The calculated leap: Rayhaan Shaik on blueprints and content creation

Whether he is acting out chaotic Google reviews of iconic city spots or ranking childhood snacks on a nostalgic tier list, Rayhaan Shaik (known as rayhaanmayhem online) has established himself as one of Bengaluru’s most sharp-witted digital voices. By seamlessly blending Gen Z relatability with sharp marketing savvy, the full-time content creator has amassed over 341,000 Instagram followers and 205,000 YouTube Shorts subscribers. He channels his entrepreneurial and creative energy into fast-paced sketch comedy, hyper-local satire, and observant humour that captures the exact pulse of modern urban life in South India.

Childhood dream unfolds

“It was my childhood dream to become a YouTuber”, said Rayhaan in an exclusive interview with News Trail, offering insights into his journey as a content creator.He recalled that he had always been certain about wanting to create videos, even at a time when content creation was not considered a stable or conventional career path.Between 2015-2020, Rayhaan pursued a degree in Architecture, during which he began creating humorous and relatable videos about student life and the challenges of the course, sharing them on Facebook.

His content struck a chord with the architecture community, marking one of the first instances of architecture-related experiences being represented in an entertaining format online.“It was through that internship that I learnt social media could actually be a career”, he said, referring to his first internship where he was entrusted with managing the company's social media marketing.In 2020, Rayhaan co-founded a startup called ‘Mentor Match’ with his two friends, handling its marketing while continuing to create content. 

However, he soon realised where his true passion lay, “As much fun as it was, I had a moment of epiphany where I knew I wanted to build something of my own and focus entirely on creating videos”, he said. Drawing on his previous experiences in marketing and content creation, Rayhaan leapt into the digital space and began building his career as a full-time creator.

Importance of a safety net

Before making the transition, Rayhaan ensured he had a financial cushion in place. “I had multiple safety nets before I started. If your current salary is just hand-to-mouth, I would suggest planning and building savings before moving into content creation”, he said.He explained that he carefully calculated his expenses and saved extensively before going independent. He also advised aspiring creators to continue creating content alongside a stable job until they are confident they can generate a sustainable income from digital platforms.

Creating content that connects

Rayhaan describes his content as a mix of reviews, challenges and videos designed to “make people pause and laugh”.“I used to note down ideas in my notes app, identify which ones were relevant and likely to perform well, and then script them before recording”, he shared.Among his earliest viral successes were his humorous rubber and pen review videos, which resonated with audiences and continue to remain popular today.“I've always kept an eye on the algorithm, so I understand what is likely to work and what isn't”, he said, adding that constant experimentation is essential for creators seeking to stay relevant.

Future aspirations

“My biggest focus is on content and levelling it up. I want to boost the quality of my videos and then focus on being more regular”, Rayhaan said. He also hopes to expand the live shows he hosts alongside his friend, creator Harshit Chajjed. The audience-centric variety show has already seen three to four successful editions. Rayhaan said he particularly enjoys collaborating with Harshit because of their shared creative vision, “It is hard to find that kind of chemistry”, he noted.

Reflecting on recent achievements, he highlighted two milestones that meant a great deal to him - both his personal YouTube channel and the joint YouTube channel ‘Cricket Machas’ crossing the 200,000 subscriber mark.  “It was a true feeling of accomplishment”, he said.