Zack Ryder is someone that has thought outside the box, I have to give him credit for that. Say what you will about Twitter, You Tube, Facebook or whatever, but the fact is that people are more connected in a way that simply did not exist 10 years ago. I'm sure that, in a few years, there'll be something new come about that'll be the latest thing, but Ryder used the internet to ultimately get over. He did it in a way that nobody else in WWE had done before and he gained a strong following online.
That being said, Zack Ryder's character was, for all intents & purposes, a character from Jersey Shore before the show really surged in popularity. Some aspects have been toned down, such as the pointless swearing & general idiocy beyond looking somewhat like a fool. Ryder has a lot of a natural charisma and he's proven that beyond a shadow of a doubt to the WWE brass.
The problem with Ryder's character is that fans view it as harmless and, in all honesty, it is. Ryder gets a good response but his character is really something on the same level as Brodus Clay or Santino Marella: he has ability, the fans cheer when he comes out, but nobody is going to buy him as a legit threat, kayfabe, to the upper tier wrestlers in the WWE. His character is a little too goofy and a little too happy-go-lucky. The big push Ryder was in the midst of about this time last year, it just didn't have the steam to last long. As I said, Ryder is fun & harmless. That's perfectly okay for a mid-card babyface but it's not the sort of character that's going to carry him to the main event or really even the upper mid-card scene.
One thing people tend to forget is how young Zack Ryder is. February 24 will mark approximately 7 years since Zack Ryder made his television debut in WWE. It's a long stretch to be sure, but Zack Ryder is also only 27 years old. He turns 28 in the middle of May I believe. So there is still, barring severe injury, PLENTY of time for Ryder to truly make the most of his career in WWE.
Whether you like Ryder's current character or not, he's someone that's worked very hard for WWE and is someone that has a good deal of overall ability. He's shown that time & time again. Otherwise, I think he would've been out the door a long time ago. At some point, I do see Ryder's character changing and I do expect him to be elevated much higher up in the card than he currently is. Could he be a main eventer at some point? I honestly can't say. But I do know that he has the charisma and in-ring ability to be someone to watch.
At the same time, it's also possible that Ryder has gone as far as he's going in WWE. I get that everyone wants to be a star but not everybody is going to be. Sometimes, wrestlers are elevated who probably shouldn't be and some who should be elevated aren't. That's how it goes in WWE, TNA, ROH and pretty much every other wrestling company out there.