In mid-August, a document surfaced that allegedly came from MrBeast’s production team that discusses the creator’s strategies for viral success. The document, reportedly leaked by content creator Rosanna Pansino. In it contained some controversial information about how MrBeast may approach production. However, it also offers some interesting approaches to content creation. While the document hasn’t been confirmed as authentic, its contents still offer intriguing insights into how MrBeast and his team (potentially) approach video production that’s worth going over.

Although not a rigid rulebook, the document highlights key metrics MrBeast focuses on and provides a glimpse into his content philosophy.

Key metrics to measure video success

According to the leaked PDF, MrBeast emphasizes three key metrics that his team must keep in mind while creating videos: Click-Through Rate (CTR), Average View Duration (AVD) and Average View Percentage (AVP). These are central to understanding how well a video performs on YouTube.

  • CTR measures how many people click on a video after seeing the thumbnail.
  • AVD tracks how long viewers stay engaged.
  • AVPmeasures what percentage of the video viewers watch on average.

MrBeast allegedly states in the document, “CTR is what dictates what we do for videos. ‘I Spent 50 Hours In My Front Yard’ is lame, and you wouldn’t click it. But you would click ‘I Spent 50 Hours In Ketchup.’”

Titles and thumbnails: first impressions matter

The document also stresses the importance of titles and thumbnails. It describes how the initial impression made by a video’s title and thumbnail can make or break its success.

For example, the document explains, “A simple way to up that CTR even more would be to title it ‘I Survived’ instead of ‘I Spent.’ That would add more intrigue and make it feel more extreme. In general, the more extreme, the better.”

It also explains how thumbnails must align with expectations set by the title. If a thumbnail promises a specific scene or visual spectacle, the video must deliver on that promise to keep viewers engaged.

Audience retention: the importance of the first minute

According to the document, a video’s opening minute is crucial to keeping viewers interested. It claims that MrBeast analyzes how the first 60 seconds of most YouTube videos are when most viewers leave.

“We lost 21 million viewers in the first minute of the video,” the document states, using a specific example. It notes that although the figure may seem alarming, the retention rate is actually higher than average for the platform. The document goes on to cover strategies for making sure the video transitions seamlessly following the opening hook.

No dull moments

The document offers additional guidelines to maintain viewer engagement throughout the entire video. One important guideline is “no dull moments,” which implies that the viewer must be captivated for the entirety of the video.

The “wow factor,” where the creator tries to do something in his videos that no other YouTuber can, is a vital part of this. “Anytime we do something that no other creator can do, that separates us in their mind and makes our videos more special to them,” the doc explains.

Handling rejections and video planning

How MrBeast’s crew allegedly deals with outside interactions is covered in another fascinating section of the document. The document discusses the concept of “No Does Not Mean No,” which encourages team members to get through early rejections from possible suppliers or locations.

This flexibility is combined with a methodical approach to conceptualization and execution, including a rule like “Always Have a Backup Day” to prepare for unforeseen setbacks.

Viral content formula

The document claims to outline MrBeast’s strategy, which ultimately comes down to innovation and constant improvement.

“I just want to do what makes me happy and ultimately the viewers happy,” MrBeast seems to explain in the doc. He emphasizes that the main objective should always be to entertain and innovate, even though making money is crucial. He has been able to distinguish himself in the crowded YouTube market because of his unwavering focus on producing viral content.

This document offers an intriguing look into MrBeast’s potential approach to content creation, even though its validity is yet unknown.

Feature image courtesy: MrBeast