Attention is Everything
Learning from the best
The business of social media is attention. Build it and they will come has been the thesis for big tech for the past 20+ years. They provide the platform, fostering the ecosystem for creators to post content that will attract attention to then run ads. To get the content, they need to attract the creators with a cut of the money, and a path to continuous success. The master of it all? MrBeast.
How to Win Friends & Influence People
MrBeast has over 312 million subscribers. He’s the most-subscribed-to YouTube channel and the third most-followed creator on TikTok with over 103 million followers. Frankly, I don’t think I’ve ever seen one of his videos — guess I’m not the target audience. But when I heard about the recently leaked document, How to Succeed in Mr. Beast Production, I had to take a peek. Right off the bat, one thing became clear, the game is YouTube. Every decision he makes, from content structure to extreme stunts, is driven by the demands of the platform. It’s not about making the funniest, highest-quality, or most polished video. Instead, it’s about crafting the best YouTube video possible. MrBeast’s formula isn’t accidental. It’s calculated, relying on a deep understanding of viewer behavior, attention spans, and YouTube’s algorithmic quirks.
The cool thing about YouTube is they give us super detailed graphs for every video that show the exact second we lose a viewer on every single video.
The team is entirely centered around these analytics. The first minute, the transition from hype to action, and the planned lulls are all for one goal: keeping the audience hooked long enough to stay for the payoff.
His obsession with playing the game according to YouTube’s rules reflects a fundamental shift in how content is created and consumed. The platform shapes the player's every move. Success is achieved by mastering the game. Creators must adjust their content to suit YouTube’s demands; they have to be extreme, quick, engaging, and designed to hit watch-time benchmarks. Like MrBeast says:
Youtube is the future and I believe with every fiber of my body it’s going to keep growing year over year and in 5 years Youtube will be bigger than anyone will have ever imagined and I want this channel to be at the top.
With 2.49 billion monthly active users, over 1 billion hours of content consumed daily, and 500 hours of video uploaded every minute, it’s clear that YouTube has not only grown in influence but has redefined what it means to produce video content. While you could argue that it’s surpassed traditional formats in terms of audience engagement, there is not one MrBeast video that’s better than a show like Succession, or a movie like Christmas with the Kranks. But does that matter?
It’s the classic saying of hate the game, not the player, but who’s to blame? Do we blame the platforms for pushing for this content? Do we blame the creators looking to find success? Do we blame the viewers for even giving this content their attention in the first place? How many of us have tried to cleanse ourselves of social media, only to come back looking for more?
Mr. Beast himself acknowledges this reality. His content thrives on "crazy progression" and extreme moments that no other creator can pull off. In his own words: “Anytime we do something that no other creator can do, that separates us in their mind and makes our videos more special to them.” His “wow factor” isn’t about artistry; it’s about creating moments that stick with viewers long after the video ends. This is the hallmark of a creator who understands how to game the system, and he’s rewarded for it. He pushes his team to "be obsessed with YouTube"—not Netflix, not Hulu, but YouTube. A reminder that the platform dictates what works and what doesn’t, forcing creators to succumb to the rules.
While I can admire his obsession, it’s a business after all, there’s a nefarious element to this method. The majority of his viewers are kids:
Grayson Logan, 11, watches MrBeast videos every day at his home in West Memphis, Ark. While his favorite video is the one where the Beast crew spends seven days at sea—“because they had to survive and build shelters, on a raft, and he had all of his friends and they met a little seagull”—something else draws him to the channel. “I like him because he’s super nice and he helps people and gives them money,” says Logan, who also has a YouTube channel. — In the Belly of MrBeast, Time Magazine
Which I guess he makes up for with his philanthropy — the carbon-neutral strategy. But should we blame the parents for allowing their kids to browse all this content? This all comes back to the ongoing discussion on the harmful effects of social media. Nearly 40 states back surgeon general’s social media warning labels, and Instagram is rolling out new rules for teens (accomplishing their goal of instagram for kids!). YouTube could change the rules — pushing long-form content, pushing educational content, etc. Again, the platforms dictate the rules.
But back to MrBeast. His latest act? Teaming up with his brothers in arms, Logan Paul and KSI, to release the much-needed lunchables competitor, Lunchly. A lunch meal that will include a Feastables bar and a Prime beverage in every box, the brain rot starter pack.
Thank you
Imagine pulling up to school with your lunchly and your nike elite backpack? As always, if you have any questions, want more explanations, or strongly disagree, comment below, follow me on Twitter (X), follow me on Instagram, or shoot me an email.
Disclaimer: These views are my own, and do not necessarily reflect the views of any organization with which I am affiliated with. This article is written with AI assistance.