On September 14, an internal onboarding document allegedly containing the “secret weapon” of MrBeast’s production team was leaked online. The document reveals how Jimmy Donaldson (aka MrBeast) built and manages his YouTube empire.
For those who may not know MrBeast, let me briefly introduce him.
Despite recent allegations, MrBeast is undoubtedly one of the most influential and well-known content creators on YouTube. MrBeast currently has 315 million subscribers on YouTube and became the most subscribed channel in YouTube history in June. He’s famous for his highly creative and high-cost videos, which often involve large-scale challenges, generous giveaways, and stunning scenarios.
However, a recently leaked internal PDF document reveals the secrets behind his success. This document not only provides deep insights into video production but also demonstrates how MrBeast manages his team and optimizes the content creation process.
If you’re also looking for some breakthrough ideas on YouTube, you might want to borrow some points mentioned in this PDF document. This article will provide a brief summary of the PDF.
Overview of the Leaked PDF Document
This 36-page document, called “Brainstorming,” is not a formal employee handbook but an informal guide from MrBeast to his team members. It covers several key topics, including how videos go viral, the content creation process, team management, and career development. The advice and strategies in the document provide valuable references for creators hoping to succeed on YouTube.
Key Factors for Successful Videos
1. The Goal of Producing the Best YouTube Videos
MrBeast emphasizes that producing the best YouTube videos is the primary goal of his team, rather than pursuing high production quality, comedic effect, or visual aesthetics. All efforts should focus on making videos more attractive and shareable.
2. The Importance of Audience Retention
MrBeast emphasizes that the first minute of the video is crucial, as it’s key to audience retention and overall video success. He points out that methods to attract viewers’ attention include using eye-catching thumbnails and titles. For example, he mentions that a title like “I stayed in my front yard for 50 hours” might not interest viewers, while “I stayed in ketchup for 50 hours” is more attractive. This contrast shows how to enhance video click-through rates by creatively conceptualizing titles.
3. Key Performance Indicators (KPIs)
In the document, MrBeast lists several key performance indicators he focuses on, including Click-Through Rate (CTR), Average View Duration (AVD), and Average View Percentage (AVP). He believes these metrics are most important for evaluating video performance, and he has a deep understanding of this data. He even states that his mastery of these metrics might surpass 95% of entrepreneurs.
4. Content Creation Process
MrBeast describes in detail a series of steps from initial conceptualization to completion of shooting. He emphasizes the importance of “recording everything,” suggesting that the team should record as much as possible during the shooting process to facilitate selecting the best shots during post-production. Additionally, he mentions always having backup shooting days to deal with unforeseen issues.
5. Video Content Structuring
To ensure viewer watch time and interest, MrBeast’s videos typically follow a specific structure:
- First Minute: The most critical part, must retain viewers with the most engaging content. During this time, if viewers find it boring, they’re likely to leave immediately.
- 1 to 3 Minutes: This stage needs to gradually introduce the main storyline while also re-engaging content through unique or unexpected elements to attract viewers again.
- 3 to 6 Minutes: This stage needs to showcase more exciting content and gradually immerse viewers in the plot. If viewers watch the first six minutes, they’re likely to continue watching the entire video.
- After 6 Minutes: In this part, the content might be slightly less intense, but still can’t fall below viewer expectations. Even the ending can’t make viewers feel the story is over; it must maintain a sense of climax or suspense until the final reveal.
This structure design ensures the video is engaging and interactive, thereby increasing overall watch time.
6. Unique Creativity and the “Wow” Factor
Another important reason for MrBeast’s video success is his insistence on introducing unique “wow” factors. This means his videos always contain content that other YouTubers can’t easily imitate or achieve, such as using a crane to lift a house in the video. Such shocking scenes not only enhance viewer interest but also bring higher attention and brand awareness to the video.
7. Audience Psychology and Interaction
Understanding audience psychology is one of the key factors in MrBeast’s success. He emphasizes that building emotional connections with the audience, making them feel involved, is key to enhancing viewing experience and loyalty. He attracts viewers by setting up suspense and introducing challenges, ensuring they get a satisfying ending when the video concludes.
8. Brand Collaborations and Business Model
MrBeast is adept at integrating brand collaborations into content rather than simply inserting ads. He creatively integrates brand collaborations to make them part of the video, thereby improving viewer experience and brand exposure. This approach not only increases revenue but also enhances brand partners’ satisfaction.
Team Management and Culture
1. Recruiting “A Players”
MrBeast categorizes team members into A, B, and C types:
- A-Players: These people have a strong sense of responsibility and innovation ability, can learn and adapt quickly.
- B-Players: Newcomers who need training to become A-Players.
- C-Players: Average performers without growth potential.
He emphasizes that only A-Players are suitable for this team because they can drive projects forward. He believes that a large team without excellent talent will only lead to inefficiency. Therefore, he emphasizes strict screening during recruitment to ensure each member can bring value to the team.
2. Establishing Values
Unlike many startups, MrBeast emphasizes the importance of establishing values, not just pursuing profits. He encourages employees to think like founders and rewards those who can create value for the company. This cultural atmosphere motivates team members to be more engaged, thereby improving overall work efficiency.
He also advocates a “results-oriented” culture, meaning he doesn’t care how much time employees spend, but only whether they can achieve actual results. For example, he mentions that once a problem that five people couldn’t solve in a week was solved in 30 minutes by an employee who understood the overall situation. This work style that focuses on efficiency and results is an important pillar of his team’s success.
3. Communication and Management
In terms of management, MrBeast points out that due to the large amount of logistics involved in his content production, efficient communication and management are needed. He mentions that when working with external people, don’t easily accept “no” as an answer, but actively seek solutions. This attitude has helped his team overcome many obstacles, enabling them to achieve bigger goals. Moreover, he advocates face-to-face communication to ensure accurate information delivery and reduce misunderstandings caused by written communication.
Innovation and Improvement in Content Creation
1. Constant Innovation
MrBeast states that he always pursues innovation and is willing to abandon any video that doesn’t meet his standards, even if it means losing millions of dollars. He firmly believes that only continuous improvement and innovation can maintain the freshness and attractiveness of content.
2. Avoiding Boring Moments
He also mentions that there should never be boring moments in videos. Every instant should be engaging to maintain audience attention. This strict requirement for content quality is an important reason for his success.
3. Absorbing Feedback
Finally, MrBeast suggests having as many people as possible review the content to gain inspiration and make improvements. He believes that diverse opinions can help enhance video quality, making it more attractive.
Conclusion
By analyzing this leaked PDF document, we can see that MrBeast’s success on YouTube is not accidental. His keen insight into data, strict requirements for team management, and relentless pursuit of innovation have enabled his content to stand out on the competitive platform.
Currently, MrBeast is embroiled in various troubles, but for those hoping to succeed on YouTube, the content provided in this document is undoubtedly a very valuable reference – firstly, after reading the document, you have to admit that he actually put in a lot of money and effort behind his success, so it’s time to give up the fantasy of “getting rich overnight” on YouTube without any effort; secondly, the document itself does provide some useful insights.
