Why every MrBeast video gets 200M views (interview)

MrBeast's Thumbnail Studio: A Church Turned Creative Hub For six years, MrBeast has been developing an internal tool for deciding thumbnails, titles, formats, and ideas. He converted a church into his first studio due to the lack of warehouses in Greenville North Carolina. As videos grew bigger, he moved to a new studio but kept the church as one of four thumbnail rooms. The precision in creating thumbnails is meticulous; they shoot various scenarios like laying sand on the ground with high cameras.

Efficient Thumbnail Production Process The team spends about an hour monthly shooting enough content for a year's worth of thumbnails. This efficiency prevents spending five hours daily just on thumbnail production by simulating different environments within their controlled setup.

For six years, MrBeast has been developing an internal tool that optimizes his channel through data analysis. This tool identifies outlier videos and provides insights not available even in YouTube Studio. Recognizing its potential to help smaller creators, he launched views.com to share these tools publicly. The site offers detailed analytics on video performance across different formats like Longs and Shorts, aiming to give small creators a competitive edge.

Leveraging Viral Trends for Unique Content Jimmy identifies viral trends across various YouTube formats, such as beauty channels and gaming channels comparing cheap versus expensive items. Observing the success of these videos, he adapts the concept to his own content by adding unique twists. For example, inspired by BuzzFeed's $1 vs $100 series, Jimmy created a video comparing a $1 hotel to a million-dollar hotel.

Using Outliers for Ideation and Innovation To brainstorm new ideas effectively, Jimmy uses outlier analysis—identifying videos that perform significantly better than average on their respective channels. This method helps him understand what resonates with audiences while encouraging creativity through personalized spins on successful concepts. He emphasizes not copying directly but using high-performing content as inspiration to innovate uniquely engaging videos.

The difference between copying with taste and simply copying is significant. Copying with taste involves elevating past works, giving credit, blending from different sources to create something new. In contrast, copy-and-paste lacks originality; it's merely replicating someone else's work without adding value or personal touch. For example, while some creators might visit similar locations for their videos like hotels or Airbnbs, they bring unique styles that distinguish their content.

Leveraging Past Work to Identify Outliers One effective way to find outlier content is by revisiting past work or analyzing other channels. For instance, a successful video concept like 'ages 1 through 100 decide who gets $250,000' was inspired by an earlier gaming video with zero budget but great content. By reinventing the title and thumbnail while retaining the core idea, they managed to replicate its success.

Balancing Content Quality and Clickbait Reacting to viral videos can also uncover outliers; for example, reacting to unique concepts like strapping a GoPro on a fish or cutting watermelon quickly captures interest without needing extensive data analysis. However, it's crucial not just focus on clickbait—consistent quality in previous videos influences whether viewers will return for more. Balancing engaging content with appealing titles ensures sustained viewer interest over time.

MrBeast analyzed his last 50 videos, identifying nine different categories. He discussed the 'protect' series as a flop due to its repetitive nature and lack of audience interest, leading him to discontinue it after three attempts. Conversely, the '$1 versus $100 million' series was highly successful with consistently high views and engagement; he regretted not extending this popular format further. His strategy involves ending video series before they lose excitement among viewers to maintain freshness in content.

MrBeast emphasizes the importance of storytelling, especially in unscripted content. He acknowledges that character development is challenging but crucial for engaging videos. By focusing on building characters and letting them show emotion, his team has seen significant success with certain series like 'Survive 100 Days.' Despite past failures, he continues to learn and improve through real-time feedback from viewers.

Unprecedented Scale of Filming with 300 Cameras The video 'Ages 1 through 100' utilized an unprecedented number of cameras, more than any other production in history. With over 300 cameras recording simultaneously, including main cams and wide shots for each cube plus additional studio angles, the footage amassed was immense—requiring petabytes worth of storage. To manage this colossal amount of data efficiently, a multi-million dollar server rack allows editors to remote into one central place rather than shipping hard drives.

Innovative Editing Process for Massive Footage To handle the vast amounts of footage from such large-scale productions quickly and cost-effectively requires innovative solutions. Instead of traditional methods that would take years and millions just to distribute hard drives among editors, they use centralized servers enabling multiple editors to work remotely on the same project concurrently. This approach not only saves time but also ensures comprehensive coverage without scripting scenes extensively like typical reality TV shows do.

Jimmy discusses the importance and methodology behind testing YouTube thumbnails, emphasizing that while traditionally called A/B testing, using three options (A/B/C) can be more accurate. He shares an example from his 'Protect the Yacht' video where different thumbnail designs were tested to determine which one performed best. Despite disliking the final choice personally, Jimmy highlights how initial big variations followed by small tweaks lead to optimal results. Another creator's approach is mentioned as a relatable example: starting with significant changes in scenery before refining text elements.

Innovative Thumbnail Search Tool for YouTube Creators The video discusses a powerful thumbnail search tool on ViewStats Pro that allows users to type in prompts and get inspired by various thumbnails. By searching 'basketball with holes,' the tool quickly generates relevant thumbnails, helping creators brainstorm ideas like reviewing sports gear sent by the NBA. The feature also enables further refinement of searches based on specific elements within chosen thumbnails, providing endless inspiration.

Combining Keywords and Images for Enhanced Inspiration ViewStats Pro's functionality extends beyond text-based searches; it supports image uploads too. For instance, uploading an image of a golden car retrieves numerous related images from successful videos, offering diverse creative insights. This dual approach—combining keyword input with visual data—enables content creators to explore vast possibilities efficiently.

Advanced Tools: AB Testing and Outlier Detection Additional tools include AB testing where users can see which thumbnail performs better across different channels in real-time. Another significant feature is outlier detection that identifies viral videos exceeding typical view counts significantly (e.g., 50x more views). These advanced analytics help creators optimize their strategies effectively using comprehensive performance data.

MrBeast discusses the evolution of his YouTube thumbnails, highlighting how he updates older ones to improve their appeal. Initially creating them himself with limited Photoshop skills, he now employs professionals to enhance clarity and relevance. He reflects on past mistakes like cluttered designs that no longer resonate with his larger audience base. Experimenting with new formats such as split-screen has significantly boosted views, exemplified by a plane ticket video thumbnail change that garnered an additional 30-40 million views.

Thumbnails and titles are crucial in YouTube packaging, with titles being equally important. The term 'interest market cap' refers to analyzing viewership data on keywords across YouTube; for example, if videos featuring Lamborghinis have significantly more views than those with Ferraris, it indicates higher interest in Lamborghinis. This method helps decide video topics based on audience interest levels but must be balanced with intuition and understanding of the specific audience's preferences.

Prioritizing Audience Satisfaction Over Views and Budget Views and performance are important, but the ultimate goal is to make the audience happy. It's essential to be deeply engaged with the community, understanding their preferences through direct interaction and online feedback. Even if a series performs moderately well in terms of views, it might not continue if there's a sense that viewers aren't enthusiastic about it.

Balancing Creativity with Financial Constraints Budget constraints often clash with creative ambitions; however, it's crucial to push boundaries while being mindful of costs. Videos like 'Ages 1 Through 100' or 'Room Explodes' frequently go over budget due to elaborate setups involving fireworks or construction crews. Despite financial challenges, innovative ideas such as real-time videos without cuts are pursued after extensive planning.

MrBeast reveals that some of his upcoming shorts involve giving away $100,000, with an average cost ranging from $30,000 to $40,000. Despite not making significant money from these shorts yet, he focuses on creating high-quality content. He mentions the evolution of his short videos over time and plans for further improvement by bringing in additional help and brainstorming innovative ideas.

Balancing YouTube and Amazon Show Jimmy is preparing to film a major streaming show for Amazon, which will require intense focus over two months. Despite the demanding schedule, he aims not to neglect his main YouTube channel by pre-filming content in advance. The goal is to create world-class content that represents the YouTube community well on a larger platform.

Massive Production Scale The production scale of Jimmy's upcoming Amazon show dwarfs even his biggest YouTube videos. With an enormous budget allowing for extravagant ideas like buying private islands and building cities just to blow them up, each episode can cost upwards of $15 million. This unprecedented financial freedom enables him to execute long-held creative visions without constraints.

Storytelling Focus Amidst Spectacle Beyond high budgets and grand spectacles, Jimmy emphasizes storytelling as crucial for engaging viewers emotionally with characters they root for throughout episodes. His practice on projects like 'Ages 1 through 100' has honed this skill set in preparation for delivering both visually stunning and narratively compelling content on the new platform.

Jimmy's shoot days are highly unpredictable, often dictated by the specific needs of each video. For instance, a recent project required nighttime filming from 9 p.m. to 6 a.m., resulting in him waking up around 2 p.m. He prioritizes getting at least eight hours of sleep to avoid feeling like a zombie and relies on Red Bull if he gets less rest. His day typically involves checking on various ongoing projects such as bunker or wilderness videos until early evening before handling business tasks.

Chandler unexpectedly visits, greeting everyone and engaging in casual conversation. He asks about the video being filmed before his arrival and expresses surprise at seeing himself in the thumbnail. The interaction is light-hearted as Chandler adjusts to the unexpected camera presence.

Jimmy's schedule is incredibly packed due to the opportunity cost associated with not filming. Every day off feels like a missed chance to improve videos, as there's always room for enhancement. Unlike typical companies where responsibilities are distributed, Jimmy himself is central to his operation; everything depends on him showing up. This immense pressure makes it difficult and unadvisable for others to replicate his model without significant resources.

MrBeast's Relentless Drive and Coping Mechanisms MrBeast expresses his unwavering commitment to creating content, stating he doesn't foresee stopping anytime soon. He admits that poor video performance used to devastate him emotionally but now channels the disappointment into improving future videos. His strategy for maintaining mental health involves relentless work, avoiding downtime which makes him uncomfortable.

Efficiency Through Delegation and Focus on Creativity Maximizing efficiency isn't a conscious effort for MrBeast; it's become his lifestyle due to constant filming demands across multiple platforms. Over years of gradual progression, he's trained others to handle non-creative tasks so he can focus solely on creative aspects like filming and ideation. This delegation allows him not only more time in front of the camera but also pushes himself towards better content creation.

Efficient Thumbnail Production Process MrBeast's team spends up to 30 hours prepping for a single shoot, using grid lines on the floor to streamline lighting and positioning. This allows them to quickly transition between shots without lengthy resets. They also use an app to recruit local people for shoots, ensuring everyone wears neutral colors so they can be easily edited in post-production.

Intense Filming Schedule and Advanced Editing Techniques MrBeast is often filming almost every day of the month due to complex video concepts that require extensive travel and time commitments. Despite this busy schedule, he still finds time for thumbnails by relying heavily on his skilled team who handle much of the preparation work including stand-ins for test shots. The team's advanced editing capabilities allow them to create impressive visuals that were previously unimaginable.

The Challenges of Extreme Conditions Jimmy initially attempted to spend seven days on a deserted island but had to abandon the challenge after two days due to extreme heat, sun exposure, and bug bites. These three factors—heat, sunburn risk, and bugs—are particularly difficult for him. Despite enjoying pushing himself through other challenges like counting to 100,000 or going without food for weeks, these specific conditions made the experience unbearable.

Reshooting Under Better Conditions After abandoning the initial attempt due to harsh conditions that included severe bug bites and unexpected high temperatures making it intolerable for Jimmy's known sensitivities (heat/sun/bugs), he decided not only was this an important lesson about his limits but also felt compelled by failure. He reshot the video under more manageable circumstances at a different location with better preparation.

Hands-On Leadership and Attention to Detail Feastables' success is driven by a hands-on approach, with leadership personally ensuring product availability in stores. Regular visits to Walmart and Target involve checking inventory, stocking shelves, and addressing supply chain issues directly. This proactive involvement ensures consistent customer experience despite initial logistical challenges.

Disguises for Efficiency: Balancing Fame with Work To avoid recognition while working in public spaces like Walmarts, wearing disguises such as beanies and glasses significantly reduces photo requests from fans. Despite having over 200 employees and significant wealth, the commitment extends to all aspects of business operations including creative input on thumbnails or packaging design. The dedication reflects an ethos where no task is too small if it contributes to overall company success.

Revenue Streams and Financial Challenges Jimmy discusses the breakdown of his revenue streams, highlighting that over half comes from Feastables due to its popularity. He mentions significant expenses in content creation, spending over $12 million annually on videos alone. Brand deals are essential for covering costs; without them, he would face substantial financial losses.

Brand Deals: Necessity and Ethical Considerations To sustain operations, Jimmy includes brand deals in almost every video except philanthropy-focused ones where it might feel inappropriate. Despite lucrative offers from various sectors like crypto casinos, he declines those not aligning with his values or audience fit. The rising cost of producing high-quality content necessitates increasing brand deal revenues.

Challenges and Realities of Launching Products as a Creator Launching products is increasingly popular among creators, but building a real business is hard. Success isn't guaranteed even with influence; repeat purchases require innovation beyond just leveraging one's name. Many influencers might benefit more from brand deals rather than starting their own businesses due to the significant time, effort, and expertise required in competitive markets.

Opportunity Costs for Creators Starting Businesses Starting a business can detract from content creation efforts and potential earnings through brand deals. The opportunity cost includes lost revenue from lucrative partnerships while struggling to establish an unfamiliar CPG (Consumer Packaged Goods) venture that may not succeed. Focusing on growing social media presence could be more profitable than diverting energy into uncertain entrepreneurial endeavors.

The Impact of Consistent Theming in Videos Experimenting with consistent theming, such as wearing specific outfits like jumpsuits or suits, can elevate the tone and feel of videos. This approach helps create a more immersive universe for viewers without losing the YouTube essence. Initially skeptical about its importance, adopting this strategy has shown significant improvements in video quality.

Continuous Improvement Through Self-Critique Constant self-critique is essential for growth; even recent videos are subject to scrutiny due to ongoing learning and testing new ideas. Early content lacked storytelling skills but improved over time through experience and study. Slowing down scenes by building viewer investment in characters enhances engagement without making it boring.

Collaborative Learning with Editors Working closely with editors allows creators to maintain their style while benefiting from fresh perspectives and advanced techniques introduced by team members. Over time, editors learn the creator's voice, enabling them to innovate independently while staying on brand. This collaborative dynamic fosters continuous improvement beyond what one person could achieve alone.

Casting Challenges for MrBeast Videos Finding participants for MrBeast's videos, especially those requiring a wide age range like ages one through 100, is challenging. The team prefers local people to avoid travel and quarantine issues but often struggles to find specific ages willing to participate. Despite having thousands in their database, many can't commit due to work or other obligations.

Compensation and Casting Process Insights Participants' compensation varies based on the time commitment; short appearances might earn $100 while longer involvement can lead up to $10,000 if they go deep into challenges without winning. For larger projects like the Amazon show offering a $5 million prize, applicants undergo more rigorous selection processes including video tests.

Leveraging AI for Efficient Video Editing Jimmy utilizes an AI tool to streamline video editing by searching specific words or phrases within extensive footage. This allows quick retrieval of relevant clips, enhancing efficiency in content creation. Additionally, he employs A/B testing on thumbnails and other elements to optimize viewer engagement.

Future Prospects of AI in Content Creation Jimmy envisions a future where AI significantly enhances video production quality through advanced scene edits and potentially even voice generation. Despite technological advancements, he believes the authenticity of human presence will remain irreplaceable in creating engaging content.

Reflecting on PewDiePie vs T-Series and the Journey to Becoming YouTube's Most Subscribed Creator In 2018, PewDiePie was the most subscribed channel with around 70 million subscribers when T-Series began closing in. A campaign emerged to keep PewDiePie at the top, but eventually, T-Series surpassed him. Now poised to surpass T-Series himself, Jimmy emphasizes that his goal is not about pitting countries against each other; he has a significant fan base in India and respects them deeply. His aim is simply to become the most subscribed creator as an individual who lives and breathes YouTube.

The Significance of Milestones: Recording Messages for Future Self Jimmy reflects on recording messages for his future self over ten years ago when he had only 8,000 subscribers. He regrets not doing more such recordings during key milestones like reaching 100 million subscribers or potentially surpassing T-Series soon. The initial innocence of these videos made them special because they were filled with genuine hope despite having modest subscriber counts back then.

Reflecting on past podcast answers, it's clear that perspectives change with age. A few years ago, the idea of having kids seemed influenced by external figures like Elon Musk. Now, there's genuine excitement about raising a child and mentoring them in business from an early age. However, current commitments to YouTube make it impractical for now.