Notes - How to Succeed at Mr. Beast Production

September 18, 2024

Goal of MrBeast Production

• The primary goal is to create the best YouTube videos possible. This means prioritizing content that resonates with the YouTube audience over traditional production values.
• MrBeast explicitly rejects the Hollywood model, believing that YouTube's future is brighter and demands a different approach.
• He emphasizes nimbleness, flexibility, and a deep understanding of YouTube's unique dynamics.

Employee Expectations

• The company values results over hours worked. While hard work is appreciated, employees are judged on their ability to deliver outcomes.
• MrBeast seeks "A Players": obsessive, coachable individuals who are the best at what they do.
• He considers "C Players" (average employees) to be poisonous and advocates for their immediate removal.

Chapter 1: YouTube Virality

• MrBeast spent years studying what makes YouTube videos successful. He highlights three key metrics: Click-Through Rate (CTR), Average View Duration (AVD), and Average View Percentage (AVP).
• CTR is crucial and is influenced by compelling thumbnails and titles that create high expectations.
• AVD is about keeping viewers engaged. The first minute is critical, with a sharp focus on a strong opening.
• The document provides strategies for maintaining viewer attention in the first few minutes, including "crazy progression" and "3-minute re-engagement."
• It further outlines content strategies for subsequent time segments, emphasizing a balance of excitement and simplicity.
• MrBeast underscores the importance of understanding the "wow factor," which refers to elements that leave a lasting impression on viewers. While subjective and not easily trackable, this factor contributes to brand differentiation and viewer engagement.

Chapter 2: Creating Content

• This chapter emphasizes the importance of continuous learning and improvement, especially through watching YouTube content.
• Employees are encouraged to proactively identify and address bottlenecks in the production process.
• Documenting everything through video is stressed for team awareness and better communication.
• The importance of transparency is highlighted, urging employees to "say the negatives" when reporting on progress or challenges.
• Employees are urged to take ownership of their projects and avoid "dumping and forgetting." This includes meticulous tracking and regular check-ins with contractors and collaborators.

Understanding MrBeast's Perspective

• MrBeast acknowledges that he is not always right, highlighting the demands of his multifaceted role.
• He encourages employees to approach him with well-researched options and context to facilitate better decision-making.

Critical Components

• Critical Components are elements essential to a video's success. These components require extra attention, backup plans, and immediate escalation of any issues.

Communication

• Clear communication lines and proper protocols are crucial. The document advises on the appropriate communication channels based on the situation's urgency and complexity.
• Direct, in-person communication is preferred for critical matters.
• Written communication should be confirmed to ensure it has been received and understood.

Accountability and Creativity

• MrBeast expects employees to own their mistakes without making excuses. He sees mistakes as learning opportunities and emphasizes the importance of not repeating them.
• Prioritization is key, with employees instructed to focus on their assigned tasks above all else.
• Creativity is valued as a means to save money. Finding innovative solutions is encouraged, allowing for better resource allocation.

Production Practices

• Backup days are considered essential for mitigating unforeseen issues.
• Employees are instructed to "dig deeper" and not accept things at face value, particularly when dealing with external parties.
• Thorough investigation and verification are necessary to avoid potential problems.

Other Notable Insights

• MrBeast prefers not to have unnecessary people on set, aiming to create a natural environment for talent.
• Honesty and direct feedback are valued over being overly polite.
• Treating talent with respect and ensuring their well-being is emphasized.
• Simplicity is generally preferred in content.
• MrBeast advocates for working with intensity and proactivity.
• He encourages finding content opportunities in unexpected situations.
• The importance of feasibility assessments is highlighted.
• Maintaining a positive public image is paramount.
• Clear distinction between "Pre-Vis" (accurate representations of the final product) and "Concept" (inspirational renderings) is crucial to avoid confusion.

Chapter 3: Creative

• MrBeast Productions is a creative-first company, believing that prioritizing creative vision leads to superior content.
• Employees in all departments are encouraged to be on the lookout for inspiration and share it with the creative team.
• Problem-solving should always consider the impact on the creative vision.

The Goal of Content

• The ultimate goal is to excite MrBeast himself. His excitement stems from a belief that it aligns with what will please the audience.
• MrBeast is passionate about continuous improvement and innovation in all aspects of content creation.

Defining Good Content

• Good content is subjective and limitless, with potential found in even the simplest objects.
• While creativity is essential, YouTube's format demands structure and storytelling rules.
• Content must be simple to resonate with a massive, diverse audience.

Measuring Content Success

• AVD and AVP are the key metrics for evaluating content success. High retention rates indicate viewer satisfaction and predict video performance.

Formats

• Formats provide structure and boost retention. Examples include "Last to Leave" challenges, "Stair Stepping" progressions, and "Chase" scenarios.
• While viewers may express a desire for specific formats, MrBeast believes in continuously evolving and introducing new ideas to prevent staleness.

Understanding the Audience

• MrBeast's audience is broad, with global reach.
• Despite the diverse demographics, the core viewer is described as a teenage "memer" who enjoys video games.

The Value of Watching MrBeast Videos

• Employees are strongly encouraged to watch a significant amount of MrBeast content, particularly from the main channel.
• This is seen as crucial for understanding the brand's history, evolution, and nuances.

Brand Deals as Content

• MrBeast Productions takes a unique approach to brand deals, integrating them seamlessly into the content to avoid disrupting viewer engagement.
• This strategy has proven successful, with high conversion rates and residual customer acquisition.

Understanding Culture

• "Information Diet" refers to the media and content an individual consumes.
• MrBeast uses Chris Tyson as an example of someone whose information diet (cartoons and humorous content) directly contributes to his comedic talent.
• Writers and directors are encouraged to cultivate an information diet that provides inspiration and keeps them attuned to current culture and trends.

Additional Creative Insights

• Talent is encouraged to be authentic and embrace their natural humor, even if it's childish.
• Authenticity is paramount, avoiding any situations that require dishonesty.
• Content should be dynamic, avoiding dull moments.
• Intensity should be genuine and not forced.
• Videos should end abruptly to maintain retention.
• On-set behavior should be attentive and engaged.

Chapter 4: Career Development at MrBeast Productions

• MrBeast emphasizes the potential for growth and career development within the company.
• He stresses a meritocratic approach, where promotions are based on performance and value contributed.
• Employees are encouraged to proactively seek feedback and work on improving their skills.
• MrBeast highlights his commitment to rewarding high-performing employees with financial compensation and unique experiences. He envisions the company's continued growth, offering employees the opportunity to be part of something extraordinary.