Are we seeing the death of the Beastification of YouTube?

If you watch YouTube or know anything about MrBeast, you know that he's had an incredible influence on the style of video editing in the last few years.

Traditionally, he’s used "retention editing," which is designed to keep the viewer’s attention. This style uses loud sound effects, flashing visual effects, fast-paced cuts, and no pauses.

It's like the crack of video content.

However, Donaldson (MrBeast) who has built his reputation by creating these hyper engaging videos, took to his twitter last month to announce that he's now focusing on slower, longer and more story-telling focused videos.

The creator called on his "fellow youtubers" to "get rid of the ultra fast-paced/ overstim era of content" because it "doesn't even work."

Turns out he really meant it! Last week he posted a 41-minute video to his YouTube, which was twice as long as his regular content.

And, well, his views skyrocketed.

He got 112,568,448 views in a matter of hours, which would usually take him a week or longer.

He also changed the thumbnail over 100 times to generate more views.

This is why the man is so damn successful. He knows what works and has his finger on the pulse of video content and platforms, always.

What are the takeaways for us?

• Ditch the presets. Apps like CapCut have contributed to the popularity of retention editing by making it so accessible. But they've also made content super repetitive. So many creators use the same presets. Don't be one of them!

• Think about how to use minimal editing. Many creators have transitioned to hour-long videos using just a whiteboard to demonstrate what they're talking about. How could you convey your message without a million additives to your video?

• Focus on story. Create cleverly crafted content that requires more thought. Hold in pockets of emotion. "Let scenes breathe," as MrBeast said himself.

At the end of the day, it's creators like him that set the precedent. So following suit is your best bet for engagement and views.

-Sophie, Pop Culture Queen