whenever I watch a Mr Beast video so much did happen it feels like nothing's actually happened I know but on Colin and Summer's latest interview with Mr Beast a fascinating twist happened I used to be a big fan of like Simplicity challenges as simple as possible it's like screw it like people say they want better stories let's do it let's slow it down let's build some characters yeah that's what people say they want and they worked so Jimmy's trying new strategies such as character is why you stay the two plus two method fuel that emotion
on the first cut top of your intelligence the Dan Harmon Circle and me and Jordan are gonna break them down and explore what this means for YouTube playing to the top of your emotional intelligence is actually such a hack for retention what actually does satisfy us emotional experiences it kind of also gives us huge re-watch ability when it's a great story it's interesting because we're talking about storytelling as a trend at large I feel like it's the next step after a besification wave are we on the storytelling wave we're on a storytelling wave this interview
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of millions of views per video when you think of YouTube Creator literally the word Creator is imbued in that title but I think Jimmy actually is less of a Creator and he's more of an innovator but why why'd you think that I discovered this when we went to North Carolina to edit a few videos with him I remember going over to his house and just watching him scroll on YouTube and watch things we were even talking about Casey neistat a little bit and he was just ranting about oh man Casey could have 100 million views
on his video if he would just do this but he doesn't he chooses not to we even fought him on that yeah we literally like because we like the way the video is he's like yeah but why wouldn't you want to have 100 million views like why would you not want that I think I even remember we even showed him some Emma Chamberlain videos he couldn't quite understand for him why people want to watch this and one of the things I simply said was Vibes Vibes yeah Emma Chamberlain is just right Vibes when she posts
on YouTube but that was an interesting perspective because I think for us I think a lot of what we do our priority is like how can can we do this creatively rather than I would say strategically and so this was I think a really interesting experience possible we kind of saw the opposite end of that Spectrum where I think he does see content as a strategy rather than like a creative Outlet because he's built a business over getting his videos getting at this point a minimum 100 million views per video on this podcast we talk
about trends that happen on YouTube the way that YouTube videos are often edited some of our gripes with that and also some of the successes that we've been able to share with that as well Jimmy has the most views per video so why is that but then at the same time we also watch some of his videos and you like to say this you say I watch a Mr Beast video and after it's done you're like what did I just watch like I don't even remember I think it's worth saying I've been a relatively open
critic of Mr BEAST's videos just by us being friends with him as well I think and Jimmy's actually definitely embraced us being open critics of him but then there's also a lot of things that I celebrate a lot of things I think he does incredibly wow and some of those things I've said to him before it's like I've watched some of the videos and for me it feels like nothing's actually happened yet so much did happen and I've often explored personally even with him like like why is this a thing how did we get to
that point out type of content but yet I also feel wrong because it's clearly working like 100 million people are still watching these videos but I've also said for them can you actually tell me what happened and my theory my belief will I just say I actually don't really know I just know I was entertained and that's good enough for Jimmy they might not know what happened but are definitely entertained and that's still a good piece of content his whole goal is I want to make the best YouTube videos now that's hard to quantify and
figure out what exactly that means and he even openly admits that but I think for him what that means is I want the most people to consume my product I think that's the way he looks at it he looks at it from a very Silicon Valley Fortune 500 perspective of I just want to get a huge Market appeal have everybody enjoy and be entertained watch the whole thing because if you're watching a whole thing and you must be entertained right that tells him he has to make his videos as accessible as possible I think I
do agree with you Jimmy is like a Silicon Valley type person and I think that seems to be his priority the way he's thinking and I think it's one of the main reasons why his channel has worked out so well yeah that's why he's doing the numbers he's doing but it is like a different part of the brain and that's and he's trained that muscle in that brain to be incredible I think now he's probably got a six-pack brain from that now okay what other part of my brain can I turn into a six-pack and
it seems to be storytelling it's like not just giving us the content and entertaining us it is now making us care when I went for the interview one of the first things that I noticed was that he said I used to be a big fan of like Simplicity challenges as simple as possible it's like you know 200 some of these videos 300 400 million people are gonna watch it like it's a lot of people I gotta like make this stuff as simple as possible or like you know some of these 400 million people just aren't
going to understand it they're just not it's a common misconception that storytelling is complex it's a common misconception of Storytelling is extremely hard to do and it's common conception that if you do storytelling you do cut off a lot of your audiences straight away and so he has talked about like I like to make my videos as simple as possible and he thinks if he starts to complicate things like he's going to cut off a lot of his audiences right but it's now really interesting that you said the interview that he started experimenting with making
his stories a little bit more complex Simplicity Simplicity I was like screw it will be a little complex you know and then on the other end it's like I'm very you know fast fast it's like let's slow down let's build some characters yeah that's what people say they want and he's actually now trying to find new ways to make it accessible it'll also still be informative and a lot more memorable as well like he sort of found this new philosophy this new idea this new strategy I'd even say on how these videos are made you
can make things a bit more complicated and people will be able to understand this and then on his recent video where it was the versus video of like all the ages from zero to a hundred the last challenge was actually quite complicated inside one of these briefcases is the check for 500 and everyone on set is blindfolded including the cameraman while I mix up the cases half a million dollars is about to go to 52 or 40. I'm going to flip a coin to decide who gets to look inside of their briefcase making them the
only person on set that knows where the money is it's a game of bluffray that's right because then it's up to the other person to choose which briefcase they want to take home it took a decent amount of time to give the rules give the boundaries how who's gonna win and how they can win and Jimmy said in the interview that he was insecure that this was going to work because it's like you have to be doing the laying pipe the exposition and it's getting complicated no one's going to have an understanding and this so
everyone's going to click off the video but he took that gamble he posted it online and what did everyone say that was the best part of the video I really loved that that was really complicated that was really emotionally engaging he was like it it blew his mind and that's why like I mentioned earlier after hanging out with him spending some time with him he feels like more of an innovator more of a CEO oh then somebody who wants to make the most artsy film but he's getting into it though but he is getting into
it but what he did in the past was he tested some storytelling strategies some 3x structure and what did I get I got a 10 out of 10. when you're in business you're taught to make a minimal viable product you're taught to say okay I'm gonna test this out see how it performs if it does well we keep moving in that direction if it doesn't do well we move away from it and so it seemed like he tested it and he learned to move away from it and that's the mistake so he has learned how
to make content with retention graphs and so he think before he gets here hey let me try some storytelling but because he is still a developing filmmaker he tries to do storytelling but he tells it badly and so the best case would always be people have often pointed out how he quickly Cuts away from sad SOB stories hundred thousand dollars here's twenty thousand dollars forty thousand it's so heavy don't let it fall over oh don't cry no problem we're just all cry this is a Lamborghini but the reason why he does that is because on
previous videos he has given them the opportunity to tell their story but then retention's gone down so what does that teach him never do it again it's not that it's don't do it again it's that he didn't tell it well enough and one of his most famous mistakes was on his squid game video the person who won for most of us that's the first time we've seen that person throughout the entire video it's a random guy like it's a random guy and so like called it you recreate a squid game but who's that guy but
now that he's a bit more of a developed filmmaker I think he's giving these things a bit more of an opportunity such as in the versus video one of the instances that they did is they also mentioned very early on I'm doing this for my daughter my daughter's turning three this Saturday there we go there's a little bit of a setup there throughout the entire video they sprinkle in that person's presence and so you kind of constantly reminded of him being there what is this right here that's from my daughter today's her birthday yeah well
let's see what comes through the curtains oh to the city [Music] oh my God I'm not gonna let you miss her birthday and then at the end when you've kind of spent that character development that character time relationship I'd say into knowing that person and suddenly it's like we've been there the whole journey through him and even on Jimmy's interview he then said well when I saw that the first time I literally cried I was like oh my gosh like in person I was kind of crying but when like I saw the first cut of
the video I literally tears came down my cheeks I was like oh I've never felt this way before watching one of our videos it got him it worked and they it's because they told the story well the editors in the team told the story well it's told a lot more well maturely appropriately it's like it's got a decent production quality it's a lot more believable and therefore I'm in you've got my retention I think that's honestly a huge shout out a huge Testament to the editors who created that rough cut yeah where he was able
to sit through and watch the video and actually feel that emotion on the first cut on the first cut because on the first car hell yeah yeah that's incredible because he is very attuned to how he's feeling whenever he's watching something when we had edit sessions with him it's very hard to get Jimmy past the first five seconds past the first 15 seconds because he is so just glued to the screen like okay I'm watching this now they got the story in the rough cut that seems to be their priority the rough cop of course
is rough it's dirty it's a bit messy and of course the story is not gonna be told that well because or at least you don't have to bring in as many elements so tell us the story it's actually showing us a story and a lot more of a I would say naked way and it reminds me of Pixar's philosophy when they want to make sure when they're writing their stories they bring in the editor right at the beginning and they have him cut the storyboards and try to make the film with just the storyboards and
for them they want to make sure are we getting the emotional responses just from storyboards if so we've got our movie Let's Start animating and it looks like seems to be the Mr Beast team have done something similar can we get the story and the emotional core just with the rough cut once we've got that then we can start hyping it up a little bit more and then you can put all the little Graphics just like sprinkling up and elevating it to that Mr Beast production value absolutely but they got the story there first and
Jimmy cried on a rough cut for us as editors yeah see if you guys do not understand how crazy that is did you know that running a YouTube channel is really hard we didn't we've been podcasting for almost a year now and it's like a startup life and Creative Juice understands that making a creative business is messy and confusing and they found ways to make it as easy as possible with juice club it's the ultimate members only Community for creators like you and Hayden and I hello looking to level up their business and here's all
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resources catered to your need so if you want to join the juice club hit the link in the description and we'll see you in there do you like this music it makes footage like this feel gorgeous to watch and feel and it's easy to put in your videos with Track Club it's a sound Library that's disciplined and not bloating itself with hundreds of thousands of tracks but it only keeps the great ones that can complement your footage to feel like this we even use track club with our Pixar intro the music's so good it works
with Pixar I can even download the stems froderman and multicam and just start with the pianos and then slowly bring in each instrument myself I have total control of how I want the music to play in my content and if you want to keep it simple you can even do it with mixlab if you want your content to feel as good as this go ahead and hit the link in the description to get your free month of track club now I think this is when he began to learn the concept of how you respect your
audiences I think in the same way when if you were to make everything that you do really really simple all that tells your audiences potentially that you're kind of condescending them you're kind of patronizing them you don't think there is they're smart and we all don't like it when a parent or some authority figure tell it like talks to us as if we're a bit dumb that's a it's not a very nice feeling is it but then when an authority figure treats us like an equal treats us like hey this is an interesting concept what
do you think of this do you want to be engaged in this I'm like hell yeah I'm in it reminds me of an improv concept called top of your intelligence do you know about this one no explain well the reason I was asking you so I've been monologuing for five minutes I want you to explain it though okay fine permission to monologue for another five minutes yeah go for it thank you it says an improv concept where you have to also essentially bottom line respect your audiences don't treat them like an idiot if you're playing
an improv game where a character it's a bit inappropriate I apologize but an adult character goes into a strip club yep and and I go into this and go wait what is this fireman's poll doing here what do these red lights mean why is there money all over the floor I don't understand where I am it's like you're an adult you know what a strip club is that is treating the audiences like they're done by essentially playing a dumb character so the rule is that every character you play has to be as smart as you
you shouldn't really play dumb so you can throw out dumb jokes easy jokes whereas I think if you could Replay that same game or that same improv concept if a five-year-old find themselves in a strip club they would ask those questions and that makes a lot more sense that is the top of that character's intelligence and understanding the scenario and then the audiences can then play that game so by respecting a character's intelligence you're also respecting the audience's intelligence as well another filmmaker who like swears by this is Adam McKay he made the big short
and he's also made succession and he said if you treat your audiences like poets and Geniuses they all become poets and Geniuses absolutely I think if you're an audience and you're choosing to spend your time watching a show watching anything like me as an audience member I want to be learning stuff I want to be in a world that I normally wouldn't see and normally wouldn't experience and I want to be pulled along for the ride like kind of not quite getting everything but still there if I wanted to be in the world of a
doctor and I wouldn't understand a little lingo that they're using but it's still fascinating seeing what they do every day and just trying to keep up if you go into a show or if you watch something you're like yeah I already know that that's not fun that's not an enjoyable experience and so playing to the top of your emotional intelligence is actually such a hack for retention and we've talked about this a lot I understand since storytelling philosophy the two plus two method audiences want to work for the meal they just don't want to know
that they're doing that so give them two plus two which equals four if you are giving them four all of the time and not doing that two plus two it's like you're just handing me that information and I'm not really ingesting it I'm not digesting it and I think that is I think honestly the best and most effective engagement tool don't patronize me don't condensate me don't give me the information that I don't have to work for it just let me work for a child just let me work for it just a little bit let
me let me play catch up with you just a little bit and I'm in I think it's funny that storytelling is becoming almost like a trend per se that's hilarious to us because we've been in film school it's like one of the first things you taught it's what we did yeah yeah you saw your retired film school is storytelling and it's just funny that Jimmy's honestly doing it the other way around where it's like one of the last things that he's learning yeah and because he's the one learning it and he's the trendsetter he's the
Top Dog on YouTube everybody else is like oh yeah the storytelling thing that's pretty cool but yeah there has been tons of creators that have been doing it already for a long time but because they haven't been getting this 100 million views they've not been looked at as an example exactly exactly so if Jimmy is now the example um how good storytelling is it's going to encourage everyone else to follow that and I think it's interesting that it's also happening at the same time that AI is becoming a huge Hot Topic ah yeah because there's
this whole term called the beastification on YouTube yep where creators start to emulate what Mr Beast is doing as far as copying his thumbnails his titles his intros the way his videos are edited and subtitles the style everything is just starting to look just like Jimmy's videos they're even using the same font yeah the same comica freaking access fund I think people started copying because he was getting more views and any anyone had ever known and so that felt like the only way you could get those amount of views I think Jimmy's also talked about
this a lot where he has shared his philosophies and his strategies and his ways to make the best videos possible in his perspective and he shared them all on podcasts because he I think he had the philosophy of rising title lifts or boats but the unfortunate outcome of all of that is people have just copied it more so directly rather than taking inspiration from it it's interesting because we're talking about storytelling as a trend at large I feel like it's the next step after a besification wave per se are we on the storytelling wave we're
on a storytelling wave because it's it's something that is going to make your content original and also that's why I'm connecting it to AI because AI is going to enhance mediocrity everything's going to start looking similar and so how do you become original in a world where everything looks like beastified or aiified whatever you want to say another thing that Jimmy mentioned in that interview is that he's actually changing his production a lot and that's solving a lot of the problems that they've been encountering in post and I think it's really great that the team
is having that communication and figuring some of those things out what have you seen as far as the production on some of his recent videos that have totally helped the editing so one of their formats was really successful is like zero dollars versus a million dollar sort of concept and the one he compared to was hotels versus boats during the hotels which is like the pilot version of that format he talked about how the person who owns an lubrication gave him a tour this place is cool this place is called this place is cool because
they're professionals they kind of behaved themselves a little bit but what it meant is is that the tour guide and the location was the content and that was the priority it's like I didn't really click on a Mr Beast video to go on a tour yeah I clicked on the Mr Beast video because I want to see what Jimmy and his crew are up to right and so they realized that and so what Jimmy said is they changed how they shoot those locations now where essentially Jimmy gets his him and his crew together they go
to the location and he just says go I'm gonna go downstairs you guys go upstairs tell me if you find anything cool okay oh it is massive it's like a whole another boat up here Jimmy there's nothing cool up here don't worry and they react blindly and they get really excited oh my God this thing is cool this thing is cool this person says a joke this person says a joke and we are much so much more engaged in that experience because we are now experiencing it with them for the first hand Without Limits I
was so happy that he realized that because what's happened is that instead of the location being the content the characters and now the content and a location is simply prompting them to be their characters right what did you know Chandler learn because he went on a million dollar yacht how has his life changed how has Jimmy's lives changed because they went to all of these places and experienced all these experiences also I mean if you go on a 25 million dollar yacht and then you go back to your house you're gonna be like well this
is different like I see this in a new light yeah so just like experiencing that even though that's the spectacle it's more so the audience is imagining themselves in the character's shoes yeah that's the memory that you get to take away after watching I've enjoyed hanging out with the crew I've enjoyed the crew taking my hand let's go to this playground location literally let's screw about let's have some banter and at the end of the video you can literally ask how fun was this and it me as the audience go that was really fun and
the reason why I'm so happy Jimmy's doing that is because that was Logan's entire philosophy on a lot of his Vlogs all he really did is he got his crew together and just pretty much put him in a field and then just said what are we as characters as personalities uniquely do that's entertaining that's fun that people want to engage in so all Logan literally had to do at that point was find a garden chair put it in the middle of the camera and just see what him and the boys do well we just saw
this little long chair sitting on the side of the highway was all by itself and Mike said yo we gotta go start we gotta go sit on the chair and I said no we both can't go only one of us can go sit on this there's only one [ __ ] chair and you and I as men as brothers as best friends we're gonna play musical [ __ ] chairs on the side of the highway mark [Music] and it's so entertaining because you get to see what they do as characters as personalities and that's what
we tuned in so if you can mask a character you can make content out of a garden chair that's the one right there that's the one no I'm serious I think that's what I've been learning a lot especially when we interview traditional editors because they're like characters everything characters first character character character and I think that's still something that Jimmy could totally learn from I think he still thinks that the spectacle is the content always it is what gets you the click it's what gets you in the door yes but the character is why you
stay and while you come back again because the editor needs to keep in mind what a character is thinking what a character is feeling how a character thinks about this other character at all times the spectacle is the packaging every Avengers movie what are they package what it was the movie title I'm supposed to do it's the big explosion thing at the end yeah it's always game yeah that sounds scary yeah and so they packed respect to because that's what gets us in but what we actually do stay enjoy is the character the end game
sequence took almost over 10 years worth of movies for us to earn and enjoy that spectacle but imagine if Avengers end game and that was actually the first thing we ever saw and we never saw this 10 years worth of movies 10 years worth of character development that whole entire sequence at the end wouldn't have felt earned a spectacle was a foundation that the actual content the actual story is the character we've talked about this a lot the Dan Harmon Circle it is one of the most classic screenwriting storytelling techniques today and Dan harmer made
it famous because he simplified the hero's journey modernized it and he's used it in community he uses it in Rick and Morty it is a series of eight beats or eight chapters I would say you start in one a zone of comfort two they desire Something Free they enter an unfamiliar situation four they adapt to that City situation five they get what they desired six they pay a heavy price for winning and in seven a return to their familiar situation and eight they have overall changed that is a very simple storytelling Circle they start in
a familiar place they go through a series of Adventures they come home to the same place just having changed it could just be not just like a complete total character Arc just a little bit they've learned one thing you've learned a little bit about yourself now we can all say that but when it comes to actually writing it that's a whole different ball game actually using that storytelling formula and then actually getting the dialogue the fit the pieces The Arc the characters the uh the experiences the ideas the scenes that is a whole different experience
that requires a whole different skill to be able to achieve and to make it work I think the most classic example when we talked about this before with Ryan Trahan he followed that philosophy with his penny series he starts in a familiar situation he starts off in a hammock he goes through these trials and tribulations this is where my deliveries are starting that's okay that's all right he tries to do this but this fails he tries to do this and he pays a heavy price because he's trying to make sure that he can survive so
the money that he's raising he has to buy food to survive he's paying a heaviest price he's literally doing it but he comes back to the hammock having changed he started with x amount of money and at the end of the video he now has this amount of money but he's purchased this he's purchased this bus ticket he's lost this and he's now gonna have to try that he's changed just a little bit but it's not always even practical or like physical items lots of times it's emotional yes with the Dan Harmon Circle so he
could have had to talk to strangers about buying a water bottle and they might have rejected him selling water two dollars two bucks two dollars it's going really well selling water two dollars almost out of stock and he's now learned like oh I can kind of be okay with rejection because I just did it a bunch of times yeah but the heavy price he's paid for is he's wasted half a day and he didn't make any money right it's malleable as well so there's practical uses for it initials I agree emotional uses for it as
well and so he is using the Dan Harmon Circle as a formula but he's using it in an advanced way I think the coolest thing about the Dan Harmon Circle for me is it just emulates life yes so we all wake up we go to bed usually in the same spot we have a home and we go out and experience the world and learn stuff and we're like okay that was crazy I now know this information and then we start over and I think that's the coolest thing about the harman Circle and about storytelling in
general is it just emulates life yes and I think if you can emulate life well in a genuine way especially on YouTube because YouTube is primarily a reality based platform so you're not writing YouTube videos scene by scene usually you're usually creating situations so Mr Beast my be doing it in a little bit more of a controlled environment than other people but he's throwing other people into a weird situation and they're having to experience that Dan Harmon Circle which he's starting to get now with that one to a hundred versus video he started out the
video explaining about that guy with his daughter and why he's there and then he's paying it off later by actually bringing the daughter in clearly this is making us really excited about the fact that we can have character arcs within our YouTube videos yes so as far as a trend on YouTube because Mr Beast is starting to adopt this what does that mean for us as a collective as editors and creators so you asked me that question and what's interesting is that we have been huge proponents we need storytelling we need characters we need this
and now you've just asked me why do I want this I'm like oh I never really thought about it it comes down to satisfaction we start a video the video ends and I'm like what the hell just happened I'm actually not satisfied what actually does satisfy us is emotional experiences we want that story something we want to emotionally start here and we want to end here having emotionally changed and that is satisfying that stays and having an emotional change what does that actually do that actually gives you a memory it could just be for 10
minutes or it could just be hey I want to talk to my friend about it tomorrow and that's what excites me what happens if we get a good story we feel compelled to share it because it stays with us and I think part of us we want to relive it again it kind of also gives us huge re-watch ability when it's a great story I mean I've watched across the spider verse three times now because it's such a fantastic story and then I get a random YouTube video that I've clipped on and I was like
it's ended I mean okay that moment I hate and that moment I get 99 of the videos that I watch on YouTube and it's actually because I'm looking and looking and looking and looking for that one video that actually gives me a really great story and then once I find that I was like yeah that's what I like on YouTube and the best example has been Michelle cares I train like an Olympic boxer and I even tweeted this is what YouTube should be because at the end I was like that was Bloody fantastic that was
an incredible story I had an emotional Journey this was what I want YouTube to be and I actually think a lot of other creators want that as well well YouTube is the best distribution platform you get more freedom of what kind of stories are shared you get you know the per the random person in India that might not be able to get a show on HBO Max you can get a peek into what life is like in India or you can get a peek into some thing that you would never have experienced that's why I
really love Luke Corn's content because he highlights stories that would have never gotten made except for the freedom that we have on YouTube if the best life lessons the best way for people to emotionally mature get the best emotional intelligence get the best stories on the best easiest distribution platform in the world that's why I get excited about the potential on YouTube and that's why I'm excited about if we're all gonna get better at storytelling and sharing our own personal and emotional insights and telling the world about it what a great way for us as
a society to genuinely improve yeah I think we do see the opposite end of that a lot of YouTube is fueled by hate content here's why you should hate this person here's why this person's wrong and like let's get you all angry and so you can so you can engage so you can engage in my comments it sucks it exists but it's proof that an emotional reaction works and I think it's our job as editors to take those emotional reactions and give these uh crazers like an arc and even the audience is an emotional Arc
and experience themselves if Jimmy is not beginning to understand the impact of Storytelling if Jimmy's begin to understand that his videos have become a lot more memorable and a lot more talked about if he's able to give people emotional Journeys and he's still getting those hundreds to now leading up to minimum 200 million views per video now that's going to encourage all of his other creators who will still feel compelled to copy him to try it out themselves try to figure out how they can do it themselves and because storytelling is a very Advanced technique
they're going to end up finding their own path they're going to find out their own creative expression rather than carbon copying the vibe of Mr Beast they're gonna become more artistic themselves if Mr Beast continues this example he is gonna push us all into a new creative Renaissance on YouTube thank you [Music]
