If you could make a video that attracts more views than the SuperBowl, for a company with more subscribers than Netflix, what would you feature on the cover?
That’s what’s at stake for a standard MrBeast YouTube video.
I've had the privilege of meeting in-person with key figures from the MrBeast C-Suite and HR department, and have listened to Jimmy (MrBeast) Donaldson share extensive insights on his YouTube achievements during podcast episodes. The MrBeast team consists of an intelligent group of people, with an intense work-rate, who share a deep passion for making “the best videos possible.”
And, they arguably are. The YouTube channel, boasting 204 million subscribers, has witnessed a remarkable surge of 90 million new subscribers since last November. Each video generates millions of dollars revenue, and almost the entirety of these earnings is thrown back into the creation of fresh content. The company has grown to more than 200 employees, has received (and rejected) $1B offers for the brand, and even has a chocolate bar partnered with the NBA’s Charlotte Hornets. It’s safe to say they’re a “beast” of their own.
It's difficult to imagine a group of individuals more well-versed in the intricacies of YouTube and the art of going viral than the MrBeast team, except for maybe the experts at YouTube itself. Donaldson has said, “If you knew what I knew, you could get 10 million views a video and you could get 10 million subscribers, no matter where you are, right now, within 6 months.”
Many factors go into how a YouTube video gets a view, but one key factor is the thumbnail – that little preview-image for a video. When scrolling through MrBeast's thumbnails, distinct patterns are evident.
Group A shows three illustrations of a frequently observed thumbnail style:
You'll notice a recurring pattern in MrBeast's thumbnail design – his face is cropped out, smiling, closed-mouth, blemishes removed, skin polished and glossy. Positioned in the background, you'll find a prominent item or image directly linked to the video's content. Most notably, in 28 out of the last 50 videos, MrBeast is the sole figure showcased in the thumbnail.
The remaining 22 thumbnails fall into 3 categories:
Group B are thumbnails that include other influencers or common characters from MrBeast videos.
Group C are thumbnails that I’ll name “large groups of complete strangers” – they contain 4 or more individuals that are non-influencers, unrecognizable, uncommon characters for MrBeast videos.
Group D are thumbnails that I’ll name “small groups of complete strangers” – they contain 3 or less individuals that are non-influencers, unrecognizable, uncommon characters for MrBeast videos.
Okay, let’s analyze.
Of the 22 thumbnails that include people other than MrBeast himself, three belong to Group B, eight to Group C, and 11 to group D.
Of the eight thumbnails in Group C, six incorporate at least 1 individual who belongs to a minority group, while two contain solely white people.
The key takeaway? Of these 12 thumbnails in Group D, each stranger is white.
It may seem like a small detail, but this shocks me.
With the depth of data, research, and expertise at the disposal of both MrBeast, this prominent whiteness begs many questions about the complexity of content creation and the YouTube ecosystem:
Recognition of thumbnail style – MrBeast is likely aware of the granular design of their thumbnails, but are they deliberately choosing whiteness to optimize viewership?
Demographic targeting – Given the size of the MrBeast platform, it’s naïve to qualify MrBeast simply as a “content creator” tailoring content and thumbnails towards a “target” (often white) audience. Does the company that tries to “make the best video possible” want to do so only for certain groups, or all groups of people? Wouldn’t we question if Netflix targeted whiteness in its interface?”
Biases in the algorithm – YouTube’s recommendation algorithm takes various factors into account when suggesting videos to users, including thumbnail elements. While YouTube may not intentionally promote “white” thumbnails, is the company aware of the inherent biases in its system, and how are they working on this issue? As the digital world and AI evolves, algorithms must work towards offering an even playing field for all types of people to be represented.
Impact for nonwhite creators – The YouTube algorithm should ideally respond to content relevance and audience engagement rather than the race of the creator. Were MrBeast nonwhite, would YouTube’s algorithm pick up his thumbnails to the same extent? Are nonwhite creators who include themselves in their thumbnails at a disadvantage to be picked up by the YouTube algorithm?
It's important to remember that thumbnail design is just one element of content creation, and many factors contribute to a video's success. MrBeast's influence extends far beyond a niche audience, and their ability to shape internet culture is substantial.
Donaldson has said, “I don’t think people really understand just how like, to be one of the top creators on the biggest social media platform...the amount of value and how crazy that it… people don’t realize how much the influence the top YouTube channels have.”
With such influence at stake, MrBeast and YouTube have an opportunity to continue to drive for better representation in media. Open up seats at the table, welcome new voices, ask more questions, and most importantly listen.
As the media landscape continues to transform, we must take notice and ask who and what groups of people are being represented. While there’s opportunity for larger players like MrBeast and YouTube to influence media representation, our own online behaviors dictate how certain algorithms feed us and other online users our content. Be conscious of your clicks.
I am not an expert on MrBeast, YouTube, thumbnail design, algorithms, or media representation. I have not watched every MrBeast video or podcast feature. However, I am a young consumer fascinated in the digital environment and value discussion over media influence. There are inherent biases within our media platforms and the content they disseminate that ultimately perpetuate inequality.
Please let me know other thoughts, questions, and perspectives. Let's dig-in and open up discussions around this issue and opportunity.
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