#SocialMedia#YouTube#Influencers#InfluencerMarketing: "The Washington Post put out a great piece last week addressing all of this, calling it the “beastification of YouTube,” which it describes as “hyper-engaging, fast-paced videos with frequent action on screen.” It’s also referred to as “retention editing” in thousands of tutorials you’ll find on YouTube. And this is, largely, a YouTube-driven trend.
The importance of YouTube as a cable TV replacement and Netflix competitor is why MrBeast, the platform’s biggest star, is spending between $3-$5 million per video right now, up from around $200,000 a video just a few years ago. To put that absolutely outrageous number in perspective, a MrBeast video is roughly the same cost per video as any episode from the first five seasons of Game Of Thrones.
But it’s not just YouTube that is tweaked for retention editing. It’s happening on TikTok, as well. Guides last year were saying you had to capture viewers in the first three seconds. I’ve read a few guides from this year that are now saying hooking a TikTok user has to happen in the first 1.5 seconds. There’s an oft-quoted “shoeshine boy” theory of markets, usually attributed to Joe Kennedy in the late 1920s, who said that when the boy shining his shoes had stock tips, he knew the market was about to collapse. Well, here’s a similar rule for digital video: If you’re trying to optimize your video in microseconds, the video pivot is probably already over." https://www.garbageday.email/p/welcome-video-bloat-era
