Known as “retention editing” because of its unique ability to keep a user glued to their screen, this style features loud sound effects, fast cuts, flashing lights and zero pauses.

“It’s the Beastification of YouTube,” said Noah Kettle, co-founder of Moke Media Co., a video editing and social media monetization consultancy. MrBeast, whose real name is Jimmy Donaldson, built his reputation by creating hyper-engaging, fast-paced videos with frequent action on screen. That led smaller YouTubers and content creators to mimic his style.

Donaldson tweeted a plea to his fellow YouTubers to “get rid of the ultra fast paced/overstim era of content.” He said that in the past year, he has slowed his videos, focused more on storytelling, “let scenes breathe, yelled less” and focused on longer videos, all of which has resulted in even more views.

if content creators require fewer editing resources, it could alter the outside editing services that many content creators use.

Creating a retention edited video requires a lot of work. “Every clip in the video should be under two seconds,” said Dara Pesheva, a 17-year-old who works as a freelance video editor for social media content creators. “Every 1.3 to 1.5 seconds you have to have a new graphic or something moving, you have to [use] a lot of effects. For every image and every transition, you have to add a sound effect. You need flashing graphics, and you have to have subtitles in every video.”

TikTok has trained users to scroll away if they aren’t hooked within the first half-second, social media video editors said. This is why so many retention edited videos start with a loud bang or whoosh sound.

“People around my age can’t focus,” Pesheva said. “They have very short attention spans. They’re used to TikTok, and so editors have to adjust for Gen Z. They have to adjust to the fact that people can’t keep their attention on something for more than a second if it’s not entertaining.”

CapCut, the video editing platform owned by TikTok parent company ByteDance, allows users to add catchy sounds and special effects to their videos with just a few taps. This has allowed anyone, even children, to create videos with tons of explosions, laser effects and animated text. Replicating those same effects on older video editing tools such as Adobe Premiere or After Effects could take hours and is far more complicated.

Connor Bibow, a freelance videographer in Georgia, said that it’s no surprise retention editing works so well on channels like MrBeast’s that cater to children, because the editing format is very similar to children’s cartoons. “It’s a lot of noises and bright colors,” he said.

Thavaseelen said he began leveraging retention editing after seeing MrBeast speak about it. “MrBeast is very open and transparent with his content, and he tells people what he said,” Thavaseelen said. “He tells people you have to optimize for retention. A lot of clips he puts on short form are retention edited.”

as MrBeast has cooled on the style, experts say that other creators are already beginning to follow. “There’s been a wave of creators who have now transitioned to just making hour-and-a-half videos with just them and a whiteboard,” Kettle said, “and they’re outperforming every single video that they’ve done that was optimized for attention.”

Cicero, the Syracuse University instructor, said that YouTube, like many art forms, has different styles that define different periods. Retention editing, he said, has defined the 2020 to 2024 era, but fatigue eventually sets in.“Early on, it was very easy to blow up and become a viral hit with [this type of editing], but now it’s a lot harder,” he said. “There are these waves of different trends in editing, or in fine art, or in music, where you have these different styles. Maybe retention editing is like the impressionist period for YouTube.”