"The key metric Neo had his eyes on was retention: Are people sticking around for the whole video? Or are they scrolling away? Neo said he meticulously studied each video's retention graph to see where people were dropping off. Understanding how and why someone might scroll past a video can help creators course-correct for the next video."
"One video Neo worked on - "Would You Fly To Paris For A Baguette?" - racked up over 1 billion views. In the short video, MrBeast, whose real name is Jimmy Donaldson, asks someone if they'd fly to Paris to bring back a baguette for $100. After the first person said no, he upped the ante to $300. The hook of escalating offers in that video is an example of "stair stepping," Neo explained, a format that he and the MrBeast team tweaked from similar videos popular on TikTok to "Beastify" it - meaning it had to be at least a little "absurd.""
Jay Neo became a content strategist focused on short-form video retention from his teenage years running Discord servers and creating videos. He analyzed retention graphs to identify drop-off points and used those insights to improve subsequent content. That retention focus helped him join MrBeast at 18, where he worked on short-form strategy and contributed to videos that reached massive audiences. One example used escalating offers as a "stair stepping" hook to increase engagement. Neo is now the 21-year-old cofounder of Palo, a creator-economy AI startup launching with $3.8 million in funding.
Read at Business Insider
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