The landscape of video editing, particularly on social media platforms, is undergoing a significant shift. Over the past few years, a style known as “retention editing” has dominated the scene. Characterized by loud sound effects, fast cuts, flashing lights, and zero pauses, this style has been successful in keeping viewers glued to their screens.
Prominent content creators like Dylan Huynh and Matthew Beem have leveraged retention editing to amass hundreds of thousands of subscribers. However, the style that once guaranteed success is now becoming commonplace, making it harder for videos to stand out.
Jimmy Donaldson, better known as MrBeast, who built his reputation by creating hyper-engaging, fast-paced videos, recently called for a change. He urged fellow YouTubers to move away from the ultra-fast-paced content era. In the past year, he has slowed his videos, focused more on storytelling, and allowed scenes to breathe, which has resulted in even more views.
Other creators have also started to gain millions of subscribers by posting videos with little to no editing, indicating a possible user fatigue with the current dominant style. This shift could have significant implications for the content creator industry, potentially altering the demand for outside editing services.
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