总结
目的
目标是制作最适合平台病毒性传播的视频，不是最有趣的视频，不是最好看的视频，也不是高质量的视频
结果导向论，白猫黑猫，抓到老鼠就是好猫。
增加发布视频的频次，比如一周一次。
视频具有未知，悬疑，好奇，才会看到最后！！！
视频
三个重要指标点击率 （CTR）、平均观看持续时间 AVD 和平均观看百分比 （AVP）
增加点击率需要极端化的标题（标题党），和抓人眼球的封面（期望）
1.视频第一分钟损失最大，所以需要有好的光线，点击诱饵的期望。（下钩子）
2.在1-3分钟，涵盖多处精彩点。 重新参与可以被描述为高度感兴趣、适合故事并使人们真正成为的内容
3.3-6分钟是视频中下一个最重要的部分。这包括许多快速的场景变化和反映故事的高度刺激的简单内容。目标是让他们爱上这个故事、视频中的人物以及整个视频本身。
4.一般来说，一旦你有某人 6 分钟，他们就会对故事超级投入，通常，不太好的内容会位于视频的后半部分
5.永远不要发出视频结束的信号。
病毒性传播需要“WOW”因素，简单而言，就是别的创作者做不了的事情，你做到了。
拍摄
每天同时推进多个项目
“不” 并不意味着 “不行” … 不要因为一个人对你说 “不” 就放弃，只有当所有可能的选择都尝试过后才能停下来
面对面的沟通比文字或语音沟通更有效
不要轻信表面信息，深入挖掘… 不要过分相信公司外部的人。调查核实他们说的话，否则如果他们没有做到，那就是你的错。
永远预留备用拍摄日
即使约定好5天的达成期，也要每天交流进度。
剪辑
先做标题，然后封面，然后根据封面创作剪辑，不要跟封面不同，否则第一分钟会因为丢失期望增加跳出率。
在视频开始时吸引人们，将他们过渡到一个他们投入的精彩故事，没有沉闷的时刻，然后在视频结束时以突然的结局获得令人满意的回报。
观众想要新鲜的东西（这是显而易见的，因为每个多年来重新整理格式的频道总是会死去）。
视频结尾必须始终突然，以保护留存率。
金句
This is not a rulebook.
这不是一本规则手册。
I need you to repeat this in your head three times: “I will apply everything I read with a grain of salt.”
Your goal here is to make the best YOUTUBE videos possible。Not to make the funniest videos Not to make the best looking videos. Not the highest quality videos Sounds obvious but after 6 months in the weeks a lot of people tend to forget what we are actually trying to achieve here.
我需要你在脑海中重复这句话三遍：
我将对我读到的所有内容持保留态度。
您在这里的目标是制作最好的 YOUTUBE 视频。（不是为了制作最有趣的视频 不是为了制作最好看的视频。不是最高质量的视频 ）听起来很明显，但几周后的 6 个月后研究，很多人往往会忘记我们在这里真正想实现的目标。
We are a results based company. Get shit done and move the goalpost!
我们是一家以结果为导向的公司。把事情做好，不断挑战极限！
99% of movies or tv shows would flop on Youtube. On top of that they’d be wildly unprofitable, have no flexibility, and long lead times that can’t adapt to trends. We arn’t here to make a small movie once or twice a year, I want to make one a week lol.
99% 的电影或电视节目会在 Youtube 上失败。最重要的是，他们将非常无利可图，没有灵活性，而且交货时间长，无法适应趋势。我们不是来这里一年拍一两次小电影的，我想每周拍一部，哈哈。
there is, have good lighting at the start of the video haha
有，视频开头有好的灯光哈哈
The three metrics you guys need to care about is Click Thru Rate (CTR), Average View Duration AVD), and Average View Percentage (AVP)
你们需要关心的三个指标是点击率 （CTR）、平均观看持续时间 AVD 和平均观看百分比 （AVP）
This is what dictates what we do for videos. “I Spent 50 Hours In My Front Yard” is lame and you wouldn’t click it. But you would hypothetically click “I Spent 50 Hours In Ketchup”.
这就是我们如何处理视频的原因。“I Spent 50 Hours In My Front Yard” 很蹩脚，你不会点击它。但是你会假设点击“我在番茄酱中度过了 50 小时”。
An image of someone sitting in ketchup in a bathtub is exponentially more interesting than someone sitting in their front yard. Titles are equally as important for getting someone to click。
一个人坐在浴缸里吃番茄酱的照片比坐在前院的人要有趣得多。标题对于让某人点击同样重要。
In general the more extreme the better. “I Don’t Like Bananas” won’t perform the same as “Bananas Are The Worst Food On Earth”. Expectations is why
一般来说，越极端越好。“I Don’t Like Bananas”的表现与“Bananas Are The Worst Food On Earth”的表现不同。期望就是原因
Imagine you clicked on a video titled “World’s Largest Bouncy Castle” and the thumbnail had a
giant yellow bouncy castle beside a bunch of huge buildings.Then when the video plays it’s not a yellow bouncy castle, it’s red. It’s also not the world’s largest. It’s also in a field with no buildings like the thumbnail. You’d feel like you were lied to and click off because the video did not meet the expectations of the title/thumbnail. THIS IS WHY YOU MUST KNOW THE TITLE AND THUMBNAILS OF THE VIDEOS YOU ARE MAKING!
想象一下，您点击了一个名为“World’s Largest Bouncy Castle”的视频，缩略图上有一个
巨大的黄色充气城堡，旁边是一堆巨大的建筑。然后当视频播放时，它不是黄色的充气城堡，而是红色的。它也不是世界上最大的。它也位于没有像缩略图那样的建筑物的字段中。您会觉得自己被骗了并点击关闭，因为视频不符合标题/缩略图的期望。这就是为什么您必须知道您正在制作的视频的标题和缩略图！
the first minute has the most loss (go look). This is why we freak out so much about the first minute and go so above and beyond to make it the best we freakin can make it the best we freakin can
第一分钟的损失最大 （Go Look ）。这就是为什么我们在第一分钟就如此惊慌失措，并竭尽全力让它成为我们的最好的
Let’s say the start of the video wasn’t well-lit, I didn’t match the expectations of the clickbait, I didn’t
pre plan what I’d say, and we didn’t front load some interesting stuff for the first minute of content, we would have lost much less then 21 million people.
假设视频的开头光线不佳，我不符合点击诱饵的期望，我没有预先计划好我要说的，如果我们没有在内容的第一分钟预先加载一些有趣的东西，我们损失的人数会少于 2100 万人。
After the first minute of content you will have what we call minutes 1 thru 3. This is where you have to transition from hype to execution (generally). Stop telling people what they will be watching and start showing them.
在内容的第一分钟之后，您将拥有我们所说的第 1 分钟到第 3 分钟。这是您必须从炒作过渡到执行（通常）的地方。 停止告诉人们他们将观看什么，并开始向他们展示。
An example of a 1 thru 3 minute tactic we would use is crazy progression. Let’s say we have 10 minute video about a guy surviving weeks in the woods. Instead of making the first 3 minutes of the video about his first day then progressing from there like a logical filmmaker would.We’d tried to cover multiple days in the first 3 minutes of the video so the viewer is now super invested in the story. They’ve seen this man survive multiple days in the woods and emotionally now want to see how much further he can go We also want to do something around the 3 minute mark called a 3 minute re-engagement A re-engagement can be described as content that is highly interested that fits the story and makes people genuinely a. It’s important to re-engage the viewer around this time because they could get bored of the story and click off.
我们会使用的 1 到 3 分钟策略的一个例子是 Crazy Progression。假设我们有一段 10 分钟的视频，讲述了一个男人在树林里存活了几个星期的故事。而不是像一个合乎逻辑的电影制作人那样，在视频的前 3 分钟讲述他的第一天，然后从那里开始。我们试图在视频的前 3 分钟涵盖多天，这样观众现在就超级投入到故事中。他们已经看到这个人在树林里活了好几天，现在情绪上想看看他能走多远我们还想在 3 分钟左右做一些事情，称为 3 分钟重新参与 重新参与可以被描述为高度感兴趣、适合故事并使人们真正成为的内容。在这段时间重新吸引观众很重要，因为他们可能会对这个故事感到厌烦并点击离开。
Following the first minute, then minutes 1 thru 3, is obviously what we call minute 3 through minute 6 and is the next most important part of the video.
This is where you plan out all the most exciting and interesting content that is also very simple. This includes lots of quick scene changes and highly stimulating simple content that reflects the story. The goal is to make them fall in love with the story, the people in the video and the overall video itself. If we can get them to watch the first half of the video there’s a very high chance they’ll watch to the end. Usually at the 6 minute mark we will include another re-engagement that is highly interesting but needs a little more explanation and will push the story in the back half of the video.
在第一分钟之后，然后是第 1 分钟到第 3 分钟，显然是我们所说的第 3 分钟到第 6 分钟，是视频中下一个最重要的部分。
这是您规划所有最令人兴奋和有趣的内容的地方，这些内容也非常简单。这包括许多快速的场景变化和反映故事的高度刺激的简单内容。目标是让他们爱上这个故事、视频中的人物以及整个视频本身。如果我们能让他们看完视频的前半部分，他们很有可能会看到最后。通常在 6 分钟时，我们会加入另一个非常有趣但需要更多解释的重新参与，并将故事推到视频的后半部分。
Many videos have been killed because the back half content was ass lol.
许多视频被杀死是因为后半部分的内容是垃圾，哈哈。
But in general once you have someone for 6 minutes they are super invested in the story and probably in what I call a “lull”. They are watching the video without even realizing they are watching a video. Typically the not as good content would be in the back half of the video. Don’t ever signal the end of the video unless it’s to build hype for the prize or payoff a
t the end of the video. This is also where long explanation bits can live and if something unexpected happens or things don’t go to plan that can be turned into content.
但一般来说，一旦你有某人 6 分钟，他们就会对故事超级投入，并且可能处于我所说的“平静”中。他们正在观看视频，甚至没有意识到他们正在观看视频。通常，不太好的内容会位于视频的后半部分。永远不要发出视频结束的信号，除非是为了在视频结束时为奖品或回报造势。这也是长解释位的地方，如果发生意外情况或事情没有按计划进行，可以转化为内容。
Another non trackable thing about virality I’d like you to know is what we call the “wow factor” and it’s definitely the most subjective.
我想让你知道的关于病毒式传播的另一个不可追踪的事情是我们所说的 “哇因素”，这绝对是最主观的
We offered someone $500,000 if they could live in a circle in a field for 100 days and instead of starting with his house in the circle that he would live in, we bring it in on a crane 30 seconds into the video. Why? Because who the fuck else on Youtube can do that lol.
It obviously hooked the viewers and helped retention but there are millions of ways we could have done that easier
我们向某人提供 500,000 美元，如果他们可以在田地里围成一个圆圈生活 100 天，而不是从他将要居住的圆圈中的房子开始，而是在视频中 30 秒用起重机把它带进去。为什么？因为 Youtube 上还有谁他妈的能做到这一点，哈哈。
它显然吸引了观众并帮助留存了观众，但我们有数百万种方法可以更轻松地做到这一点
Anytime we do something that no other creator can do, that seperates us in their mind and makes our videos more special to them. You can’t track the “wow factor” but I can describe it.
Anything that no other youtuber can do. And it’s important we never lose our wow.
任何时候我们做一些其他创作者无法做到的事情，这会在他们的脑海中将我们分开，并使我们的视频对他们来说更加特别。你无法追踪 “令人惊叹的因素”，但我可以描述它。
其他 youtuber 无法做的任何事情。重要的是，我们永远不会失去我们的惊喜。
The big things would probably be you need a thumbnail sketch and creative on your team to write the a. DO NOT just go to them and say “I need creative, let me know when it’s done” and “I need a thumbnail, let me know when it’s done”. This is what most people do and it’s one of the reasons why we fail so much.
最重要的事情可能是你需要一个缩略图草图和团队中的创意来编写 a。不要只是去找他们说“我需要创意，什么时候完成就告诉我”和“我需要一个缩略图，什么时候完成就告诉我”。这就是大多数人所做的，这也是我们如此失败的原因之一。
Now let’s say Tyler and you agree it will be done in 5 days. YOU DON’T GET TO SET A REMINDER FOR 5 DAYS AND NOT TALK TO HIM FOR 5 DAYS!
Every single day you must check in on Tyler and make sure he is still on track to hit the target date
现在假设 Tyler 和你同意在 5 天内完成。你不能设置 5 天的提醒，也不能在 5 天内不与他交谈！
每天你都必须检查 Tyler 并确保他仍然在按计划达到目标日期
Dumping your bottleneck on someone and then just walking away until it’s done is lazy and it gives room for error and I want you to have a mindset that God himself couldn’t stop you from making this video on time. Check. In. Daily. Leave. No. Room. For. Error.
把你的瓶颈甩在别人身上，然后在完成之前走开是懒惰的，它为错误提供了空间，我希望你有一种心态，上帝自己无法阻止你按时制作这个视频。检查。在。日常。离开。不。房间。为。错误。
This is why we say video everything. Which is more important, that one person has a good mental grip of something or that their entire team of 10 people have a good mental grip on something? Obviously the team. And the easiest way to bring your team up to the same page is to freaken video verything and store it where they can constantly reference it.
这就是为什么我们说视频一切。一个人对某事有很好的心理把握，或者他们的整个团队 10 人对某事有很好的心理把握，哪个更重要？显然是团队。让您的团队达到同一页面的最简单方法是将视频 verything 怪异并将其存储在他们可以不断引用的地方。
SAY THE NEGATIVES
说出负面
Title says it all. Don’t just tell people on your team or me why something is a. It’s infinitely more valuable to tell us why it’s not good. I FOUND THE CASTLE WE NEED FOR THE VIDEO! But it’s booked all year, overbudget, and someone died in it last week.
标题说明了一切。不要只告诉你团队中的人或我为什么某件事是 a。告诉我们为什么它不好更有价值。我找到了我们需要的城堡！但它全年都被预订一空，超额预算，上周有人在里面死了
No excuses, stop leaving room for error. Check in daily, receive videos, and know weeks in advance if you’re fucked. Not days.
不要找借口，不要再给错误留下空间。每天签到，接收视频，并提前几周知道你是否被搞砸了。不是几天。
WITHOUT WHAT YOU’RE WORKING ON WE DO NOT HAVE A VIDEO! Protect it at all costs, check in on it 10x a day, obsess over it, make a backup, if it requires shipping pay someone to pick it up and drive it, don’t trust standard shipping, and speak up the second anything goes wrong.
没有您正在处理的内容，我们就没有视频！不惜一切代价保护它，每天检查它 10 次，沉迷于它，做备份，如果它需要运输，请付钱请人来取走和驾驶它，不要相信标准运输，并在出现任何问题时大声疾呼。
Creativity Saves Money
创意省钱
Don’t take anything at face value, always dig eally。
如果你在下周之前需要 10,000 个枕头，并且你已经打电话给 10 个枕头 公司，没有一家的库存超过几百家，但随后是第 11 家 公司神奇地有 10,000 个枕头，调查一下。他们是一件代发吗？是 枕头烂吗？为什么他妈的没人要你的枕头？推送并获取答案。往往会发生的情况是，人们认为他们的工作已经通过找到10k 枕头，只订购它们，让我们在遇到问题时发现它们的问题到达，但它离拍摄窗口太近了，无法修复它。不要过分信任人
grab them in real life if you can. The more complex what needs to be said is, the higher the form of the communication you should use. Call first then text if they don’t answer.
如果可以的话，在现实生活中抓住它们。需要说的是越复杂，您应该使用的通信形式就越高。如果他们不接听，先打电话，然后发短信。
Everything you need can be solved by one of these 5 things above. Use Math, Science, Vision, Approvals, or Budget.
您需要的一切都可以通过上述 5 件事之一来解决。使用 Math、Science、Vision、Approvals 或 Budget。
Work on multiple videos EVERYDAY。
Please do not come in and only work on one video during a workday.
That’s how you fall behind on future videos and create a nasty cycle that i’m trying to stop. If you drop everything and go all in on a video for 3 days then that’s 3 days your other videos will fall behind and eventually you’ll have to drop other videos to focus on those videos and it will snowball into you can’t do anything but focus on what’s right in front of you because you murdered any lead time you a. If you ever only work on one video during a day, you failed as a MrBeast employee that day
每天处理多个视频。
请不要在工作日进来，只制作一个视频。
这就是你在未来的视频中落后并创造一个我正在努力阻止的令人讨厌的循环的原因。如果你放下所有东西，全力以赴地制作一个视频 3 天，那么就是 3 天，你的其他视频会落后，最终你将不得不放弃其他视频来专注于这些视频，它会像滚雪球一样，你什么也做不了，只能专注于你面前的事情，因为你谋杀了任何提前期。如果你一天只制作一个视频，那天你作为 MrBeast 员工就失败了
Hook people at the start of the video, transition them to an amazing story that they are invested in, have no dull moments, and then have a satisfying payoff at the end of the video with an abrupt ending.
在视频开始时吸引人们，将他们过渡到一个他们投入的精彩故事，没有沉闷的时刻，然后在视频结束时以突然的结局获得令人满意的回报。
Viewer want new and fresh things (this is evident because every channel that rehashes formats for years always dies).
观众想要新鲜的东西（这是显而易见的，因为每个多年来重新整理格式的频道总是会死去）。
The video endings must always be abrupt to protect retention.
视频结尾必须始终突然，以保护留存率。
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