A leaked internal document from MrBeast Productions offers a look into the content creation strategies of YouTube’s most-subscribed channel. 

The 36-page handbook details the methods and expectations Jimmy Donaldson, known as MrBeast, set for his company’s operations.

YouTuber Rosanna Pansino posted the document on August 13, claiming it was provided by a former MrBeast employee.

“I thought it would be useful to try to braindump as much as I can into this silly little book to give new people to help bring them up to speed on everything we’ve learned over the past decade with this channel,” the manual introduction reads.

Two anonymous former MrBeast producers confirmed the document’s authenticity to digital media outlet Passionfruit.

The manual, believed to have been created in 2022, emphasizes maximizing watch time and viewer retention. It states that the first minute of each video is crucial, as viewers are most likely to stop watching. 

The guide also details how brand deals should be integrated seamlessly into content to prevent viewers from skipping segments.

According to the document, MrBeast seeks “A Players” who are “obsessive, learn from mistakes, [are] coachable, intelligent, [and] don’t make excuses.” 

Image Courtesy: Passionfruit

The handbook encourages employees to work long hours, stating that “the amount of hours you work is irrelevant” to the quality of the final product.

The manual also includes controversial sections. 

One titled “No Does Not Mean No” instructs employees to persist when denied permission to film in locations, stating that initial refusals “literally doesn’t mean shit.” 

Another section encourages allowing “the boys to be childish” during filming, promoting an environment where talent can “be idiots” for content.

YouTube’s Biggest Name Comes Under Fire

This document’s emergence coincides with recent controversies surrounding MrBeast.

Clips from 2017 resurfaced, showing MrBeast using offensive language during gaming streams and making inappropriate comments about then-14-year-old rapper Bhad Bhabie.

Simultaneously, allegations have emerged against Ava Kris Tyson, a longtime MrBeast collaborator. 

Online accusations suggest that Tyson interacted inappropriately with minors online, including discussions about nude images and anime pornography with an underage fan. 

Tyson announced her departure from “all things MrBeast and social media” in late July. Donaldson responded that he was “disgusted and opposed to such unacceptable acts” and hired independent investigators to investigate the allegations.

Additionally, contestants on a recent production of his “Beast Games” show reported safety concerns, citing a lack of access to basic necessities on set.