The Marketing Bestie Podcast with zoeunlimited - Is this the DOWNFALL of Mr. Beast?

Episode Date: September 16, 2024

👉🏻Go to https://factormeals.com/zoeunlimited50 to get 50% off your first box plus 20% off your next month!! Is Mr. Beast a philanthropist, a genius marketer, an alleged sociopath, or Buzzfeed 2.0? Alas, a deep dive on the confusing brand of Mr. Beast explained by your marketing bestie. Learn & Grow with me. 💖 Instagram: https://www.instagram.com/zoeunlimited/ 💜 TikTok: http://www.tiktok.com/@zoeunlimited 🖤 Listen on audio: http://apple.co/zoeunlimited https://open.spotify.com/show/0ZReedpR6Bf1kvHeKBuWY1 🪭 All my outfits https://www.shopltk.com/explore/zoeunlimited 👩🏻‍💻 LinkedIn www.linkedin.com/in/zoeunlimited 🛒 Essentials https://www.amazon.com/shop/zoeunlimited 📧 Business inquiries: [e-mail] Learn more about your ad choices. Visit megaphone.fm/adchoices

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Arm and Hammer, more power to you. How do you know if someone is a pathological liar? 300,000, $500,000, $1 million. Hearing a thousand people's blindness. Thank you don't know the month that we've had. Thank you so much, man. This shit's gotta be fake. Oh yeah.

Mr. Beast was accused of faking his videos. Promoting gambling to children. 46 illegal lottery. Deny basic human rights. This train track is CGI, these bus wheels are CGI, this car is digitally lifted. This pit is fake. This guy is fake.

This raccoon is a paid actor. This island costs more than a dollar. This city is not abandoned. You can literally get an Uber to the airport for $20. This line is scripted. is scripted. In fact, pretty much all the videos with Mac are scripted. As long as you're proud of what you're doing. Yeah, well, and you're not hurting people and blah blah.

Yeah, yeah, yeah. And you're not secretly evil. You're crying. That's so good for camera. Can you cry more? I'm so good for the camera. On bigger YouTubers, you'll see comments all the time that are just like, you only made this video because you knew it would get views. And just hear me out. Isn't the point of YouTube to get views? If there was one person destined to be the first YouTube billionaire, it must be Mr. Waste. Being the first YouTuber to break

to break 300 million subscribers doing 2.1 billion views per month. Has his face on Times, creator of the year four times in a row at the streamies, with fans that will cause a safety hazard, owns a gaming line, merch, and a burger brand, selling $100 million of chocolate per year, and casually locked in a $100 million deal with Amazon. But somehow, there is still a way to mess everything up. So how did the reincarnated god of YouTube screw up more than $500 million worth of Halo Effect?

Thank you, Jesus. Are you serious? I didn't even think this is for you. That's exactly the mystery we will uncover today. I'm locked in a cage at his whim and I have to do things to get the cash I need. But not only that is Mr. Beast repeating the same BuzzFeed mistake heading to his doom. I was there when they were authentic and then I saw the transition to what I feel like is a, company. He's like a TV show now.

And from the marketer's perspective, what are the screaming rough likes of his brands? As your marketing best, he graduated top 1% UCLA business economics with a background in marketing by actually having worked with a Mr. Bees team during my time as a marketer at PayPal Honey. Which I do have some stories to share. Stay tuned. So let us dive into the subtle rebrand of Mr. Rees and how he turned from a passionate underdog creator, a philanthropist that everyone, especially kids, love

to an alleged fraud and sociopath. You can actually see some of this happen on camera, like when Jimmy pays one of the boys, $10,000 to leave, which is twice as much as the actual prize money. It doesn't make the same offer to the girls. I actually have to dial back my content sometimes, just so people think it's real. Now, why is this even relevant to you?

Other than the fact that you were part of the 2.1 billion views on his channel, but believe it or not, whether you're a beast or a priest, You may see yourself one way. But how does your dream college, dream job, dream boy or girlfriend see you? That's the importance of brand. And yes, you have one. And I'm creating the series to analyze pop culture influences from a marketing perspective because many of whom do not recognize the power of influence they have over a generation

of not just young girls, but in this case, everyone. And I think it's so important to be aware of and reflective of the people who are shaping our culture. Here's the money, have a good day. Despite how terrible, the Beast brand looks right now. We will also talk about a few rebranding strategies, not to save the bust of his inflated brands, but to use this massive platform for genuine impact and not just charity for views. Fall is coming and I know you are getting crazy busy, so fuel up for your days with factors, no prep,

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have new flavors to explore. the kitchen time to a minimum. Factor Meals are ready in two minutes. No shopping, prepping, cooking, or cleaning up. Head to factormeals.com slash Zoe Unlimited 50 and use code Zoe Unlimited 50 to get 50% off your first box plus 20% off your next month. That's code Zoe Unlimited 50 at factormeals.com slash Zoe Unlimited 50% to get 50% off your first box plus 20% off your next month while your subscription is active. First, we need to understand how Mr. Beast had every single chance to create the billion dollar empire. Starting with Mr. Beast 1.0. So, I make video. 13-year-old Jimmy Donaldson was just a relatable kid. Like how many kids have hobbies of arch, gaming, sport, little Jimmy picked

up the hobby called YouTube. But there was a problem. Months after months, Jimmy was stuck in the sub 1K view jail. That was it. People thought it was crazy. I'm gonna be a YouTuber. I'm gonna be like, I don't know. I'm gonna be one. I'm just gonna figure it out.

I don't care. How is he going to be the biggest YouTuber in the world? There was only one single brand mission for Mr. Beast. Go viral or go home. And a glimpse of hope finally began to show after five years of trying. With his first breakthrough videos like spending 40 hours to count to 100,000, watching paint dry for an hour. Staying on a water for 24 hours.

Then giving strangers $1,000. Breaking the law. Then giving strangers $10,000. Then more and more. Than 50,500,000? Mr. Beas was on the path to win attention at whatever cost, literally. I just wanted to be the biggest YouTube art could be. By 2018, Mr. Bees has given out $1 million through his outlandish stunts,

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We will dissect his brand of being a philanthropist in a moment. Jimmy said, can you say to the camera how thankful you are that now you can pay back your student loans? But one thing that stands true, despite all the allegations is that Mr. Bees is genuinely passionate about YouTube. I fell in love and I've been hooked ever since. People just tell me all you talk about is YouTube. But back then I was so hyper-obsessed.

Every day for a thousand days in a row, did nothing but just like hyper-study, how to go viral. Almost to a degree of fanaticism and addiction. That he is willing to cross any boundaries, meaning any boundaries, that led to both his success and his imminent downfall. It is a little scary to think. If someone has no foundational boundaries and is willing to do everything and anything, from giving away $500,000 to quote-unquote changing total stranger's lives for good, to gather millions of eyeballs,

then how dangerous can you get when you realize that hurting other humans instead of helping them can get you just as many, if not more, views? I'm just happy to be out. I still can't walk well, but it hurts less. And like, I'm not famous enough to burn a bridge. So at the end of the day, I'm still Jimmy's bitch. That's the truly scary future of Mr. Be's growing empire without the right safeguards for accountability. The people who are the most financially destitute who are so in need of money will be treated or willingly treated like props and utterly disregarded for their mental and physical safety. But because they are so financially vulnerable, they are really.

willing to sign up to be humiliated on camera in hopes of winning big prices that could change their lives through these games that may or may not have predetermined winners. The contestants are not random subscribers. So many people had jobs. Oh, that contestant had to get out for her job. I guess you forgot she's your hiring manager. I actually recognize a lot of people in this video, including Jimmy's own girlfriend. Now, you may be wondering, from a kid filming his bedroom to just another prank YouTuber,

What gave the brand of Mr. Beast its golden shine to be the face of YouTube and all the prestige that are currently a stake? Well, before we talk about Mr. Beast 2.0, there was a crucial man behind the scenes who truly amplified the potential of the Mr. Beast brand. His ex-manager, read. He did say he had a million subscribers when I met him and he was like, I'm going to have 10 million subscribers by the end of the year. I was like, okay, as crazy as this sounds, I'm willing to help you. who I met many times and is a very intelligent and respectful person. Without his guidance for the branding of Jimmy and his six primers that broke the 10 million, then 100 million, then 300 million subscribers, the brand of Mr. Bees would not be at the same scale.

And all the backlashes and PR crisis right now might have happened years earlier. Yeah, yeah. Jimmy was, he wanted to work with that company when he heard about it because there was a lot of money and we wanted to give that money away in a video and I had to talk him back back on it. I was like, listen, we're not promoting gambling. I think people are going to see this negatively. So there's a long conversation that him and I had to have, which eventually we passed on the deal. Before Mr. Beast became the Mr. Beast. No brand will work with a prank channel due to legal concerns and negative brand associations. Yet, Mr. Beast manager somehow convinced Honey, one of the earliest brands to work with Mr. Beast.

He was like, I need money to fund these videos. And so Honey, thankfully, become our first partner. Everyone, comment down below your love for honey. And surprise, surprise, I can actually give you the back end of the story because I worked on the PayPal Honey's marketing team. And the Beast and Honey collaboration was a huge win on both ends. A, it set the brandable record for Mr. B so that the floodgate open that more and more billion dollar companies and brands are willing to work with him. That gave him the money to scale up his videos to create more viral moments that grew more views that I'll try and attracted more advertisers that funded more viral videos to afford all the Lamborghinis to give away or destroy. And B, it was a very bold move for Honey as a brand to be associated with Mr. Bees.

Who was not always brand safe and would have been even less safe had it not been read stopping Jimmy from executing certain concepts. Were there any other videos that you were unsure of with him? Oh man, there's a ton. Where do I start? This isn't safe. We probably shouldn't be filming it. But because the partnership began when he was much less known, it was like buying an apple stock in the 90s, a very risky investment, but with insane returns. When Mr. Beast began blowing up after blowing up, and to continuously secure sponsorships,

he and his team reshaped his brand to be more and more catered towards kids, aka kid friendly, which is also part of the branding crisis I would talk about. But from a creative and marketing standpoint, I absolutely have a lot of respect for Jimmy. His ads were undoubtedly some of the highest evergreen performance during my time at Honey. We're literally about to check out without honey. That is a sin. And as a creator, I very much look up to his laser-sharp focus.

His level of obsession in wanting to create mega-viral videos speaks through the quality of the videos themselves. But the transformation from lo-fi webcam YouTuber to island-giving mega-entrepreneur was both the start and end to a brand. Now's not the time to develop a heart. Oh my gosh. Welcome to the next trap. You've been eliminated. He went from a YouTuber guy with a camera to Amazon.

Thus the birth of Mr. Beast 2.0. It says like 18 to 24, but I know all my fucking viewers are little kids. Trust Mr. Beast, watch and help others, contribute to his cause. And one day, he'll help you too. You are subscribed. Here's some money. Have a good day. Hit that subscribe button because you might bump into me in real life and it might make you a lot of money. Subscribe. Subscribe. Subscribe. Because you could compete for tons of money in future videos.

There's no reason not to. It's free. Before we dive deep into the crumble of the god's like brand of Mr. Beast, in face of all the recent allegations from Mr. Beast's ex-employees to other YouTubers like Roe, we need to pay attention to how did Mr. Beast transition from YouTuber to this giant media corporation. In other words, when did Mr. Beast stop being? a person and became a monstrous company about to be out of control. I have 8,000 subscribers. Oh my goodness, that's crazy. I'm not holding back. This is my life. When this approach to YouTube, I've never seen anyone like it. Like, what kind of

psycho genius? I just opened my very own charity. I've never ran a restaurant before. We will be donating $100,000 to Twitch streamers. Wait, what, whoa, wah! This is the most expensive firework in the entire world. Last one of you to leave this island cap soon. Well, what is the brand of this Mr. Beast 2.0? I remember it being just such an exciting time on YouTube when Mr. Beast was doing all the unthinkables. Launching games, restaurants and chocolate brands, everything was about to scale up and become very corporate. Now this has become almost inevitable given how the Beast brand has become so massive

that at a point brand sponsors can't afford him anymore. I know Honey couldn't. One integration would probably eat up the quarterly budget. So as a giant corporation, instead of a solo YouTuber now, with videos that take over millions of dollars to make, the Beast brand needs funding fast. Hence came the birth of a few questionable brands. Finger on the app, which is very unbranded with the extreme challenges on Mr. Beast's main channel,

but foreshadows the problematic nature of the company's direction. It is a game where four people won $20,000 each by keeping their fingers on the app for over 70 hours. It always stuns me how Mr. Beast is able to use money to make people bend and twist in ways that is almost dehumanizing and making that as a form of entertainment for children. And this will be a recurring pattern that will eventually lead to the branding crisis. Next, Beast Burger launched with so much hype that it was causing a safety hazard.

But the product is a product, itself. And of course, feast bowls that sell $100 million a year. They sent these to me, some of which I actually like, despite having pretty high sugar content and more of a lottery brand than chocolate, as I'll discuss later. But with the financial support from these physical brands, Mr. Beast was creating bigger and bigger productions and hitting higher and higher numbers, aspirational for not just YouTubers, which began a positive reinforcement of the Halo effect. The halo effect, also known as a halo error, is a type of cognitive bias, which the impression of one trait of a person influences how others feel and think about the person's other traits.

For example, thinking someone is nice affects the perception of his other characteristics, such as, oh, he must be also smart. And in the case of Mr. Beast, the halo rings shine brighter than Rihanna's diamond, which created a super strong brand. First, as an extension of his attention by massive giveaways, he began his charitable videos that caught many tear-shedding moments on camera. Honestly, a genius way to build goodwill and trust in all of the different beast brands. But the intention behind such actions are less clear now.

On if it's just a way to buy good publicity. You're crying, that's so good for camera. If you're crying because you're so thankful, and then you go, I'm so glad he knows. needed it that bad. Can you cry more? I'm so good for the camera. But people like Mr. Beast, especially his huge children demographic that could not tell apart performative philanthropy as a strategic corporate investment from being pure-heartedly selfless. People do like watching Jimmy, I think for the most.

But compared to other huge YouTubers before that left a scar on people's trust with shocking scandals, everyone desperately wanted a hero who won't break that trust. again and Mr. Beast fit right into that role. The second key factor to his strong brand was that Mr. Beast sold a dream to his massive global audience of children. That would luck and by subscribing to his channel you can do anything. You can win cash too heavy to carry a Lambo just for fun and a whole chocolate factory that anyone can live a luxurious life as long as you like and subscribe, which is a major growth How about this? Let's give a thousand dollars away to someone who subscribes to your channel the next five days.

Hit the subscribe button. Through which Mr. Beast has given away a crazy amount of money to his quote unquote random subscribers. They're almost always local to Mr. Beast and oftentimes friends and family of Mr. Beast employees or just the employees themselves. One of them just so happened to go to a YouTuber with 700,000 subscribers at the time. Just like the wise man himself said, if no one clicks, no one watches. and his brand is very clickable. Just like his eye-popping thumbnails, the reenactment of Squid Games,

crushing a Lamborghini, coupled with extravagant charity giveaways, created the wow factor, key in his branding as documented in a leaked employee manual, aka sensationalism. Does the message to young impressionable miners ever come across as long as I'm rich and powerful, I can do anything. I just bought this entire grocery store.

and make people bend to me. Perhaps. Every day he survives in this room, I give him $10,000. I want to be here than there. Then leave. I just made you rich. Is the gamification of money, encouragement of gambling,

and wasteful behaviors to get views the healthiest roadmap for the next generation of kids? I hope not, but no one dared to show the slightest concern because the charitable part of the Mr. B's brand hit a weak spot in humanity. where the halo effect outshined everything underneath.

Everybody loves Jimmy behind closed doors. He is not super great. That image is cultivated purposefully and intentionally. It's branding, it's marketing. Did the Mr. Beast business slowly become a combination of carnival games, poverty porn, and abject humiliation? Or has it always been somewhat exploitative

of the underprivileged, desperate, and underage people for views? And it's a chase for views. truly for the love of the art of YouTube and not for the love of the dollar signs. Given Mr. Beast's seemingly nonchalant attitude towards money, even though being a multi-millionaire? Why do I need money? So you don't like go crazy? You don't have a Ferrari or anything nuts?

No. But did you desire money? Like when you were younger? I've only won money so I can make better videos. So I can grow my channel. Yeah. But it's like, no. I mean like...

Well, no one dug or dared to even question the incredibly strong brand Mr. Bees built love by millions and millions of people, until a small crack in the perfect image turned into a whole brand-shattering crisis. The Ava Chris Tyson's sexual misconduct scandal was the first time that began to associate the word problematic with Mr. Beas, the man of kindness and charity. What exactly is a brand?

It is all the associations. You don't associate Nike with junk food or food. laziness because every major partnership they did were with elite athletes and you don't associate Chanel with the word cheap that's why people are willing to pay over 10 grand for a bag that takes less than 300 dollars to make hence the value of a brand is in its associations and because mr. Beast rebranded from a solo YouTuber to a mega media company with a cast of people including Eva now revealed to be a predator the brand of Mr. Beast is now associated with the brand of a predator.

Everything that Mr. Beast did that people loved, that I would argue are a little over romanticized, are now begging a new look. Guy just made you rich. I just made you rich. Where the authenticity and intentions of the brand are called into question. From rigging contests to alleged faking videos to potentially deleting comments, faking signatures,

running lotteries that may may have broken the law and mistreating employees and contestants, the brand of Mr. Bees has flipped from being a kind philanthropist to a lying manipulator and sociopath, using money to make desperate humans dance like monkeys for views from impressionable children. The physical brand of Feastables is not surprisingly, also under fire. When the trust in its ambassadors have been broken, many are now calling out its misleading health claims, where the brand was supposed to be this healthy alternative for children with less additives. I wanted to just make a better-for-you snack brand because I think a lot of the stuff out

there is just terrible for you. Because obviously so much obesity and disease comes from the stuff we eat, and it's infinitely better than the other options out there. But ultimately, it's ending up to be just another chocolate brand like Hershey's, with each bar having higher calories and sugar. Plus, receiving a lot of backfire for encouraging gambling behavior in children by holding sweepsticks so that these children begged their parents to buy these chocolate in hopes of them winning $10,000 or magically end up in a Mr. Beast video, all of which was accused of being a

rigged, pre-determined process, and not at all random. Just pure chance. This was just taped. It was taped. No freaking right. So it is like really like total chance obviously, like you're one of like hundreds of thousands of names. Talk to Jimmy Bell, what do you got to say to Jimmy, thank you for picking us. No, he didn't, it was random. Was it, though? Was it random? Now, this is a marketing deep dive and not a drama video. So a lot of the he-sa-she-she-sa allegations might be exaggerated,

and I do want to be mindful of how trustworthy the sources are, especially if mixed in with personal conflicts. But things caught on camera, such as the faking of Mr. Bees autographs that made a T-shirt worth $42 that some people are reselling at $489. $19.98 or $20,000, this is deceptive marketing and diminishes the trustworthiness of the Mr. Beast brand, both as a media company and as Jimmy himself being the face of the company. The whole branding crisis has not improved a single bit with more and more personal testaments. From more expose videos to comments from current and ex-girlfriends about Jimmy

as a person. Although the brand of Mr. Beast is called Mr. Beast and not Mr. Beast Media or Mr. Beast Productions, it is eerily similar to the end of the BuzzFeed era. He didn't want anyone to get more popular or have more of a way out necessarily. Like, oh, I'm doing my Twitch thing on the side. Don't do that because you could get famous and leave. Where after scaling to a certain point, a brand without clear boundaries and foundation of ethical compass is doomed for failure. Just like how the why I love BuzzFeed videos became a trend, the I work for Mr. Bees. he's a fraud, a thief, a sociopath, is taking over the internet. And the brand of Mr. Bees is unlikely to shed this hypocrisy tag for the time being, if ever.

Because while trying to become the biggest YouTuber, sensationalism, aka attention without intention, worse yet without clear moral boundaries, only lead to short-term views that come but will go. On top of which, from a marketer's perspective, yes, the brand is growing to a more massive scale, but the actual value has been much inflated. Ever since he began translating his videos to appeal to a bigger international audience, yes, the views are higher and so on,

but a US brand does not care how many views you got from India if they don't sell there. Therefore, the brand value of the Mr. Beast Media Company is also way less than what it seems on the outside. However, from my view, Mr. Beaz's as a person never pretended to be someone he's not. He has always been a genius marketer, capitalist, and entrepreneur who knew the power branding as seen in his employee handbook. Quote, never do anything that could make us look bad from a PR perspective. Maybe Ava skipped a page. Quote, I want money spent to be shown on camera ideally. If you are spending over $10,000 on something and it would.

won't be show on camera, seriously, think about it. It's just that because the public overly romanticized an altruistic god of YouTube and that to get the desired views, he is willing to sacrifice everything in, anything from the targeted location to inflate views, to the potential well-being of the people involved, to the impact of his viewers who are mostly children, the expectation and reality gap eventually caught on.

Where the halo effect is now turned into the horror. effect. So will Mr. Beast be BuzzFeed 2.0 or can he come back? Well that depends on what he chooses to do next and yes the clock is ticking. In terms of the personal brand of Mr. Beast, even though a lot of the backlashes are a result of the company decision, because the company and brand of Mr. Beast is under his name. Somebody screamed in chat. I want a switch. Buy a shirt. Inevitably, this is the double-edged sword, where as the key man yourself, you need to step up for the whole team and own up everyone's actions. First, although mixed in with exaggerations and potentially claims without proof, the negative backlashes against Mr. Beast right now have made a material impact on the brand.

As the associations with the Mr. Bees' name are with child predators, scams, stage authenticity, and hypocrisy. Mr. Bees made the right step to cut ties with Eva Tyson, which prevents further damages to the brand. But the next step would be to come forward and come clean with any other potential allegations that might anger the public. Instead of waiting for more bad press coming from the mouth of others, bite the bullet by admitting all the wrongs instead of waiting for other people to accuse you of all the wrongs. It's something that requires extreme courage and vulnerability, both of which are required. to building that trust again. As humans, we are all flawed and make mistakes.

What kills the trust in a brand is not making mistakes, but pretending that they don't exist. Second, for the IP of Mr. Beast. It is crucial to rethink what is the brand value that Mr. Beast could bring to his global audience of kids? There will be one point where everyone is overly stimulated and this wave of sensationalism can only be achieved by breaking or bending the law.

a purposeless dopamine feeding content machine will only be replaced by another purposeless dopamine feeding machine and as a brand loved by children I do see potential in the segments of the mr. beast videos where he incorporates educational bits of either history or scientific facts where if there was one person who can make learning fun for kids it would be mr beast so there is actually a lot of room to do good for the community not necessarily optimising for that number in views. But for a real impact that will grow a sustainable brand that bring in views as the buy product.

Third, when it comes to physical product, because the audience of Mr. Bease is so broad, I get that the product needs to be very universal and something that everyone can enjoy. But claiming feastables as a healthy alternative is kind of false advertising. Either rework the formula again so that it's not an obesity hazard for you.

for children or look for another way to make real healthy eating fun. I challenge Mr. Bees to make eating vegetables fun and enjoyable for children through his creative geniuses. Because that will actually have a tangible positive impact and not contradict himself in his philanthropy and good intentions. With that, even though Mr. Bees sold the dream of money making the world bend, money can buy attention, but not really. connection. And people should not be treated like monkeys for the sake of views and numbers. I don't think this will be the ultimate fault of Mr. Bees because he is a marketing genius and knows how branding works. But the damage trust will take years to build back. And he needs to let not just his actions, but the actions of his entire company speak for themselves.

But let me know if you think Mr. Bees can come back from this branding crisis and comment which pop culture influence you like me to analyze next through a marketing perspective. This is your marketing bestie, Zoe Unlimited. Share this video to share the impact and I will see you next week.