“Retention editing” has been the formula that has made many creators famous. But when every video looks the same, it’s harder than ever to stand out.
It is known as “retention editing” because of its unique ability to keep users glued to the screen.
This style features loud sound effects, quick cuts, flashing lights and no stopping whatsoever, according to the Washington Post.
Big content creators like Dylan Huynh and Matthew Beem have attracted hundreds of thousands of subscribers by leveraging it.
Nick Cicero – who teaches social media and digital marketing at Syracuse University – said “retention editing” is becoming the “dominant” video format in the creative economy.
“It’s the ‘Beastification’ of YouTube,” said Noah Kettle, co-founder of Moke Media Co. – a video editing and social network monetization consulting company, said.
The word “Beastification” describes the phenomenon when a large number of content creators on social media platforms began imitating the content creation style of MrBeast, also known as Jimmy Donaldson.
MrBeast has built his reputation by creating videos that are fast-paced, super engaging, and often feature on-screen action.
Formula to retain viewers
In reality, creating a video through “retention editing” requires a lot of work.
“Each segment in the video must be under 2 seconds,” Dara Pesheva (17 years old), a freelance editor for content creators on social networks, shared.
“Every 1.3 to 1.5 seconds you have to have a new graphic or something moving. You have to (use) a lot of effects. For every image and transition, you have to add a sound effect . You need flashing graphics and you have to have subtitles in every video,” she recalls.
Since the rise of short-form video apps like TikTok, Instagram Reels, and YouTube Shorts, capturing viewers’ attention has become more difficult than ever.
Social media video editors say TikTok has trained users to keep scrolling if they aren’t captivated by the video they’re watching within the first half a second.
This is why so many videos with “retention editing” begin with a loud bang or loud sound.
Newer video editing tools are also helping to fuel the “retention editing” wave.
