Jimmy Donaldson, more commonly known as MrBeast, is a name that sparks a myriad of images in the minds of millennials & Gen Zs. In recent years, he has become a cornerstone of the digital age, revolutionising content creation on YouTube and pioneering a unique business model that has given birth to some of the wildest video concepts imaginable.
A key difference between MrBeast’s videos and regular content is his commitment to producing the “biggest,” “best,” or often the “most outlandish” videos possible. He doesn’t seem too concerned with optimising for maximum views or engagement, as many creators do. Instead, he focuses on spectacle. While this approach may seem counterintuitive, it’s hard to argue with the results. According to SocialBlade, MrBeast currently holds the crown as the most-subscribed YouTuber, with a staggering 309 million subscribers and just 809 uploads.
To put this into perspective, his subscriber base is approximately 54 times the population of Singapore. If MrBeast’s subscribers were a country, they’d rank as the 4th largest nation in the world (cue the national anthem of the Republic of Beast).
Beyond his YouTube fame, MrBeast has diversified into other ventures. His Feastables brand and MrBeast Burger have gained traction (after all, who wouldn’t want a burger from someone who counts to 100,000 for fun?), and his products can be found sitting alongside Cadbury’s and Kinder Buenos in major supermarkets and convenience stores. However, these ventures haven’t been without controversy, with criticisms arising around ghost kitchens and accusations of unpaid labor (because nothing says delicious like a side of scandal).
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Divided Opinions
Opinions on MrBeast are as varied as his video concepts, with people generally falling into one of three camps:
- MrBeast is a genuinely philanthropic guy who reinvests his proceeds into bigger and better productions.
- MrBeast is only a good person for the views.
- MrBeast is exploiting people (and children) for views.
Personally, I’ve oscillated between camps 1 and 2, generally landing somewhere in the middle. It’s hard to ignore the good in some of his videos, like the time he helped deaf people hear again, built wells in Africa, cleaned the ocean, or paid for cataract surgery for 1,000 people. (I mean, who would hate on someone for giving 1,000 people the gift of sight?) The world could certainly use more money spent on practical solutions to real problems instead of vanity projects like “The World’s Largest Hotpot”.
If this man is going to fund life-changing surgeries and document them for YouTube, that’s perfectly fine with me. The end result is that 1,000 people can see again. To me, that’s a win.
Controversy Strikes
However, all good things must come to an end.
In recent months, MrBeast has faced a growing number of controversies. These range from allegations of unsafe working conditions to accusations of grooming involving his close friend and collaborator, Ava Kris Tyson, and the use of offensive, racially insensitive language.
To his credit, MrBeast has publicly apologised for these missteps. But, is that enough to maintain his pristine reputation?
The Media’s Take
We took a deep dive into the media coverage surrounding MrBeast, exploring the mythos behind his meteoric rise to fame. He first caught global attention in 2017 with his viral video where he filmed himself counting to 100,000 (because who doesn’t want to spend hours watching someone count?). Since then, his commitment to producing high-spectacle content has helped him consistently expand his audience.
His distinctive approach—blending unique, attention-grabbing videos with massive giveaways and philanthropic efforts—naturally attracts significant media and social media attention, amplifying his reach even further.
Sentiment Breakdown
Looking at a sentiment analysis of MrBeast mentions on Brandwatch since 2018, it’s clear that media attention has grown significantly, particularly from 2023 onwards. This increase in attention aligns with his exponential growth in YouTube subscribers.
According to SocialBlade, his subscriber count has increased by an astounding 85% from 167 million to 309 million between July 2023 and August 2024. While negative sentiment has certainly grown during this period, it appears that the heightened media coverage has only helped his channel. Maybe the old adage is true: “All publicity is good publicity.”
MrBeast brand sentiment
MrBeast subscribers
The Question Remains: Is His Brand Irreparably Damaged?
To explore this, we analysed word clouds that showcased key topics associated with MrBeast over several distinct time periods: 2022, 2023, January to August 2024, and July to mid-August 2024.
In 2022 and 2023, while there were some negative discussions, the overall sentiment was predominantly neutral or positive. However, by 2024, the tone had shifted significantly. Negative terms now dominate the discourse, with the very mention of “MrBeast” often carrying a negative connotation. In the span from July to mid-August 2024 alone, out of 150 relevant terms, only six were positive. When combined with the recent scandals that have plagued MrBeast, it is evident that his public image has suffered a considerable blow.
MrBeast Word Cloud: Jan – Dec 2022
MrBeast Word Cloud: Jan – Dec 2023
MrBeast Word Cloud: Jul – Aug 2024
So, Can He Bounce Back?
It’s difficult to say.
On one hand, MrBeast’s negative press has clearly increased, but this uptick in criticism can also be viewed as proportional to the vast number of followers he commands. The more eyeballs you have on you, the more haters you’re bound to attract. However, the sheer volume of negativity shouldn’t detract from the validity of the concerns about his actions.
Where there is smoke, there is often fire. MrBeast may not be the reincarnation of Gandhi or Mother Teresa (and yes, even they are questionable bastions of morality), but I don’t mind a corporation doing good under the guise of profit-seeking. After all, at least they are doing some good. As long as the profit-seeking doesn’t harm people or the environment (unlike, say, Boeing or Nestlé), it seems like a net positive to me.
In the end, only time will tell if MrBeast’s empire will weather the storm or if this wave of negative attention will leave lasting damage. One thing is certain: the internet never forgets, but it does have a short attention span.
