🎬 How to edit for viewer retention
It's all about the camera work
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We tore down a MrBeast ad a couple of weeks ago.
Now, the brand returns — this time as a client testimonial for Slack.
Slack pitches its new AI assistant by putting its best features front and center
However, the editing is what makes this ad exceptional:
It runs so smoothly, the video starts to feel like a conversation instead of an ad.
The ad was inspired by MrBeast’s signature, hyper-dynamic editing style and merges both brands for this target audience.
Everything is fast-paced and hooks you instantly by flashing through multiple high-budget studio sets and heavy equipment in just the first 3 seconds.
Movement drives every frame. In most shots, Spencer strides through the space. When he stops, either the camera sweeps around him, or there’s an overlay of Slackbot being used in real time. Sometimes all three actions happen at once.
There’s never any stillness, which keeps the viewer’s attention anchored all the way to the end.
To apply this to your own industry, make sure every frame reignites the viewer’s curiosity by using the concepts laid out above.
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📢 Ad Pick
Vote for the ad you want us to tear down next week by clicking on the option you want to see.
Option #1: This ad makes the viewer connect the dots to infer the message’s meaning.
Option #2: This ad gives you an easy framework for selling in the DTC industry.
Slack’s ad rested on highly engaging and fast-paced editing — the kind that takes a lot of work to create.
By showing the messy side of parenting, this next ad takes a reverse approach to sell a major life purchase.
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