MrBeast’s thumbnail creator reveals the strategy behind viral YouTube videos

Khizar Mundia Published 15/07/2026

Jimmy “MrBeast” Donaldson’s YouTube videos get millions of views, and he is one of the most successful streaming personalities of all-time. But what is the secret sauce behind his viral videos? Well now the YouTuber’s thumbnail creator has revealed how the thumbnails are meticulously designed to attract viewers.

MrBeast is one of the most recognizable YouTubers, but as well as his creative and unique video topics, a big part of any video’s success is the thumbnail used for it. It may seem a small and subtle thing, but MrBeast’s thumbnail creator has talked about the strategy the YouTuber’s team uses to get clicks on their videos.

The strategy behind MrBeast’s YouTube thumbnails

MrBeast’s thumbnail creator, Charles “Chucky” Appleby, sat down with YouTube’s algorithm team and discussed how the YouTuber gets clicks on videos. Chucky talked about how many creators design for themselves rather than the viewers. He stated that he designs thumbnails for the person scrolling, so that they can choose the video. The designer gave an example that MrBeast’s team may test up to “50 thumbnails per video” to find the best one. He accepted that it may be excessive for some creators, but Chucky has to get creative so viewers feel curious, shocked, or intrigued enough to click on the video.

Image credit: YouTube

Chucky also said that thumbnails have to be simple, as complex ones typically lead to a viewer scrolling. He elaborated that a thumbnail only has a split second before the viewer decides if they want to click or scroll. Then it’s up to the video whether the click turns into a view, as the thumbnails earn the clicks, but videos have to retain the viewer with the content. A successful YouTube video is packaged with various strong elements, including the thumbnail as a major part of that.

The designer also stated that thumbnails must reflect the brand, which is why he put MrBeast’s face on every thumbnail in 2019. This wasn’t for aesthetics, and instead was to build trust, so that subscribers click without even reading the title. When it comes to the attention to detail, Chucky also revealed that all videos “shoot source” in a studio to ensure that they get the exact angles that they want; this is from an initial shortlist of three. He also stated that A/B testing can make a big difference, with even something as small as a closed mouth from MrBeast seeing much higher watch time.

Our view: YouTubers are turning content creation into a science

It’s no secret that every creator wants to attract viewers to their videos by getting them to click. The argument that a thumbnail can make or break a video is even more clear now that Chucky has broken down the level of detail that goes into MrBeast’s content. The success is shown in the fact that he recently reached 500 million subscribers.

Content creation and streaming operated on a smaller scale before, but creators are now becoming larger and have dedicated teams working on all aspects of their content. Some streamers have utilized clippers, while thumbnail designers, editors, researchers, and even testers are all now commonplace.

More generally, this is a world away from the early days of YouTube and streaming, where even low effort videos could achieve viral status. Nowadays, all the top creators make decisions based off strategy and data — and MrBeast is at the forefront.

Feature image credit: MrBeast

Khizar Mundia

About Khizar Mundia

Khizar Mundia has been playing video games for as long as he can recall. Things have come a long way since the many days he spent playing the original NES, though. He now covers a variety of competitive games and esports, as well as the world of streaming, ranging from Twitch to Kick. If it’s of interest to gamers, it’s of interest to Khizar.

View full profile