You probably have never heard the term “retention editing” but you’ve definitely seen it. 📹 This social video editing approach, characterized by rapid cuts, flashy, interruptive graphics, arresting sound fx, high-energy transitions, and a relentless pace, aims to maximize viewer engagement and combat the ever-shortening attention spans.

The last 4 years on YouTube have been “The Retention Era” but that’s about to come to an end (sort of). Mr. Beast (Jimmy Donaldson) recently called for a slowdown in the rapid pace of video editing commonly seen on YouTube. He argues that the fast-paced editing style may not be sustainable or necessary for engaging viewers. Instead, he suggests that creators focus on storytelling and content quality to retain audience interest.

Just as art movements have risen and fallen in response to societal changes, technological advancements, and evolving aesthe

tic values, so too does the art of video production on platforms like YouTube.

Maybe we will look back and consider “retention editing” like the “impressionist period” for YouTube.

I loved my conversation with Taylor Lorenz for the The Washington Post – exploring the parallels between art movements and YouTube editing trends. This analogy extends beyond mere editing styles. It’s about understanding our work in the broader context of art history, recognizing that we’re part of a continuous flow of creative evolution.

It was also picked up by MIT Technology Review as their Quote of the Day.