The battle to keep people entertained within digital communities on social media platforms continues to blur the thin line between reality and character. As brands and influencers seek to keep their audiences entertained, many no longer see this line until behind-the-scenes stories surface to reveal the truth. MrBeast, arguably the world’s most successful YouTuber, is one influencer who has completely blurred the line. His success with YouTube has transformed him into a powerhouse entertainer, racking more than 308 million subscribers on the platform. “MrBeast earnings keep on surpassing even those of traditional Hollywood stars, and it is a sign of not only of his stature, but as to the power of YouTube as an entertainment and revenue generator,” advised Noel Maimu, executive producer from the New York-based TV commercial production company Sinematic. However, recent allegations and controversies have cast a shadow over MrBeast and his brand, making people question his conduct, especially as younger audiences look up to him.
Path to Success
MrBeast, whose real name is Jimmy Donaldson, launched his career on YouTube in 2012 with a video titled, “I Counted to 100,000!” The success of this video formed the basis for even more bizarre challenges. Some of the most popular videos include large donations, and since then, MrBeast has given away millions of dollars, planted over 20 million trees, and built over 100 wells in Africa. His detractors have criticized these generous acts as carefully choreographed performances meant to captivate younger audiences that are easy to excite and manipulate. Views of his videos regularly cross past the 100 million mark, and global audiences were drawn by the overnight success theme of this video through charity.
Past and Recent Controversies and Allegations
MrBeast’s fame and apparent generosity have done little to shield him from scrutiny. In the past, he was accused of inappropriate humor and racially unacceptable language that violated his current publishing standards Although he has repeatedly apologized, MrBeast’s past actions have become center-stage after recent allegations against him and Ava Kris Tyson – his former collaborator. Ava is alleged to have interacted inappropriately with their younger fan, an allegation both he and the fan have denied. This behavior goes against MrBeast’s family-family friendly brand. The recent revelations further highlight a growing trend among influencers who demonstrate exemplary personalities in public while harboring atrocious actions in private. The new controversy surrounding MrBeast, even if false, may likely have a lasting devastating effect on his reputation. It also casts a shadow over the integrity of his team.
Additionally, the New York Times has reported that the production of Beast Games, MrBeast’s new reality TV game show featuring 2,000 contestants, was marred by contestants being denied food, sleep and medical assistance. When asked if these were normal working conditions in TV production, the production executive Noel Maimu replied, “I have worked in film production for over 12 years, and as an executive producer and my my goal on set is to make sure that my cast and crew deliver the best footage for the day, and at the end of that day, for everyone in my cast, crew and client team to go home safe.” The executive added that cast members, crew staff, clients and insurance companies all have high expectations for video production companies in New York. “Safety of cast and crew is non-negotiable here, and to read allegations that the Beast cast suffered injuries that went untreated is disturbing, especially in light of the fact that the production is giving away 5 million dollars,” quipped the producer.
Reality vs. Branding
The sharp deviation between the private and public personas of an influencer creates a social media scandal waiting to happen. No matter how good any branding gets, there is a limit to its ability to alter reality, especially when influencers exaggerate empathy or benevolence towards others. MrBeast is not the only celebrity whose personal affairs affect his branding. Elon Musk’s personal views and utterances have negatively affected Tesla’s stock value and sales. For this reason, the past and recent controversies surrounding MrBeast may likely negatively affect his brand image. Although it remains to be seen, these allegations may have far-reaching consequences, especially if his fans decide to “cancel” him. .
Children as Targets for Content
Targeting children for content in itself is not a bad thing. Tons of influencers and brands do it as their central marketing strategy. For MrBeast, his primary problem revolves around presenting teenagers and young children with a picture-perfect outlook while actively engaging in and tolerating unethical behavior. The failure of any influencer to live up to his reputation challenges and distorts whatever ethical framework he claims to hold. Teenagers and children are more likely to be influenced by online celebrities who they idolize. For this reason, influencers who decide to target the young with their content must consciously make an effort to live an ethical life.
Effect on Brands and Collaborators Associated With MrBeast
The actions of influencers in the MrBeast universe also affect brands that have invested in collaborations with MrBeast. These brands may have to reconsider their association with the MrBeast universet. So far, the YouTube collaborator Ludwig has distanced himself from doing any further sponsorships with the MrBeast universe, citing the ongoing controversies as the reason.
Lessons Influencers and Brands
All digital content creators who market their products around themselves must carefully examine and learn from the controversies and allegations surrounding MrBeast. As such, seasoned and upcoming influencers must maintain consistent moral and ethical standards for themselves and their teams. On the other hand, brands must carefully examine online influencers to ensure their values align before getting into partnerships. By working with morally consistent influencers, brands can minimize the likelihood of loss of marketing money and reputation.
Conclusion
The internet is an unforgiving landscape that records whatever you do when you are no one and reveals it once you are a someone. Influencers like MrBeast with a large following amongst the younger age groups have a responsibility to uphold ethical values and remain morally consistent both in front of the camera and behind the scenes. They must be willing to hold themselves and their team to higher standards or risk a backlash when their dirty laundry airs in public. Furthermore, influencers should remain modest as they portray themselves to their audiences. Similarly, brands must not get carried away by the prospect of making millions from an exciting talent. Instead, they should always ensure their standards and values match with their potential ambassadors before they get into any form of partnership. Viewers, especially teenagers and young children, should learn from MrBeast’s debacle that “not all that glitters is gold.” Finally, these allegations and controversies should remind every player in the digital marketing space of the need to remain responsible through obscurity and fame. In addition, online celebrities must closely work together to ensure their values and ethics remain consistent off and on the camera.
