Sometimes the easiest part of making a video is boring sex videosgetting people to click on it by using smart hashtags, a thoughtful title, and an interesting hook. All too often, that's when the real work begins — getting viewers to stay and watch your video all the way through.
At VidCon 2025, Kai Plunk, the managing director of Elevate Talent Management who worked as a creative producer for MrBeast, gave a retention masterclass. He says the secret to creating a video with retention lies in three keys:
Don't overlook human psychology
Measure twice, implement after
Eye and ear candy
"Retention is all about, over time, creating a relationship with your audience," he said.
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Kai Plunk speaking at VidCon 2025 Credit: Mashable / VidCon 2025 Don't overlook human psychology
Post more. Plunk recommends building a relationship with your audience, which requires having content live. Referencing your past content in the first few minutes of a YouTube video, he says, can build credibility. If you reference your past content at the end of the video, you could increase clicks on those videos, build an audience, and, thereby, increase retention.
SEE ALSO: VidCon 2025 liveblog: All the latest from your favorite creatorsHe also recommends bridging demographics. Make a video for vertical platforms like TikTok and Instagram Reels, landscape platforms like YouTube, and audio platforms like podcasts. Language and visuals should always be accessible — simplify your work.
Measure twice, implement after
"If you only start thinking about retention during production or after, you're missing out on major opportunities," Plunk said.
When in pre-production, prioritize concepts that have retention mechanics built in. Think of a video idea that leaves an audience with curiosity. You don't have to know it all upfront, so your viewers are interested in staying on your video to see what happens next.
"You want to make your retention go through the roof? Stop thinking about retention. Think about what you're actually giving them that makes them want to stick around," he said, adding that you don't actually have to add in something flashy every five seconds — you just have to have a story that leads to curiosity. When you're thinking about a video, consider all the different angles that you could take with a video and choose the idea that encourages the most retention.
When you package a video, consider what thumbnail elements best capture what your audience already pictured in their head and use that. Then, use a title that presents a new idea, question, or spin.
"When you're thinking about your packaging, you want to use exactly what [your audience has] in their mind," Plunk said.
In your intro, "confirm their click, add stakes, [and] introduce tension," and "use editing to maintain retention rather than speeding up pacing."
Eye and ear candy
While filming, "give yourself options for the editing room, but don't overdo it," and "capture emotions [and] balance shot styles to emphasize points." Use photos, vary angles, try out different shot lengths with a tripod, and change the tone and volume of your audio.
While editing, you want to "distract yourself to identify retention points" and "demolish the fourth wall and add candy." Add in sound effects, jokes, big shiny objects, tiny shiny objects, and animation. The most important part of retention while you edit? Sound design.
"Transitions and visual elements need sounds," "foley adds depth to your scene and pacing," and "don't be afraid to use silence to your advantage."
Audience retention is nothing new — but it is crucial for creating viral videos. Depending on the platform, it can effect how well your videos rank in the algorithm, thereby affecting how many views you get overall. Plus, the logic goes that if someone watches your video all the way through and enjoys it, they might toss you a subscribe or follow.
You can find out exactly when viewers stopped watching your video by looking through your analytics on YouTube, TikTok, or Instagram Reels. But Plunk admits that almost all videos will drop off after about 30 percent — even the best ones out there.
Mashable will be live at the Anaheim Convention Center this week, covering VidCon 2025. Check back in the days ahead at Mashable.com, where we’ll be talking to your favorite creators, covering the latest trends, and sharing how creators are growing their followings, their influence, and making a living online.