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As the biggest YouTuber out there, MrBeast is known for his eye-catching thumbnails. However, he recently noted one change that is causing even more people to view his videos. The 25-year-old - whose real name is Jimmy Donaldson - has over 181m subscribers and so knows what causes viewers to click on his latest piece of elaborate content. Often, MrBeast - like many other YouTubers - can be seen pulling a shocked face to attract and intrigue viewers to watch in his thumbnail images. But after testing out different versions for his videos, he shared how the classic pose isn't as effective as he thought, explaining that thumbnails with his mouth shut do better. “I closed my mouth on all my thumbnails and the watch time went up on every video lol,” MrBeast said on Twitter/X. “My mouth is now closed in all my thumbnails but the war has just begun. We must not rest until mouths are closed in everyone’s thumbnails." In the tweet, he shared a screenshot of the different combinations where YouTube declared the thumbnails of him flashing a smile were a "winner," compared to the traditional shocked face. "Now all YouTubers will shut their mouths," one user jokingly tweeted, to which the MrBeast replied: "Thank god." When someone asked the YouTuber if the shocked face thumbnail era was over, he answered: "Seems like it, here’s more results. Now that I can actually A/B test thumbnails I don’t have to guess and I just test and see what people want." The YouTuber admitted: "My mouth would have closed years ago if I had this tool." Sign up to our free Indy100 weekly newsletter Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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YouTuber MrBeast is being counter-sued for $100 million by Virtual Dining Concepts, the company behind Beast Burger restaurants. MrBeast, whose real name is Jimmy Donaldson, shared in June that he was going to be “moving on” from his Beast Burger restaurants in order to concentrate more on his snack business with his chocolate bar brand Feastables. Just over two years ago Donaldson partnered with Virtual Dining Concepts (VDC) to launch over 2,000 ‘ghost kitchens’ to make Beast Burger available across the United States. VDC are suing Donaldson for failing to honour his contractual obligations, as well as intentional tortious interference. The lawsuit was filed on Monday morning in the Supreme Court of the State of New York for the County of New York. Sign up to our free Indy100 weekly newsletter The suit, obtained by Variety, is a response to Donaldson suing VDC and its parent company last month, wanting to terminate the deal for his restaurant chain, alleging the burgers it served were called “disgusting,” “revolting” and “inedible” which damaged his reputation. Last week, VDC hit back at the suit claiming it was “riddled with false statements and inaccuracies”, as well as calling it “meritless” and “ill-advised”. “This case is about a social media celebrity who believes his fame means that his word does not matter, that the facts do not matter, and that he can renege and breach his contractual obligations without consequence,” the suit states. “He is mistaken.” The counter-suit claims that Donaldson had breached the parties’ agreements and interfered with business dealings. As a result, it has damaged the reputation of MrBeast Burger and VDC, turned away customers and ruined relationships with suppliers and vendors. The lawsuit also contains examples of deleted tweets from the YouTube star’s account where he writes that he wished to close the burger business, writing: “the company I partnered with won’t let me stop even though it’s terrible for my brand.” VDC was co-founded by Robert Earl, who is the founder and CEO of Planet Hollywood. The company has backed celebrity brands including those from Mariah Carey and Mario Lopez. Have your say in our news democracy. Click the upvote icon at the top of the page to help raise this article through the indy100 rankings.

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