A ticking timer and a mysterious box as powerful psychological tools YouTubers use to hold your attention. First, he was a gamer. But since 2020, Mario Joos has been the mastermind behind content strategies for some of YouTube’s biggest names—MrBeast (370M+ subscribers) and the Stokes Twins (115M+ subscribers), now the second-largest growing YouTube channel of 2024. He’s also working with 5 of the 6 fastest-growing YouTube channels in 2025. His data-driven strategies made him a game-changer for creators aiming to scale from 10M to 100M+ subscribers. Mario has worked on over 1,000 videos, racking up a staggering 40 billion views and even played a key role in one of the platform’s most legendary videos: the $456,000 Squid Game in Real Life.Today, this Belgian-born strategist has permanently settled in Bulgaria, where he helps creators, marketers, and industry professionals grow their digital presence. With expertise in retention optimization, analytics, audience behavior, and human psychology, Mario provides actionable insights that drive success in the ever-evolving content landscape. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx