The astronomically popular YouTuber asked followers to rearrange his products on Walmart shelves — and set a strange new precedent in retail.
One MrBeast fan, Kevin, 28, ended up deleting his shelf cleanup tweet because he felt “bullied” by critics of the endeavor. “I don’t have the time to be around that negativity,” he explains. Already at Walmart when he saw Donaldson’s post, he took action because “the display was right in front of me, so why not, doesn’t hurt… took me 30 seconds to do it.
” He watches MrBeast because “he gives back to the people, it’s entertaining and his videos are unique.” That said, he may not put in those 30 seconds of work again: “Probably not. Just that one time.”Survivor: Edge of Extinctionthat he and his son would tidy up a Feastables display on their next trip to Walmart. “My kid and I just like the channel and like supporting our favorite creators. Didn’t think we’d be making headlines as capitalists pigs,” he jokes. His son is eight years old, he says, and “YouTube content can be pretty hit or miss. MrBeast seems to set a good example for kids, and I like watching him more than others, so we bond over it.” Muaaz, 25, a fellow creator, sees MrBeast’s ability to mobilize his followers as proof that creator-led brands will dominate in the years ahead,Rolling Stone that Donaldson’s “community is invested in his success, so if he starts a brand that wants to compete with the traditional brands, ideally they’d wanna see it do well!” People are willing to do this “low-effort work,” he speculates, “because of the return they’ve had from watching his content over the years.”It’s true that people wouldn’t be scrambling to re-shelve Hershey’s or Snickers bars that were knocked out of place just because the company asked them to. And of course internet celebrities have always depended on the direct engagement of their fanbase for success. What we’re seeing, however, especially with those who organized shelves with no expectation of a financial windfall, is how those fans are able to view a star’s success as their own, even when it’s defined as… selling more chocolate bars. That cynics might view them as a wealthy man’s suggestible minions hardly matters, as the sense of purpose and belonging outweighs any external contempt. Which is to say, you can scoff at this subservience, but Donaldson’s viewers, by and large, will never consider it grunt work. In fact, they’re more likely to believe it is a noble, positive, selfless andtask — if he acknowledges them, that’s merely a bonus. There’s genuine power in this kind of influence. Although Donaldson’s PR representatives didn’t respond to questions about how large his proposed formal “team” for shelf maintenance could be, or how it would function within retail stores with existing staff, he’s already shown that such hires are perhaps superfluous. He tweets, and everything falls into place.
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