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Have you ever found yourself struggling to create the perfect thumbnail for your video content? You're not alone. The quest for the ideal thumbnail is a challenge many creators face. But what if I told you that we've been experimenting with a tool that could help us crack the code? Let's dive into our findings and see what makes a thumbnail truly stand out.
Late last year, we gained access to a tool that allows us to upload multiple thumbnails for the same video and keep only the one that performs the best. We spent countless hours experimenting, and the results were sometimes confusing. But one thing became clear: the best thumbnail isn't always the one we expect.
Take, for example, our test with Bell's AMD Tech upgrade video. We featured him on the left and right sides of the thumbnail, and the audience overwhelmingly chose the right side. This choice increased shared watch time by 56.9%. But why?
Bell's left side might be his better side, but we believe the real deciding factor is how viewers' eyes are directed. Since most of our audience reads from left to right, a thumbnail that communicates in that order tends to perform better.
Another interesting case was our Scorpion chair video. We pitted a palette of unopened boxes against the chair itself. Conventional wisdom might suggest giving away as little information as possible, but the chair thumbnail won by a landslide, with 69.2% of the shared watch time. It's clear: viewers want to see what they're clicking on.
But here's where it gets interesting. YouTube's goal is to keep viewers on the platform for as long as possible. Therefore, the best thumbnail is the one that best sells the content, not just the one that gets the most clicks.
Our tests also revealed that emotion plays a role, but it's not just about being expressive. The emotion or mood must suit the video. For instance, a neutral face performed better than a disgusted one in our Dell Optiplex video, while a frustrated expression did better than a smile in our $150,000 server video.
Every element of the thumbnail helps paint a picture that informs and entices. Background colors, text, and even red arrows (used sparingly) can make a difference. But clarity is king. Viewers want to know what they're about to watch without being misled.
While our experiments have provided valuable insights, the tool we're using could be improved. It doesn't tell us everything we need to know, like if someone didn't click on any thumbnail or how numbers break down by subscriber versus new viewer.
As creators continue to experiment, the small details will change, but the overall findings will likely remain constant. And as YouTube continues to develop this tool, we can expect even more insights into what makes a thumbnail truly effective.
So, what do you think makes a great thumbnail? Share your thoughts and theories in the comments below. We'd love to hear from you!
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