YouTube Launches A/B Testing Feature for Video Thumbnails

Every modern YouTube creator dreams of having their videos achieve a high CTR, with as many clicks on their thumbnails as possible. Recently, YouTube released a significant update: all creators now have access to an A/B testing feature for thumbnails. In this article, we'll explain how to effectively start using this feature and what YouTube looks at when choosing a thumbnail.

How to Find This Feature?

To find this feature in the YouTube Studio, go to "Settings," select the "Channel" tab, then go to "Feature Eligibility" and under the "Advanced Features" tab, you'll find the "Test and compare different thumbnails" option.

When uploading thumbnails, you'll be prompted to upload not two, but three thumbnails. Essentially, the A/B test turns into an A/B/C test.

What Happens After Uploading Thumbnails?

After your video passes moderation and is uploaded to YouTube, the platform will test all three thumbnails over a period of 4 to 14 days, based on user reactions. After determining the best thumbnail, the service automatically sets it as the main one, and your video will appear in search or recommendations with that thumbnail.

If you are not satisfied with the result, you can always restart the test, but keep in mind that the previous results will be lost.

What is the Basis for the Test Results?

Interestingly, the test results are not based on the number of clicks on the thumbnail but on user engagement. In other words, it depends on how long viewers watch the video after clicking on each of the three thumbnails. The best thumbnail is the one that had the highest viewer retention. Viewing duration is the best indicator that a thumbnail has attracted a quality audience.

If you think the new feature is too simple and compares thumbnails using just one metric, YouTube promises to add more metrics for evaluating thumbnail quality in the future. For now, we'll have to use what is available.

4 Rules for Creating Thumbnails

What kind of thumbnails should you create to make your testing as effective as possible? Experts recommend following four simple rules:

1. Avoid Clickbait: Ensure your thumbnail does not mislead viewers and accurately reflects the video's content.
2. Keep It Simple: The thumbnail should not be cluttered or confusing. All elements should be isolated from each other and easily readable.
3. Use Simple and Catchy Text: If you include text on the thumbnail, make sure the words are simple, short, and catchy. They should complement the title, not duplicate it.
4. Play with Contrast: No matter what device your video is shown on, the thumbnail should stand out among competitors. Look at some competitor thumbnails and create yours based on how they look.

Smart A/B/C Testing

Experts suggest conducting thumbnail tests in two stages:

1. First Stage: As described above, upload three different thumbnails and wait for YouTube to test and determine the most effective one.
2. Second Stage: Now, create variations of the winning thumbnail by adding, removing, or changing some of its elements.

By testing thumbnails in two stages for several videos, you'll start to better understand which elements work best for your audience and attract new viewers.

Interestingly, everything described above can be applied not only to new videos. These tests can also be conducted for old videos on YouTube.