Case Study: YouTube Thumbnail Split Testing

learn how we're increasing YouTube CTR For our clients

introduction

Split testing, also known as A/B testing, is a method used to compare two versions of something to determine which performs better. In the context of videos, split testing can be used to figure out which aspects of a video’s thumbnail influence a viewer’s likelihood of clicking and watching the entire video. By conducting split tests and analyzing the results, you can learn what works and what doesn’t, and use that knowledge to create more effective thumbnails and videos that your viewers will enjoy.

the numbers

Split Tests Run

Thumbnails Created

Variants Per Video

How We Do It

In January 2021, we began offering split testing to our clients with the help of TubeBuddy to improve video thumbnails. We started by testing different elements of the thumbnail, such as the copy, background image, facial expressions, framing, and color scheme. Once we identified visual patterns in the success of certain thumbnails, we narrowed our focus to the effect of the copy on viewer engagement. This helped us understand what language was most effective in driving viewers to our client’s videos.

client results

We conducted a one-month experiment to observe the impact of positive and negative tones on the click-through rate (CTR) of Eckhart's video thumbnails. The variation with the negative tone had a 37.1% higher CTR than the original thumbnail with a positive tone. This indicated that negative tones in the thumbnail copy may be more effective at attracting viewer engagement. (See first example below)
We experimented with revamping older videos that had high watch time and audience retention by updating their titles and thumbnails. This resulted in a 30% average increase in click-through rate compared to the previous titles and thumbnails.
So far we've run 187 split tests, and we continue to run new tests with every month. Below are just a few examples.

We began testing different phrases and questions, including some that were shorter and more direct, while others were longer and more polished in their wording.
Added Sounds True branding to all thumbnails, which helps viewers immediately connect the video with the brand they know and trust.
Began playing around with new colors in the thumbnail designs to help differentiate certain popular creators on the channel.
We frequently rotate between using people's faces, stock imagery, and other types of relevant objects. Faces and human expression do tend to perform better.
So far we've run 104 split tests for Sounds True, and we continue to run new tests with each new video release. Below are just a few examples.

We found that thumbnails with a motivational and supportive theme performed better compared to those with a simple and more vague design. (See first example below)
We started testing different colors used with the copy on thumbnails. Red copy implies more urgency, importance or danger, whereas yellow implies caution and a more passive stance. Also, adding a black background for white text helps the words jump out more.
We shifted the language in thumbnails to be more direct and imply that the video has immediately actionable advice and strategies. Viewers tend to like to know that the video will provide tips and tactics that can actually be implemented vs. general advice that needs to be thought through. In the last example below, the direct language used lead to a 63% increase in watch time.

insights

To recap, here are a few of the key insights we’ve gained from running 326 split tests for our clients.

Improved engagement: By testing different variations of your thumbnail, you can determine which one is most effective at attracting clicks and views. This can help increase the overall engagement with your video.
What to test: We recommend testing all types of design variations on your thumbnails. However, we've personally found copy changes tend to be one of the key elements that can move the CTR needle in your favor.
Increased watch time: A thumbnail that effectively conveys the content and value of your video can lead to higher watch time, as it will be more likely to attract the right viewers to your video.
Better understanding of your audience: Split testing allows you to gather data on what types of thumbnails your audience responds to, which can help you create more targeted and effective thumbnails in the future.
Tools to use: We use and recommend Tubebuddy to manage your split testing. This tool is easy to use and understand. Also, you don't need to stop at just testing thumbnails. You can also test titles and tags, too! Use code "VireoBuddy" through the link above to get 20% off.
Something to keep in mind: Not every variation can be excepted to outperform, but testing eliminates some of the guess work and gives you more data to continue improving.