YouTube will be rolling out a new “Thumbnail Test & Compare” feature for all channels in the coming weeks.
This tool allows you to upload and test up to three different thumbnails for each video to see which one works best.
How the thumbnail test works
the ‘Test and compare thumbnailsThe feature allows you to upload multiple thumbnail options when you post a new YouTube video.
During the trial period, YouTube will randomly show the different thumbnails to some of the viewers of the video.
After collecting enough data, which takes about two weeks, YouTube analyzes which thumbnail generated the highest “view time share” from viewers.
You will then designate one of three potential outcomes:
winner: A clear winner that beats the other options based on watch time. The winning thumbnail is automatically applied.
preferably: One thumbnail is likely to perform better than others, but the results are less statistically certain.
none: No miniature emerged as a clear winner. The original uploaded thumbnail is preserved.
You can manually select the thumbnail of your favorite video even if it is not the winning choice.
For a full demo, watch the video below:
Best practices for YouTube thumbnails
As part of the demo, YouTube outlined best practices for designing and testing thumbnails.
YouTube suggests that creators start by testing thumbnails from a limited number of old videos to get an initial guide. Then apply any learning to the latest video test thumbnails.
For thumbnail design, YouTube offers these tips:
Balance and focal point
“Make sure your images are balanced with a focal point to direct viewers’ attention to.”
High contrast
“Use high contrast so your subject stands out against the background in both light and dark mode.”
Facial expressions
“If there’s a face in your thumbnail, consider emotion. Be expressive and consider how you want viewers to feel when they see your thumbnail.”
Concise text
“With text, remember that fewer words can have an impact, while too much text can be difficult to process while scrolling.”
Depth and white space
“When it comes to depth of field, consider your background and play with white space.”
Deployment to all eligible channels
All channels can access the “Test and Compare Thumbnails” feature in the YouTube Studio desktop app. To do this, the “Advanced Features” setting must be enabled.
YouTube will gradually roll it out over the next few weeks to all channels that have been activated and meet these requirements.
The company says it will provide updates on expanded availability, such as possible mobile app support, in the future.
Optimizing viewing time
In an FAQ that addresses common questions, YouTube explains that thumbnails are judged solely on their ability to increase watch time, not on other metrics such as click-through rates.
YouTube claims
“We want to make sure that your thumbnail and content are getting you the most viewer engagement, so we’re optimizing overall view time shared against other metrics.
We believe this metric is the best way to guide your content strategy decisions and support your chances of success on the platform.”
Why SEJ cares
The Thumbnails Test and Compare tool solves a problem by allowing real A/B testing. Previously, creators had to rely on best guesses or small sample surveys to select thumbnails for new videos.
By optimizing watch time as a key success metric, YouTube emphasizes long-term viewer engagement over short-term clicks.
However, it’s understandable that some channels also want data on how thumbnails affect initial impressions and click-through rates.
How this can help you
Smarter and better performing thumbnails could boost your content in YouTube recommendations and get viewers to watch more videos.
Video openers and thumbnails are the first moments of change on YouTube, so having data-driven tools to refine those first impressions could make all the difference.
Featured Image: Chayjitti Hongmanee/Shutterstock
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