YouTube's latest update is here to help creators of all sizes create thumbnails that captivate viewers and encourage them to click on your videos.
YouTube has introduced a new tool called Test and Compare, which allows you to upload multiple thumbnails and test them with different audiences. The concept is simple: the thumbnail that achieves the highest share of watch time wins. The best part? This tool is entirely free and has been available to all YouTube creators since early 2024.
This tool is a game-changer for small channels, as standing out on YouTube has never been more difficult. Thumbnails play a crucial role in attracting viewers and giving an emotional preview of the video. Therefore, being able to test multiple thumbnails can significantly boost your views.
Accessing the Test and Compare Tool
YouTube is gradually rolling out the Test and Compare tool, and some users may already have early access. To check if you have access, upload a video as usual and look for the "Test and Compare" option below the "Reselect" and "Upload File" buttons when uploading a thumbnail.
Applicability of ‘Test and Compare’
Currently, the tool can be used for long-form videos, completed livestreams, and podcasts. However, it is not available for certain content types, such as videos aimed at children or mature audiences.
Measuring Performance with YouTube’s Thumbnail Testing
The Test and Compare tool operates on A/B testing principles, allowing you to upload two or three thumbnails for the same video. YouTube then shows these thumbnails to different segments of your audience, ensuring each gets equal exposure.
The objective is to identify which thumbnail drives better viewer engagement and performance, using a metric called "watch time share." This should not be confused with the average view duration, which measures how long viewers watch a video.
Click-Through Rate vs. Watch Time Share
Watch time share refers to the percentage of total watch time each thumbnail accumulates. For instance, if thumbnail A secures 60% of the watch time and thumbnail B 40%, thumbnail A is the clear winner and is most likely to increase your views.
YouTube prefers watch time share over click-through rate (CTR) as a measure because it indicates deeper engagement. While CTR measures how appealing a video is in search results, watch time share reflects how well the thumbnail represents the video's content, helping viewers make informed choices about what to watch.
Tips for Newcomers to Thumbnail Testing
YouTube’s thumbnail tester is a fantastic resource for optimising your video's appeal. However, not all creators have the time or resources to design multiple thumbnails per video. If that’s the case, consider running smaller tests with minor design changes, such as altering fonts, colours, or backgrounds. Even these small adjustments can significantly impact your viewer engagement.