Does A/B Thumbnail Testing HURT Your Channel?

Summary

In this episode of 'The Boost' by VidIQ, hosts Travis and Jen discuss the pros and cons of YouTube's A/B thumbnail testing feature. They address concerns about whether this tool impacts video views, sharing their experiences with testing and insights into when it might be beneficial or unnecessary. They explain the nuances of testing good thumbnails, the potential for inconclusive results, and the importance of timing for both smaller and larger channels. Ultimately, they emphasize that while A/B testing can be helpful, it’s not always the solution for every creator.

Takeaways

• 😀 A/B thumbnail testing on YouTube is a feature that allows you to test which thumbnail performs better in terms of click-through rate.
• 😀 It’s important to assess whether A/B testing is the right choice for your video. If both thumbnails are strong, testing may not be necessary.
• 😀 A/B testing can be helpful when you're uncertain about which thumbnail to use, especially if you have two good options.
• 😀 The results from A/B testing may not always be conclusive, especially for smaller creators who don't get enough impressions.
• 😀 A/B tests show similar results most of the time, meaning testing may not always offer significant insights if both thumbnails are already good.
• 😀 It's crucial to ensure both thumbnails are of high quality. If one is weaker, it may hurt your overall performance, even if it’s eventually 'discarded' in the test.
• 😀 You should not rely solely on A/B testing to determine thumbnail success. A thumbnail that performs well early may not perform well long-term.
• 😀 For larger channels, A/B testing can be beneficial because they get enough impressions to generate meaningful data over time.
• 😀 The timing of A/B testing is important. The first 72 hours of a video may not be enough to judge a thumbnail’s long-term performance.
• 😀 A/B testing should be extended to cover different periods, including testing during the casual audience phase and the long-term viewership phase, to understand its true potential.

Q & A

What is A/B thumbnail testing on YouTube?

A/B thumbnail testing on YouTube is a feature that allows creators to test two different thumbnail versions for their videos to see which one performs better in terms of views and engagement.

When should a creator use A/B thumbnail testing?

A/B thumbnail testing is useful when a creator has two strong thumbnail ideas but is unsure which one will connect better with their audience. It helps determine the more effective thumbnail for driving clicks.

How effective is A/B thumbnail testing for smaller creators?

For smaller creators, A/B testing might not be as effective because there may not be enough impressions (views) to generate reliable results. It typically requires more data and a larger audience to be meaningful.

What is the main challenge with A/B thumbnail testing for smaller channels?

The main challenge for smaller channels is that they often don't have enough views to generate conclusive results within the testing period, which means the test may be inconclusive or not provide actionable insights.

Can a 'losing' thumbnail ever be resurfaced after the A/B test?

While the losing thumbnail is less likely to be resurfaced, it may still be shown to viewers if the video performs well over time. However, it does not automatically get retested against the same audience after the test.

How long should A/B thumbnail testing be conducted to get reliable results?

A/B testing should ideally be conducted over several days or even weeks to gather enough impressions. Results within the first 48 to 72 hours may not be enough to draw meaningful conclusions, especially for larger audiences.

Why is A/B testing not always conclusive even when the data seems to favor one thumbnail?

A/B testing may not always provide definitive answers because the performance of a thumbnail can vary over time, and the audience that views the video can change. What works for the initial audience may not work for the broader, long-term audience.

What is the difference between a 'Community' thumbnail and a 'Discoverable' thumbnail?

A 'Community' thumbnail is one that resonates more with your existing subscribers, often featuring familiar elements like the creator's face. A 'Discoverable' thumbnail, on the other hand, is designed to attract a broader, unfamiliar audience, and may not rely on familiar elements.

Is it necessary to use A/B testing on every video?

No, it is not necessary to use A/B testing on every video. Creators should evaluate whether the test is appropriate based on the strength of their thumbnail ideas and the size of their audience. Smaller creators may not benefit from using this feature on every video.

What impact can A/B thumbnail testing have on views and clicks?

A/B thumbnail testing can help creators identify which thumbnail attracts more clicks. However, if the 'losing' thumbnail is shown to viewers, it could potentially lead to fewer clicks if it's less effective, ultimately affecting the video's performance.