More YouTube creators can now A/B test video titles too
YouTube’s A/B testing is now available for video titles as well as thumbnails, giving more creators a new data-driven way to boost views, reach, and engagement.
Back in July, YouTube rolled out the ability for creators in the YouTube Partner Program to A/B test video titles, on top of the platform’s existing thumbnail testing. It was the first time creators could properly experiment with titles inside YouTube Studio.
Now, YouTube is expanding access to title A/B testing to creators with access to YouTube’s Advanced features, letting more creators experiment to maximize their content’s performance.
How does YouTube’s A/B testing work?
YouTube’s ‘Test & compare’ feature now allows creators to test up to three titles and thumbnails on a single video. Instead of guessing which title/thumbnail combination will work best, YouTube then tests different combinations to viewers over a two-week testing period. Once the test is complete, each combination receives one of three outcomes:
- Winner: This combination significantly drove higher watch time per impression. YouTube automatically sets this as the live version.
- Performed Same: This signifies there was no meaningful difference between the options. Essentially, all versions performed similarly.
- Inconclusive: This means there wasn’t enough data to confidently pick a winner. In this case, YouTube sets the title/thumbnail as the one you uploaded first.
After these results, creators still have full control. Even if YouTube declares a ‘winner’, you can manually choose which title and thumbnail stay live.
Video eligibility
Title testing is only available on: public long-form videos, livestream archives saved as videos, and podcast episodes.
There are a few limitations too, with title testing not available on: ‘Made for Kids’ content, age-restricted videos, and private videos.
How it’s measured: It’s not just about clicks
While click-through-rate matters, YouTube isn’t judging title and thumbnail performance on clicks alone. Instead, the platform measures watch time per impression. That means YouTube favors the combinations that not only get viewers to click, but also keeps them watching.
This is a subtle, but important distinction. A clickbait title might grab attention, but if viewers drop off quickly, it won’t win the test. For creators and artists, this encourages more honest titles that reflect the content actually within a video.
Why this matters for creators
Titles and thumbnails have always mattered for creators. With this tool, the guesswork is taken out. Instead, data helps drive your decision-making in your bid to maximize views and engagement.
The feature is helpful for artists too. Music video titles often follow a standardized formula, but lately that’s been changing. As Music Ally points out, artists are experimenting with more personal and conversational titles. With title A/B testing, artists can now determine whether those creative risks pay off.
Where to access the tool
The expanded A/B testing feature is available now in YouTube Studio on desktop for creators with access to Advanced features enabled. Find out how to unlock advanced features here.