YouTube expands ‘test and compare’ tool with new title testing feature
Originally introduced in 2023 in limited testing, the 'test and compare' tool has been in high demand among creators, many of whom have relied on guesswork and manual experimentation to optimise video performance.
YouTube has announced the expansion of its 'test and compare' feature, giving more users access to thumbnail A/B testing, and for the first time, rolling out title testing to a small group of creators.
Originally introduced in 2023 in limited testing, the 'test and compare' tool has been in high demand among creators, many of whom have relied on guesswork and manual experimentation to optimise video performance.
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Now, YouTube is scaling access through YouTube Studio, allowing a broader creator base to test multiple thumbnail variations on the same video, and soon, with titles.
How does the ‘test and compare’ work
The feature allows creators to upload up to three different thumbnails for a single video.
These thumbnails are then displayed evenly across a segment of viewers, giving each version an equal chance to perform. Over time, YouTube analyses viewer engagement, with a particular focus on watch time share, a metric YouTube calls “the most reliable indicator” of content effectiveness.
“YouTube will show your chosen thumbnails evenly across your video’s viewers and will select a winning thumbnail based on which one generates the most watch time share,” the company confirmed in its official announcement.
Unlike traditional A/B testing, which often focuses on click-through rate (CTR) alone, YouTube’s approach prioritises actual engagement, ensuring that the selected thumbnail not only attracts clicks but also contributes to viewer retention.
YouTube is also testing video titles too
YouTube has also begun experimenting with title testing, allowing select users to test different video titles using the same 'test and compare' infrastructure.
“We’re starting to experiment with a feature that gives creators the ability to test titles as well as thumbnails using our ‘test and compare’ feature in Studio,” YouTube said.
“We’re rolling this out to a small percentage of creators at first, but we’ll keep you posted on our plans to expand it to more creators.”
With this update, creators can receive measurable insights into which title variation leads to better performance, helping them fine-tune their messaging for maximum reach and relevance.
Titles and thumbnails are often referred to as the "packaging" of YouTube videos as they are the first thing potential viewers see, and their impact on discovery and viewership is undeniable.
Even slight tweaks in wording or imagery can dramatically affect a video's success.
Thumbnail testing is currently expanding to more users globally through YouTube Studio (desktop version).
Title testing remains in early experimental phases, limited to a small group of users.
Creators can upload up to three options per video, and the system will automatically determine the best-performing option over time.
YouTube says more updates and broader access are planned as the features mature and the testing continues.
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