YouTube is testing a new feature called the Test & Compare tool, also known as A/B thumbnail testing, which aims to help advertisers select the most effective thumbnail for their videos. The tool will allow marketers to upload up to three thumbnails per video, and YouTube bots will conduct experiments to determine which thumbnail drives the highest click-through rates (CTRs). This feature is currently being tested on a limited number of creators, but a beta version is expected to launch in the coming months, with plans to expand it to more creators next year.
The purpose of the Test & Compare tool is to provide advertisers with performance data that will help them understand their audience’s behavior and create a winning thumbnail. By selecting a thumbnail that generates a higher CTR, advertisers can expect improved engagement with their videos. YouTube has stated that the tool is in response to consumer demand, as it has been one of the most requested features.
According to a YouTube spokesperson, the testing phase is underway, and the team is working to make the Test & Compare tool more widely available in 2023. The YouTube Creator technical team and the wider Creator community are expected to release more information and announcements as the testing progresses. Creators who are interested in participating in testing future features can sign up on YouTube’s Creator Research page.
The introduction of the Test & Compare tool reflects YouTube’s effort to provide advertisers with data-driven solutions. Thumbnails play a crucial role in attracting viewers to click on videos, and having access to performance data will enable advertisers to make informed decisions when selecting thumbnails. By testing different designs and determining which one performs the best, advertisers can optimize their thumbnails and potentially increase their video’s visibility and engagement.
Overall, the Test & Compare tool offers a valuable feature for advertisers on YouTube, as it allows them to test and select the most effective thumbnail for their videos. It demonstrates YouTube’s commitment to meeting the needs of its users and providing them with tools that enhance their advertising strategies. As the testing progresses and the tool becomes more widely available, advertisers can expect to have access to even more data-driven features on the platform.