Welcome to Created, the newsletter that’s more crucial than having WiFi on a flight from NYC to LA. Here’s what we got for you today:
- YouTube launches A/B thumbnail testing...and how to best use it
- TikTok rolls out hyper-realistic AI avatars
- Weekly roundup of top YouTube thumbnails
- Outlier video of the week...and what you can learn from it
YouTube Launches Thumbnail Testing... Here's How To Use It
Shhh…you hear that?
That’s the sound of creators rejoicing as YouTube launches a highly anticipated feature: Thumbnail A/B Testing.
For months, I had early access to try it. So let’s talk about what the feature is, how to use it, and why it’ll change YouTube. Forever. But seriously.
- What it is: Officially, YT calls it "Thumbnail Test & Compare." You upload 3 thumbnail images to test which performs best. Currently, you can only upload one.
- Launch date: You probably already have it. If not, it'll be in your YT Studio in coming weeks.
- How it works: YT simultaneously shows your 3 thumbnails to different viewers. It determines the "winning" thumbnail based on which drives most watch time (not click through rate).
When a new feature launches, certain creators find clever ways to use it.
With this, I recommend Ryan Trahan‘s approach. Even MrBeast said during our interview he uses the same approach.
Here’s Ryan’s recent thumbnail tests on a video — and below we analyzed his 4-step process behind it.
Ryan’s process:
- Test 3 images with macro changes: hallway, bathroom, bed.
- Let YT select winner. In this case, the hallway image won.
- Test 3 more images with micro changes. In this case, text changes.
- Repeat micro changes until you see diminishing returns.
But remember, it’s not just about the thumbnail.
If your video bombs, trying new thumbnails won’t always save it. The problem may be the content.
Our Take:
Call me crazy, but…this feature literally lowers my anxiety around uploads.
So many of us edit videos only to stress over the thumbnail making or breaking it. Now we can let YouTube test and decide for us.
Other news:
YouTube also announced community notes, which allows select viewers to write key context on videos. Twitter launched a similar feature in 2022.
Get Ready To Deepfake...Yourself? TikTok Launches New AI Avatars
See that photo above? That’s a 100% AI avatar of TikTok creator O’Neil Thomas (2.6M followers).
The avatar sounds just like him too if you watch the demo video.
Context
TikTok announced new AI tools called Symphony to “help marketers scale content development.” What that includes:
- Symphony Assistant: AI chatbot to brainstorm ideas for content, find TikTok trends, script writing, and more.
- Dubbed Translations: AI dubbing, translating your video into English, Spanish, and 7 other languages.
- Symphony Creative Studio: Turns short text prompts into ready-to-post videos with avatars who speak about your brand.
Basically…with just a product link, name, and description, TikTok’s AI generates your brand video in minutes.
How good is it?
Scary good. It almost feels like The Matrix.
These videos aren’t crappy B-roll shots with robotic AI voiceovers. It’s life-like creators speaking to camera, with almost perfect human delivery.
Our take
These tools are only available for advertisers…for now. It’s only a matter of time before they’re used for organic content, too.
Think about this as the evolution of stock imagery. Expect much better. And more personal.
Haven't We Seen This Before?
Yes. Instagram launched AI avatars of celebs last year but the reception was…mixed as MKBHD said during our interview.
But AI for advertisers feel like a smarter bet. Because viewers may not be as quick to realize that smaller, homegrown creators have AI doubles, too.
🎯 Weekly Roundup: Thumbnails
Here’s why we love these YT thumbnails. Hopefully, they inspire your next one.
- Visual contrast between Reality & AI creates intrigue (Linus Tech Tips)
- Rainbow of Nespresso pods builds off video concept (James Hoffman)
- Text complements the visual: an obviously difficult stunt to master (Van Neistat)
- Realistic photo with mysterious device builds intrigue (Allen Pan)
🚀 Weekly Outlier
- Immediate Vulnerability: after Hank Green was diagnosed with cancer, he's made educational content about the journey. This video builds on that theme.
- Answers Mind-Boggling Question: Hank addresses the elephant in the room about his hair...and overdelivers on the answer.
- Beyond The Hook: After pulling you in, Hank provides a jam-packed 10 minutes of education on the side-effects of chemotherapy and why more research is needed.
Sponsored by ConvertKit
Why Ali Abdaal Launched His Newsletter On ConvertKit
“Starting an email newsletter was one of the best decisions I’ve made in my life as a creator,” Ali Abdaal (5.5M subscribers) said.
Growing a YouTube channel is already a full-time job. So if you’re trying to grow your audience and your income — you need a newsletter that’s going to help you do both. Just 2 years into uploading videos, Ali realized this and launched his newsletter in 2018.
“Now, every time I send an email, I make around $5,000 — more than I was making in a whole month as a doctor.”
Abdaal built his newsletter using ConvertKit — along with over 600,000 other creators. Check out why and get started for free here.
🏆 The Created Referral Program
Know someone who’d also love this newsletter? Refer them and get gifts.
Refer 1 friend: you’ll get my Infinite Ideas book. It’s my 8 best tips to find viral ideas for your next upload.
Refer 5 friends: you’ll get my Top 50 Thumbnails book. It includes a detailed breakdown of why they work so you improve your packaging.
Trust me, these books are packed with more tips than most paid courses.
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– Jon
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