There isn’t one single emotion that universally guarantees the most clicks on every video, surprise and happiness consistently appear to be highly effective in driving clicks, according to recent analysis of top YouTube channels.
Here’s why these emotions, and others, can be powerful:
Emotions That Drive Clicks:
- Surprise: This emotion creates a “curiosity gap.”1 Viewers see an expression of shock or astonishment and want to know what caused it. It suggests something unexpected or intriguing will be revealed in the video.
- Happiness/Joy: Positive emotions are generally appealing. A happy expression can make a video seem lighthearted, entertaining, or inspiring, enticing viewers looking for positive content.
- Curiosity/Intrigue: While not a single facial expression, thumbnails that hint at a mystery, a secret, or something unusual can pique viewers’ curiosity and make them want to click to find out more. This can be conveyed through various expressions and visuals.
- Fear/Shock (used cautiously): These can be attention-grabbing, especially for specific niches like horror or true crime. However, they need to be used carefully to avoid being perceived as overly negative or misleading.
- Anger/Frustration (can be niche-specific): In certain contexts, like commentary or reaction videos, an expression of strong opinion or frustration can resonate with viewers who share those feelings.
- Confusion: Similar to surprise, a confused expression can make viewers wonder what’s going on and click to understand.
Key Considerations:
- Context is Crucial: The most effective emotion will depend heavily on the video’s topic and target audience. What works for a comedy sketch might not work for a serious documentary.
- Authenticity: The emotion displayed in the thumbnail should ideally align with the content of the video. Misleading thumbnails (clickbait) can lead to viewer dissatisfaction and damage your channel’s reputation in the long run.2
- Exaggeration (to a degree): While authenticity is important, slightly exaggerating an emotion in a thumbnail can make it more visually impactful and attention-grabbing, especially in a sea of other videos.3
- Eye Contact: If your thumbnail includes a face, direct eye contact with the viewer can create a more personal connection and increase click-through rates.
In conclusion, while surprise and happiness appear to be strong contenders for driving clicks, understanding your audience and the specific content of your video is key to choosing the most effective emotion for your thumbnails. Experimentation and analysis of your own video performance are crucial to determine what resonates best with your viewers.
One Comment
Intrigue is key I think. If it is something they think they are missing out on or a shock and it often overlaps with the emotions of surprise and the fear of missing out (FOMO). The Curiosity Gap: Intrigue inherently creates a “curiosity gap.” You present just enough information to pique someone’s interest, making them feel like there’s something valuable or interesting they need to know. This is a strong motivator to click and fill that gap.
Fear of Missing Out (FOMO): When a thumbnail or title suggests a secret, a life hack, an exclusive piece of information, or something that everyone else is talking about, it can trigger FOMO. Viewers don’t want to be left behind or miss out on something important or entertaining. Intrigue often plays a role in creating this feeling.
Novelty and the Unexpected: Intriguing content often hints at something new, different, or unexpected. Our brains are wired to pay attention to novelty, as it could represent opportunities or threats. A thumbnail that suggests something out of the ordinary can be highly clickable.
Problem Solving: If a thumbnail or title poses an intriguing question or hints at a solution to a common problem, viewers who are facing that issue will be compelled to click to find the answer.
How Intrigue Manifests in Thumbnails and Titles:
Intriguing Questions: “The Shocking Truth About…”, “You Won’t Believe What Happened Next!”, “Is This the End of…?”
Suggestive Visuals: Close-ups of mysterious objects, partially obscured faces showing intense emotion, before-and-after transformations, shocking statistics presented visually.
Intriguing Phrases: “The One Thing They Don’t Want You to Know…”, “The Secret to…”, “I Tried This Banned Method…”
The Connection to Surprise and Shock:
Surprise and shock are often elements that contribute to intrigue. A shocking visual or a surprising revelation hinted at in the title can instantly pique curiosity.
In conclusion, you are absolutely right. Intrigue is a fundamental psychological driver of clicks. By crafting thumbnails and titles that create a curiosity gap, tap into FOMO, suggest novelty, or hint at valuable information, you can significantly increase your click-through rates on YouTube. It’s about making viewers feel like they have to see what’s inside the video.