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go through Yijie Technology August 6, 2024
Lingnan University’s Department of Marketing and International Business’ latest research, “Earn Money by Clicking: Predicting Click-through Rates by Analyzing Video Titles and Thumbnails,” used artificial intelligence (AI) to analyze more than 16,000 YouTube videos worldwide and found that strong emotions expressed in video thumbnails can increase views, but strong emotions expressed in titles can reduce clicks. In addition, videos that use punctuation, capital letters, and emoticons in titles have higher click-through rates.
The Lingnan University research team analyzed videos released for more than one week in February 2023, covering categories such as music, movies, sports, education, politics and technology. The results showed that the emotional expressions and text descriptions in the video thumbnails and titles had a significant impact on the number of views. Videos with thumbnails expressing strong emotions and titles using punctuation and emoticons received higher views.
Professor Pang Ling, Head of the Department of Marketing and International Business at Lingnan University, pointed out that research shows that the design of video thumbnails, titles and text descriptions has an important impact on attracting viewers. Videos with shorter duration, larger thumbnails and containing portraits or bright thumbnails are more attractive.
This study provides a reference for short video marketing. Content creators should avoid using overly exaggerated emotional language in titles and text descriptions. Appropriate use of punctuation and emoticons can help increase clicks. The research results were published in the Journal of Business Research, which can help provide practical suggestions for content creators and marketers.
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