YouTube has introduced an update that expands its A B testing tool for creators. The feature now allows creators to test different titles on their long form videos. Earlier, the tool could only compare thumbnail options. Creators with access to advanced features in YouTube Studio can now upload up to three variations of titles, thumbnails or a mix of both.
YouTube explains that after creators upload these variations, the platform will show each version to different viewers over a period of up to two weeks. It will then compare performance and automatically select the version that generates the highest watch time. This removes the need for creators to guess which title or thumbnail works best. Creators can still choose a different version manually if they do not want to use the automatically selected result.
YouTube has also shared guidance on how to read the outcomes of A B tests. If one version performs much better than the others, it receives a label called Winner. If the versions perform at similar levels, creators will see Performed Same. This means the system did not detect a meaningful difference. In some cases, the test may end without a clear result. When that happens, the first uploaded version remains the default.
The platform notes that not every test will lead to a strong winner. One reason is that the compared options may be too similar. YouTube recommends trying visibly different versions, such as changing background colours, text positions or overall layout. Another reason for unclear results may be low impressions, which can prevent the system from reaching a solid conclusion.
YouTube has also explained why its testing tool focuses on watch time instead of click through rate. The company says a strong title and thumbnail should not only encourage users to click but should also reflect the content accurately. By measuring watch time, YouTube aims to choose versions that result in genuine engagement rather than unintentional clicks.
The tool is currently available only on the desktop version of YouTube Studio. To use it, creators must have advanced features enabled on their channel. Testing is limited to public long form videos, live stream archives saved as videos and podcast episodes. A B testing is not available for videos set as made for kids, videos intended for mature audiences or private videos.
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