YouTube is expanding a feature that lets creators “test and compare” titles and thumbnails

As creators embrace data-driven approaches to video production, YouTube is equipping them with enhanced insights about their titles and thumbnails. Google’s video platform is expanding the size of the experimental group for a “test and compare” feature that brings A/B tests to YouTube Studio.

According to the YouTube Help page that lists ongoing tests and experiments on the platform, YouTube is “starting to experiment” with title and thumbnail tests by opening up the comparative option among “a small percentage of creators.” Despite the novelty of the experiment, this product isn’t exactly new. YouTube announced A/B tests for thumbnails at VidCon in 2023, and the corresponding rollout began in 2024.

A/B tests for titles and thumbnails meet the demands of creators who are looking to optimize their videos in search of the highest possible viewership. Specifically, robust thumbnail testing is a strategy favored by MrBeast, who built A/B tests into his analytical platform ViewStats.

MrBeast’s findings regarding thumbnails have been massively influential on YouTube. Though he was not the first creator to drill down into thumbnails in search of the most clickable designs, his signature approach to thumbnails is often imitated

on the platform where he has more than 400 million subscribers. Even when MrBeast changes his thumbnails to account for his latest research, many other creators quickly follow suit.

ViewStats gave the ordinary creator access to the secret sauce that informs MrBeast’s ideas about thumbnails, and that functionality is now being built into YouTube Studio. It’s not the first time that a product championed by MrBeast has received official support from YouTube; he has long been a proponent of automated language dubbing software, and he worked with YouTube to develop a first-party version of that tool.

There’s still at least one burning question about the new options in the “test and compare” tab: Is YouTube too late to get into thumbnail tests? MrBeast is already employing AI to take some of the guesswork out of thumbnail generation, much to the chagrin of the humans who are involved in that process. A tidal wave of backlash led MrBeast to remove AI thumbnails from ViewStats, but their widespread adoption may be an inevitability. In that ecosystem, YouTube’s A/B tests could be doomed to obsolescence.