Custom thumbnails are a fantastic way to increase your content’s click-through rate (CTR) and captivate viewers.
However, not all thumbnails are created equal. There are dozens of different styles out there. Big YouTubers have their signature thumbnail designs. There’s constant competition to stand out.
Finding the right thumbnail concept for your video and channel can be tricky.
The good news? YouTube has a Test and Compare tool for ABC thumbnail testing. Here’s what it is – and why you should use it.
Quick Facts
- YouTube’s Test and Compare lets you upload three thumbnail versions per video.
- The thumbnail with the biggest watch time share automatically wins.
- YouTube ABC testing helps you to experiment with new ideas for thumbnails and to revitalize old content.
- You can now also do this with video titles.
Keep reading for the full scoop!
Contents
What Is YouTube ABC Testing?
ABC testing means launching several versions of the same design element at the same time. You then observe their performance for a little while, before deciding which one to stick with.
The “ABC” part refers to the three versions (“A”, “B” and “C”) used for this. More generally, this is also called A/B testing.
On YouTube, you can use the Test and Compare feature to try out three different thumbnails for the same video at the same time. Formerly, you’d have to manually switch out the thumbnail for a certain time to see how it impacts your content’s performance. Or use yet another third-party tool for this.
Plus, YouTube will automatically identify the winner of the thumbnail comparison, based on the share of total watch time for the video that each one inspired.
Why watch time and not CTR? Over the years, watch time has become a far more important factor for the YouTube algorithm.
In the eyes of YouTube, a thumbnail that inspires a high CTR but low watch time is misleading. And it’s not just a clickbait issue: People may simply expect one thing when they click through to any given video and end up disappointed if it doesn’t match that.
Say you have a very sleek, serious thumbnail, but your video’s tone is actually fun and goofy. Your video will be watched by the wrong audience, which then won’t stick around for long. You made a wrong first impression, basically.
In contrast, the more watch time a thumbnail inspires, the better it is. For both the algorithm and your YouTube monetization. No matter what the actual graphic design looks like!
Here’s YouTube’s own launch video for the feature.
What Are the Benefits of ABC Testing Your Thumbnails?
So why should you be using YouTube’s new Test and Compare feature for thumbnails?
First and foremost, you can fine-tune your thumbnail design to reach the maximum number of viewers. And capture their attention.
Secondly, you can experiment with ideas for thumbnails without having to compromise the performance of an entire video.
Plus, thumbnail ABC testing on YouTube can also benefit your older, potentially underperforming content. You can test revamped thumbnails and generate renewed interest.
According to the experience of our channel managers here at Tasty Edits, older videos that they’ve done a thumbnail test on actually do get picked up again by the algorithm.
Finally, another reason to systematically ABC test your thumbnails is that it’s just what professional creators do. Instead of relying solely on their gut when it comes to which thumbnails are best, they look at the YouTube analytics. In fact, MrBeast had early access to this tool and loved it.
Because analyzing and switching thumbnails just got easier again, expect creators to mix it up with their older videos. If you like any particular design and want to save it for inspiration, actually downloading YouTube thumbnails is the only sure-fire way to do this.
Since mid-2025, all the same things apply to YouTube video titles. You can now ABC test those too, and you’ll probably see the effects on the channels on your radar.
How to Use Test and Compare for YouTube Thumbnails?
That said, how do you actually use the Test and Compare feature for YouTube ABC testing?
There are two ways to use it, depending on whether you upload a new video or whether you want to ABC test on existing content.
For a new video, it’s easy. All you need to do is click on “Test and Compare” in the thumbnail section during the upload process.
For existing content, you need to go to YouTube Studio and navigate to the Content tab in the sidebar on the left. Then, click on the video you want to ABC test. Scroll to the thumbnail section and click on the three-dots menu of the thumbnail preview, where you can then select Test and Compare.
Either way, you can now pick your three thumbnails and launch your test.
The Bottom Line: YouTube ABC Testing Is a Great Opportunity
Overall, YouTube thumbnail ABC testing is a fantastic way of homing in on the style that best fits your channel. And of boosting your overall watch time metrics, average view duration, and YouTube monetization.
It’s an easy-to use tool that automatically highlights the thumbnail that’s best for your content. Even major creators swear by it. Time to leverage it for your channel as well!
FAQs
Yes! YouTube has a Test and Compare feature for video thumbnails and titles.
On YouTube, you can ABC test video thumbnails and titles with the Test and Compare feature. It allows you to upload three versions per video and see which one performs best.
AB testing means you compare two versions of the same design element to see which one gets better results. YouTube’s Test and Compare feature lets you try out three thumbnail versions and picks a winner automatically. Same for titles.
To use YouTube’s Test and Compare feature while you upload a new video, select it from the thumbnail menu. For existing content, go to YouTube Studio. In the Content section, go to the video you want to test, and use the meatballs menu on the preview thumbnail.
Watch time share is used to decide which thumbnail performs best in ABC testing because it shows not just how attractive the thumbnail is overall, but also whether it accurately reflects the content of a video.
