A compelling video title is essential for attracting viewers and setting the right expectations for the content. Here's a breakdown of the key elements that contribute to a successful title:

Topic and Format

A title should clearly communicate both the topic and the format of the video. The topic generates initial interest, while the format provides insight into the content's structure. For instance, a title might indicate a "how-to" video or a personal story.

Clarity and Accuracy

A good title should accurately reflect the content of the video. If the video does not deliver what the title promises, viewers may feel disappointed and leave, which can negatively impact how the algorithm treats the video. The title should match the content.

Setting Expectations

The title sets expectations for the viewer. It should give a clear idea of what the video is about, even if it doesn't cover the entire video. For example, a title might focus on one interesting segment, as long as the rest of the video maintains the same tone.

Intrigue and Curiosity

A title should be intriguing and spark curiosity, prompting viewers to click. It can be beneficial to be mildly vague, especially when the thumbnail provides additional context. The title and thumbnail work together, with the thumbnail grabbing attention and the title generating interest.

Impact and Social Proof

Even if a title is exciting, it might not work well if the video lacks social proof, such as a high view count. People may doubt the credibility of a video with a very low view count that promises "million dollar business advice," for example.

Readability and Length

While there is a lot of advice on title character length, most viewers are not bothered by a title's length, unless it gets cut off. It is important that the title is easy to read.

Styling and Emphasis

Using consistent styling in titles can help create a recognizable brand. For instance, writing everything in lowercase can make content easier to spot. Capitalizing one word can help emphasize a key point of interest.

Avoid Clickbait

A straightforward title is often better than one with multiple parts. The title should not be misleading. It's important not to make viewers work too hard to understand what the video is about.

Testing

When testing different titles, give them enough time to see what works. Sometimes it takes a few impressions for people to finally click, so daily changes won't provide sufficient data.

Thumbnails are secondary to titles

Titles are more important than thumbnails. A thumbnail is mainly for grabbing attention while the title is meant to generate interest.

Titles should be created early

If a title is created after a video is done, it might not fully match the content. Therefore, thinking about the title early on can help align it with the content.

Summary

A good video title should be clear, accurate, intriguing, and reflective of the video's content. It should also be easy to read and set the right expectations for the viewer.