YouTube Just Changed…Here’s How To Prepare

Welcome to Created, the newsletter that's more crucial than wifi when uploading your new video. Here’s what we got for you today:

• YouTube launches A/B thumbnail testing...and how to actually use it
• TikTok announces hyper-realistic AI avatars
• Weekly roundup of top YouTube thumbnails
• Video outlier of the week...and what you can learn from it

YouTube Launches A/B Thumbnail Testing...And How To Use It

Shhh...you hear that?

That's the sound of creators rejoicing as YouTube launches a highly anticipated feature: Thumbnail A/B Testing.

For months, I had early access to try it. So let's talk about what the feature is, how to use it, and why it'll change YouTube. Forever. But seriously.

• What it is: officially, YT calls it "Thumbnail Test & Compare." You upload 3 thumbnail images to test which performs best. Currently, you can only upload one.
• Launch date: You probably already have access. If not, it should be in your YT Studio in the coming weeks.
• How it works: YT simultaneously shows your 3 thumbnails to different viewers. Then, it determines the "winning" thumbnail based on which drives most watch time (not click through rate).

When a new feature launches, certain creators find clever ways to use it.

With this, I recommend following Ryan Trahan's approach. Even MrBeast said he does this same during our interview.

Here's Ryan's recent thumbnail tests on a video — and below we analyzed his 4-step process behind it.

Ryan's process:

1. Test 3 images with macro changes: hallway, bathroom, bed.
2. Let YT select the winner. In this case, the hallway image won.
3. Test 3 more images with micro changes. In this case, text changes.
4. Repeat micro changes until you see diminishing returns.

Try that when you get access to the tool.

But remember, it's not just about the thumbnail.

If your video bombs, trying new thumbnails won't always save it. The problem may be the content.

Our Take: After testing it for months, this feature literally helps lower my anxiety around uploads. So many of us work on the video only to stress over the thumbnail making or breaking it. Now we can let YouTube test and decide for us.

In Other News: YouTube announced community notes, which allows select viewers to write key context on videos. Twitter launched a similar feature in 2022.

Get Ready To Deepfake...Yourself? TikTok Launches New AI Avatars

See that photo above? That's a 100% AI avatar of TikTok creator O'Neil Thomas (2.6M followers).

The avatar sounds just like him too if you watch the announcement video.

Context: TikTok announced new AI ad tools called Symphony to "help marketers scale content development." What that includes:

• Symphony Assistant: AI chatbot to brainstorm ideas for content, finding TikTok trends, script writing, and more.
• Dubbed Translations: AI dubbing, translating your video into English, Spanish, German, and 6 other languages.
• Symphony Creative Studio: Turns short text prompts into ready-to-post videos with avatars who speak about your brand.

The demo video feels like a scene from The Matrix.

With just a product link, name, and short description, TikTok generates a completely AI branded integration within minutes.

How good is it? Scary good. These videos aren't just B-roll shots of a product with a bad AI voice-over on top. They feature life-like creators speaking to the camera, with almost perfect human delivery.

Our take: these tools are only available on the business side. But it's only a matter of time before they become more prevalent with organic content too. Think about it as the evolution of stock imagery. Expect much better. And more personal.

Instagram launched AI avatars of celebrities last year but the reception has been...confusing as MKBHD said during our interview.

But AI brand integrations feel like a smarter bet because viewers may not be as quick to realize that smaller, homegrown creators are using this tech now too.

?? Video Outlier Of The Week

In this section, we analyze the biggest videos from the smallest channels.

This video by SciShow got 2M views. That's 15X the channel’s average, according to Viewstats.

Here's why it took off so you can apply to your next video:

1. Immediate vulnerability: In 2023 Hank Green was diagnosed with cancer and — being the creator that he is — has created educational and optimistic content about the journey.

2. Title & thumbnail pose a mind boggling question: Why did his hair turn curly after chemotherapy?

3. Beyond the hook: After pulling you in, Hank delivers a jam-packed 10 minutes of education on the side-effects of chemotherapy and why more research is needed.

Sponsored by ConvertKit

Why Ali Abdaal Launched His Newsletter On ConvertKit

“Starting an email newsletter was one of the best decisions I’ve made in my life as a creator,” Ali Abdaal (5.5M subscribers) said.

Growing a YouTube channel is already a full-time job. So if you’re trying to grow your audience and your income — you need a newsletter that’s going to help you do both. Just 2 years into uploading videos, Ali realized this and launched his newsletter in 2018.

“Now, every time I send an email, I make around $5,000 — more than I was making in a whole month as a doctor.”

Abdaal built his newsletter using ConvertKit — along with over 600,000 other creators. Check out why and get started for free here.

?? Weekly Roundup: Thumbnails

Here's why we love these YT thumbnails. Hopefully they inspire your next one.

1. Visual contrast between Reality & AI creates intrigue (Linus Tech Tips)

2. Rainbow of Nespresso pods builds off video concept (James Hoffman)

3. The text complements the visual: obviously difficult stunt to master (Van Neistat)

4. Realistic photo with mysterious device builds intrigue (Allen Pan)

?? See You Inside

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After all, nothing great is created alone. Talk soon,

Jon