👋 YouTube is a Sales Funnel…And You Had No Idea.

Two KEY metrics for YouTubers looking to grow their channels…

😜 Thumbnails Aren’t “For Fun”

YouTube’s most important metric is… Impressions click-through rate (CTR)

Here’s where marketing noobs and pros alike get it confused…

• CTR is NOT your audience going from your video to your website.

• CTR is the rate a thumbnail appears on YouTube and YOU click on it.

Impressions / Clicks on Video (roughly)

You’ve probably seen the same thumbnail to a video 4-5 times before never seeing it again. That’s YouTube giving that video a chance at being clicked. If no one clicks, then YouTube will pull the video out of circulation.

🗝️ This is Why Thumbnails are Key…

They are the billboard, the first impression of your content. They are the wrapping paper.

We, viewers, don’t have time to sample 3-5 seconds of every video that’s slightly interesting, instead – we glance at the thumbnail and then read the title.

If you can hook 4 out of 100 viewers, then congrats, you’ve cleared the bar.

Anything over 5% – pop the champagne. 🍾

📈 How to Improve CTR to 4% and Beyond

I won’t just sit here and tell you, “make a better thumbnail.”

First thing, scan YouTube, browse your favorite channels, and rip them off.

🖼️ Here’s what many of them have in common:

• Faces are the dominant subject (both in size and emphasis)

• Few, carefully selected words (Less than 25 CHARACTERS)

• They are emotionally charged (Shock, cringe, fear, ecstatic)

Then finally, go to sites like Envato and Canva and use their YouTube templates.

We’ll talk tomorrow about the bottom of the funnel - watch time, and what you can do as a video editor to make your next YouTube video blow up!

Cheers,
Jordan P. Anderson

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Since I was 13, I've wanted to have a creative impact on the world, and I've learned that you can't do it alone - you need the help of a great audience.

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- Jordan P. Anderson

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