CHECKLIST & SOP
Real Men Real Style
- Dimensions – 1920 x 1080 px
- Save Quality – 10
- Each video should have AT LEAST 4 angles utilized (check below)
- Photos Used should be copyright-free, or faces invisible/unrecognizable
- Photos used MUST be sharp and High Quality
- Text – Use copy sparingly. Thumbnails without text work better compared to text-heavy thumbnails. If using copy, make sure to use 5 WORDS MAX.
- Background color – The goal of the thumbnail is to catch the viewer’s attention and deliver the message immediately. A way to do this is to simplify your thumbnail to the bare essentials. A plain background color with great contrast to the subject works.
- Texture – Adding elements in the thumbnail, or a background texture, will help make the thumbnail more dynamic and get rid of the negative space making it look bare.
We have eight (8) angles we use in our thumbnails. Every thumbnail we make falls into one or a combination of several angles.
- Shock – Uses controversial/taboo topics to pique interest. May also use exaggerated, over-the-top scenarios.
- Academic – A scholarly approach to the thumbnail, usually with copy describing the video content.
- Infographic – Visualizes a tidbit of information on the thumbnail to give the viewer a preview and upsell the video.
- Curiosity – Aims to pique the viewer’s curiosity. Uses minute difference in details, blurring/covering key parts of the image deliberately.
- Comparison – Compares to images to emphasize the correct/wrong scenario. May also be causal in nature (Before/after images)
- Negative – Highlights an incorrect way to do something, that the viewer may not know yet or they may relate to.
- Pain point – Uses images that highlight a major problem/pain point to majority.
- Aspirational – An approach that uses images of the ‘perfect’ gentleman. This may be an attractive ladies’ man, a strong, muscular guy or a rich and powerful man.
THUMBNAIL DEVELOPMENT SOP
- Check if review copy of video or talking points are available in InfluenceKit
- Our past video Analytics
- Similar videos from other Youtubers
- Create Thumbnails(9-12):
- Find relevant images (google, stock website, sponsor, flickr)
- Create atleast 3 out of these 4 categories(3 variations for each):
- Telling what the video is through copy with a complimentary image
- Specific Situation
- Challenging existing notions
- Negative Reinforcement
- Positive Reinforcement
- Piques curiosity
- Before and After
- Right or Wrong
- Depicting Strong Emotions
- Pain point
- Get feedback from team during creative meeting/over email
- Testing – For thumbnails that have a conflict in opinion, or we wanna see the difference in results from slight variations to the image, we would want to test thumbnails. Refer to Testing SOP for more details.
- Decide 4 Options
- First 2:
- Jane’s Pick
- Antonio’s Pick
- Next 2:
- Two different categories
- Same categories as Jane’s and Antonio’s pick (for comparison)
- Run it for 48 hours
- First 2:
- Decide 4 Options
- Finalize Thumbnail
- Collate test results and finalize thumbnail.
- Antonio may not be able to sprint to pick his options:
- Send email to Antonio and get his pick through video or email
- Go on without his pick
- Talking points may not be available:
- Make thumbnails based on just the title or previous similar videos
- Last minute video additions:
- Replace scheduled tests if time permits
- Go on with a consensus opinion instead of testing
Monthly reports should be made discussing the performance of our thumbnails every month. These should be discussed:
- Individual CTR of every video
- Overall CTR of the month
- Lowest CTR Video (Floor)
- Highest CTR Video (Ceiling
- The goal is to improve our Lowest CTR and to exceed our highest CTR
- Analysis of Best and worst performing videos
- Thumbnail replacement updates
- Report on the health of videos we replaced thumbnails of