# Create engaging titles A crucial part of [[Producing videos]] is creating a title that captivates the viewer and entices them to click on a video. The title, together with [[Create engaging thumbnails|the thumbnail]], is arguably _the_ most important part of a video, and many experts [^ptya] even suggest they should be created before the video is filmed. A good video title has a clear promise while also generating curiosity and intrigue. ## General characteristics of a good title - Short (70 characters or less) - long titles may be cut off when viewed on some devices - Have a strong point of view (*Don't make this mistake* instead of *Try not to make this mistake*) [^davella] - Tempting, but not sensational (clickbait) - Something concrete that the rest of the video will deliver on - Specific - Searchable (instead of `k6 Office Hours #57`, try `Workload modeling for performance testing`). ## Title forms Using popular forms of video titles can be a shortcut to creating an engaging title. - How to X without Y: How to command respect without being a jerk - How to turn X into Y: How to turn awkwardness into attraction - X common phrases that Y: 5 common phrases that kill your charisma [^ptya] - What is X?: Everything you need to know ## Tailor title to discovery method Think about how you want your video to be discovered. There are three main ways that people can find your videos. ### Browse or Recommended Videos are shown in the Browse page on YouTube and on the list of recommended videos after watching a video. In both cases, YouTube's algorithm kicks in to show viewers videos that they are likely to watch, based on their previous watch history. Titles that are formatted for Browse/Recommended need to stand out from the crowd and have broad appeal, so they are more likely to be [[Clickbait]]y and sensation. Some examples of titles targeting Browse/Recommended are: - _Why I quit my $200k a year job_ - _The secret that YouTubers don't tell you_ - _Last one to leave the car wins $100k_ ### Search Videos can also be discovered when users search for them directly. These videos tend to be much more specific. Some examples of video titles targeting Search are: - _Platinum Century 3776 fountain pen review_ - _How to use Readwise_ Titles that target Search can afford to be less clickbaity and more straightforward, because they're not likely to get clicks outside of people who are specifically looking for it anyway. ### Community Videos that are titled for a community are a luxury that can only be afforded by those with big followings or subscriber bases. Community-based titles refer to an inside joke or bit of knowledge that is relevant only to long-term followers. This is why many bigger YouTubers can ignore title and thumbnail rules-- they no longer need to pander to the algorithm because they've already amassed a group of people who will watch whatever they create. Examples of these are: - _We broke up_ (A video from [[Ali Abdaal]] with his roommate Sheen in the thumbnail) - _A life update_ Videos targeting the communit also happen to have a high [[Click-Through Rate]], because those who see it (subscribers) are already predisposed to clicking on it. ## Tools - [TubeBuddy](https://www.tubebuddy.com/nicolevdh) for keyword and competitor research - [ThumbsUp](https://thumbsup.tv) for testing thumbnail and title combinations and seeing how they look on different screen sizes [^ptya]: Houpert, C. (2021). _Part-time YouTuber academy_. [[Part-time YouTuber Academy|My notes on this course]]. [^davella]: D'Avella, M. (2020). *Master YouTube*. Retrieved from https://slowgrowth.com