How Far Should Brands Go in Reviewing Video Titles and Thumbnails?
This article was automatically translated from the Japanese original. Read the original in Japanese
Since video titles and thumbnails are factors that influence view counts, they should not be left entirely to the influencer's discretion. That said, brands should at least check in advance whether the brand name is displayed correctly and whether there is any misleading wording. The actual craft of creating titles and thumbnails is an area where the influencer understands audience reactions inside and out, and intervening in the details here risks reducing view counts.
Why should titles and thumbnails be left to the influencer's discretion?
As mentioned in What Elements Are Essential in a YouTube Sponsored Collaboration Structure (Script)?, YouTube viewers decide whether to click based on the title and thumbnail. The factors influencing this decision vary by each channel's audience and past trends, and the influencer has a better feel for this than the brand does.
What should still be checked in advance?
What needs to be checked comes down to two points: whether the brand name is displayed correctly, and whether there is any misleading wording that overstates the product's effects. As mentioned in How Far Can Correction Requests to Influencers Go?, narrowing down the scope of requestable corrections in advance makes it easier to balance review with discretion.
How should brands balance review and discretion?
The key is to clearly define the scope of review in advance. By communicating upfront that "we will only check the brand name display and any misleading wording," the influencer can focus on crafting an effective title and thumbnail, while the brand doesn't overlook the points it needs to check.
What should be done if a video is published without review?
If a video is published without review and issues are found—such as incorrect brand name display or misleading wording—the brand should clearly communicate the facts and request a correction. Since titles and thumbnails can be changed by the influencer even after publication, addressing these issues is often less burdensome than correcting the main video content.
We believe that reviewing titles and thumbnails works best not by leaving everything to the influencer or by managing everything, but by narrowing down the scope of review to strike a balance between the two.