One of the most challenging aspects for YouTube creators is choosing the right thumbnail. Thumbnails are crucial for catching viewers' attention and can be the deciding factor between someone clicking on a video or simply scrolling past. Therefore, finding the perfect thumbnail formula has long been a goal for YouTube users.
A recent study analyzed the facial expressions used by top YouTube channels to discover which expressions perform best. Here’s what the research found.
The Best Facial Expression for YouTube Thumbnails
The team at Kapwing conducted a study to determine the most effective facial expressions for YouTube thumbnails. Using Amazon Rekognition, an AI facial recognition tool that detects emotions, they analyzed thumbnails from some of the biggest YouTube channels, including MrBeast, PewDiePie, Dude Perfect, and others. The results revealed that happy and surprised expressions were most commonly used among successful YouTube channels. Here’s the full breakdown:
- Surprise: 26.95%
- Happiness: 26.65%
- Calmness: 16.77%
- Anger: 10.48%
- Confusion: 8.68%
- Fear: 8.08%
- Sadness: 1.50%
- Disgust: 0.90%
Interestingly, sad or disgusted expressions are rarely used by these highly viewed channels.
The Best Facial Expressions Based on Video Category
The study also highlighted which expressions perform best across different video categories. While happiness leads in nearly every category, there are some interesting nuances:
- Travel Channels: Happiness (53.69%), Surprise (17.21%), Calmness (15.98%), Fear (4.10%)
- Fitness Channels: Happiness (42.52%), Calmness (37.38%), Confusion (5.61%)
- Gaming Channels: Surprise (28.14%), Happiness (22.16%), Calmness (14.97%), Fear (13.77%)
- Comedy Channels: Happiness (34.55%), Surprise (22.42%), Calmness (20.00%)
- Educational Channels: Happiness (36.27%), Calmness (35.75%), Surprise (11.92%)
- Music Channels: Happiness (45.26%), Calmness (33.16%), Surprise (7.89%)
- Cooking Channels: Happiness (40.63%), Calmness (25.63%), Surprise (16.25%)
- Science Channels: Happiness (42.86%), Calmness (29.87%), Surprise (16.88%)
This analysis demonstrates that adjusting thumbnail expressions based on video category can potentially increase viewership, with positive or surprised expressions leading in engagement across multiple genres.
