YouTube recently rolled out title A/B testing to all creators worldwide. The “Test and Compare” tool, which previously let creators experiment with thumbnails, now extends to titles. You can test up to three titles, three thumbnails, or combinations of the two on a single video.

YouTube shows different versions of your title (and thumbnail, if you’re testing both) to different viewers over a period of up to two weeks. After the testing period wraps up, YouTube analyzes the results and tells you which version won the popularity contest.

Here’s where YouTube’s approach gets interesting. It’s optimizing test results based on watch time rather than click-through rate. While this might seem counterintuitive at first; doesn’t a good title need to get clicks? Yes, but not just any clicks. The platform wants titles that drive “the highest viewer engagement,” which means watch time matters more than whether someone clicked in the first place.

As for the results interpretation, YouTube keeps this refreshingly simple. You’ll get one of three outcomes: “Winner,” “Performed the same,” or “Inconclusive”. The last label appears when there’s no clear performance difference or your video didn’t generate enough impressions for a reliable comparison.

Mind you, title A/B testing requires access to YouTube’s advanced features, so you need to verify your account first. The feature only works on long-form videos, and the testing interface is currently desktop-only.

For creators tired of second-guessing every title choice, agonizing over word placement, or wondering if that question mark was a terrible mistake, this feature offers much-needed relief. Test your options, let YouTube crunch the numbers, and focus your creative energy on the content itself.

To know more, click here.