Repackaging a challenge channel that had stopped growing



The problem
A 4M-subscriber channel with expensive, well-made videos, but every thumbnail looked the same. The audience had stopped noticing them. The thumbnail was also briefed after the shoot, so there was never a usable frame.
What I did
- 1
Audited 120 uploads and 40 competitors
The winners had one thing in common: stakes you could count.
- 2
Moved packaging before production
Title, sketch and three planned thumbnail shots before every shoot.
- 3
Rebuilt the visual language
Wide scale shots, foreground props, three words of text at most.
- 4
Tested one variable at a time
A/B/C variants every upload, with the learnings logged in a playbook.
The result
Average click-through rate



































































Younes Zarou
Max Amini
Simon Squibb
The Golden Balance
Jolly Emmanuel
Coding Jesus







































































































































































