title Factor

Direct Quote in Title

Whether the title contains a direct quote attributed to a specific person. Different from simply having quotation marks — this identifies cases where someone's exact words are the hook.

Direct quotes promise the viewer a specific moment they can watch. A punchy soundbite in the title ('Get your act together') creates anticipation for the full context — who said it, to whom, and what happened next. The viewer clicks to see the moment play out.

Regular Videos
+14%
not significant · p = 0.603
Shorts
+28%
not significant · p = 0.053
Top 10% Video
+57%
statistically significant · p < 0.001

Average Video shows the effect on a typical video. Top 10% Video shows the effect on videos in the top 10% of views — estimated via quantile regression, so you can see whether a factor helps most videos a little, or pushes the top performers much higher.

When present

The title features a direct quote from someone, promising a specific dramatic moment.

Videos with this factor

When absent

The title describes what happened without quoting anyone's exact words.

Videos without this factor

11K views
#StandWithSurvivors Melanie Stansbury
2K views