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.
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.