title Factor

Implied Narrative

The underlying story structure the title sets up. Every title implicitly casts the politician in a role — hero, watchdog, teacher, fighter — and this shapes what the viewer expects to see.

Humans process information through stories. The narrative frame a title sets up determines not just whether someone clicks but whether they watch to the end and share it. Accountability and expose narratives promise conflict resolution; empowerment promises uplift. The narrative must match the content or viewers feel deceived.

Each value below shows two numbers when available: Regular/Shorts is the effect on a typical video, and Top 10% is the effect on videos in the top 10% of views (from a quantile regression). Use the Top 10% column to see factors that disproportionately help videos that go big.

Defense

Regular -3% Shorts +27% Top 10% +56% not significant p = 0.275 · vs. average

The title frames the politician as defending something under threat — a program, a right, a community. Implies the viewer's interests are being protected.

Real examples from the dataset

Attack

Regular +3% Shorts +12% Top 10% +8% not significant p = 0.297 · vs. average

The title frames the video as a direct offensive against an opponent or opposing policy. The politician is on the attack, not defending or explaining.

Real examples from the dataset

Accountability

+0% views not significant p = 1.000 · vs. average

The title frames the politician as holding someone powerful accountable. Implies the viewer will witness a confrontation where the truth is demanded.

Example title

I Made the Defense Secretary Answer for Every Dollar

Educational

+0% views not significant p = 1.000 · vs. average

The title frames the video as teaching the viewer something they need to understand. The politician positions themselves as a knowledgeable guide.

Example title

How the Debt Ceiling Actually Works (Most People Get This Wrong)

Empowerment

+0% views not significant p = 1.000 · vs. average

The title frames the video as giving the viewer agency or hope. The politician is enabling the audience rather than performing for them.

Example title

Here's Exactly How to Make Your Voice Heard Before the Vote

Expose

+0% views not significant p = 1.000 · vs. average

The title frames the video as revealing hidden information or corruption. Promises the viewer will learn something that powerful people don't want them to know.

Example title

What Big Oil Doesn't Want You to See in This Report

Solidarity

+0% views not significant p = 1.000 · vs. average

The title frames the video around shared identity or common struggle. The politician is standing with a group rather than above them.

Example title

Standing with Maui — What I Saw on the Ground

Warning

+0% views not significant p = 1.000 · vs. average

The title frames the video as an alert about a coming danger or threat. The politician is sounding the alarm and the viewer needs to pay attention.

Example title

If This Bill Passes, 20 Million People Lose Coverage

Appeal

Regular -13% Top 10% -14% not significant p = 1.000 · vs. average

Real examples from the dataset

None

Regular +3% Shorts +3% Top 10% -9% not significant p = 1.000 · vs. average

Real examples from the dataset

Revelation

Shorts +8% Top 10% +3% not significant p = 1.000 · vs. average

Real examples from the dataset

Celebration

Regular +20% Shorts -18% Top 10% -2% not significant p = 0.918 · vs. average

Real examples from the dataset

Mourning

Shorts -37% Top 10% +11% not significant p = 0.593 · vs. average

Real examples from the dataset

Other

Regular -3% Shorts -5% Top 10% -11% not significant p = 0.162 · vs. average

Explanation

Regular -20% Shorts +13% Top 10% -39% not significant p = 0.114 · vs. average

Real examples from the dataset