Question Framing (How/Why/What)
Whether the title uses 'how,' 'why,' or 'what' question words to frame the content. This positions the video as answering a specific question the viewer might have.
Question-framed titles align with how people search on YouTube. When someone types 'why are gas prices so high' and your title starts with 'Why Gas Prices Are So High,' you match their query exactly. These titles also create natural curiosity gaps — the viewer wants to know the answer.
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 uses how/why/what to frame the video as answering a question.
Videos with this factor
When absent
The title makes a statement rather than posing or answering a question.