Second-Person Language
Whether the title uses second-person pronouns — 'you,' 'your,' 'you're.' Second-person language directly addresses the viewer and makes the content feel personally relevant to them.
Second-person titles make abstract policy feel personal. 'A tax increase' is something that happens to other people. 'Your taxes are going up' is something happening to the viewer right now. This personal relevance dramatically increases the likelihood of a click.
Average Video is the effect on a typical video. Top 10% Video is the effect on the videos that broke out (top decile of views) — so you can see whether a factor helps most videos a little, or pushes the top performers much higher.
When present
The title directly addresses the viewer with 'you' or 'your,' making the content personally relevant.
Videos with this factor
When absent
The title discusses the topic in general terms without directly addressing the viewer.