thumbnail Factor

Thumbnail Emotion

The dominant emotion displayed in the thumbnail, usually through the facial expression of the person shown. Classified by AI visual analysis of the thumbnail image.

Humans read facial expressions instinctively and in milliseconds. A thumbnail showing strong emotion — surprise, anger, confidence — triggers mirror neurons that make the viewer feel something before they consciously decide to click. Neutral expressions fail to create that involuntary engagement.

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.

Moderate

Shorts +82% Top 10% -12% not significant p = 0.164 · vs. average

Real examples from the dataset

Kaine on Senate Floor Discussing Trump's Illegal Order to Pause All Federal Grant and Loan Programs Timothy Kaine

67K views

listen to Dr. Badar Khan Suri's story Pramila Jayapal

6K views

The Trump administration’s attacks on science are an attack on all of us. John Hickenlooper

2K views

Today’s the day. I’ll be fighting the worst, most destructive bill I’ve seen in my time in Congress. Mark Warner

686 views

Senator Warner Testifies Before Committee on Life-Saving Veteran Grant Program Mark Warner

212 views

Strong

Regular +42% Shorts +21% Top 10% +57% SIGNIFICANT p < 0.001 · vs. average

Real examples from the dataset

Schatz: Hegseth’s Immaturity, Incompetence Is A Lethal Combination On A Battlefield Brian Schatz

202K views

Republicans are a mess. Charles Schumer

7K views

Trump has broken his promises on immigration, jobs, and lowering costs Jimmy Gomez

2K views

This Is Bigger Than Just Epstein — Protect All Women And Girls Teresa Leger Fernandez

846 views

Rep. Horsford Fights to Protect Health Care Access in GOP “Screw America” Bill Steven Horsford

272 views

Mild

Regular +19% Top 10% +29% SIGNIFICANT p = 0.001 · vs. average

Real examples from the dataset

The U.S. must crack down on the international illicit economy and the crooks it serves. Sheldon Whitehouse

108K views

I’m on the Senate floor demanding Trump release the SNAP benefits he’s cruelly withholding. Jeff Merkley

2K views

The only way we move forward as a society is by engaging, even when we strongly disagree. Wesley Bell

960 views

Morning update on the big ugly bill Lisa Blunt Rochester

454 views

REALLY?! Republicans Think Protecting Workers' Rights is "Woke" James McGovern

172 views

No Face

Regular -1% Shorts +2% Top 10% +7% not significant p = 0.443 · vs. average

Real examples from the dataset

Is Trump's New Plane Legal? Schiff and Litman Break it All Down Adam Schiff

78K views

Rep. Gomez honors our veterans with a renewed promise Jimmy Gomez

2K views

Our elections belong to the American people — not to a president who refuses to accept the results. Maggie Goodlander

795 views

HANDS OFF SOCIAL SECURITY: PRESS CONFERENCE IN MILWAUKEE Gwen Moore

353 views

Underwood Condemns DHS Secretary Kristi Noem, Operation Midway Blitz, in House Floor Speech Lauren Underwood

152 views

Angry

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

The face shows visible anger — furrowed brow, tight jaw, intense glare. Signals conflict and high stakes. Common in hearing clips and confrontation videos.

Example title

Tight crop of the politician mid-speech with visibly clenched jaw and pointed finger

Confident

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

The face projects self-assurance — direct eye contact, slight smile, squared posture. Signals authority and makes the viewer trust the content.

Example title

The politician looking directly at the camera with a composed, assertive expression

Concerned

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

The face shows worry or empathy — slightly furrowed brow, softened eyes. Signals that something serious is at stake and the politician cares.

Example title

The politician with a furrowed brow and slightly downturned mouth, looking at someone off-camera

Happy

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

The face shows a genuine smile or joyful expression. Signals positive content — a win, good news, or celebration.

Real examples from the dataset

Ted Cruz Endorsed by Democrat District Attorney Ted Cruz

4K views

Neutral

Shorts +2% not significant p = 1.000 · vs. average

The face shows no particular emotion — a standard headshot or passport-style expression. Fails to signal what kind of emotional experience the video offers.