Urgency Words
Whether the title contains words that create time pressure — 'breaking,' 'just,' 'now,' 'urgent,' 'emergency,' 'just in,' 'happening now.' These words signal that the content is perishable and must be consumed immediately.
Urgency words exploit loss aversion — the fear of missing something important. They can dramatically boost initial click-through rate, but the effect decays fast. A title with 'BREAKING' that's three weeks old actively damages trust and signals to the algorithm that the content is stale.
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 creates time pressure with urgency language signaling breaking or developing news.
Videos with this factor
When absent
The title presents the content as evergreen or at least not time-sensitive.