Viewer Promise
What the title implicitly promises the viewer will get from watching. Every click is an exchange — the viewer gives their time and the title tells them what they'll receive in return.
Different promise types attract different audience segments and affect watch time. Revelation promises ('I'll show you what they don't want you to see') drive the highest click-through rates. Information promises drive longer watch times. Entertainment promises get shared most.
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.
Other
Regular +203% Top 10% +32% SIGNIFICANT p = 0.008 · vs. average
Revelation
Regular +25% Shorts +27% Top 10% +74% SIGNIFICANT p = 0.043 · vs. averageThe title promises the viewer will discover something hidden, surprising, or suppressed. Creates a sense of privileged access to insider knowledge.
Real examples from the dataset
Information
+0% views not significant p = 1.000 · vs. averageThe title promises the viewer will learn something factual and useful. Positioned as educational or explanatory content that makes the viewer smarter.
Real examples from the dataset
Validation
+0% views not significant p = 1.000 · vs. averageThe title promises the viewer will feel validated in their existing beliefs. Reinforces their worldview and makes them feel they're on the right side.
We Were Right About the Border All Along — Here's the Proof
Action
+0% views not significant p = 1.000 · vs. averageThe title promises the viewer will know what to do after watching. Frames the video as a guide to taking concrete steps on an issue.
3 Things You Can Do Right Now to Protect Abortion Access in Your State
Confrontation
Regular +1% Top 10% +9% not significant p = 1.000 · vs. average
Real examples from the dataset
Explanation
Regular +29% Shorts -22% Top 10% +84% not significant p = 1.000 · vs. average
Real examples from the dataset
Outcome
Regular -11% Shorts -5% Top 10% -22% not significant p = 0.159 · vs. average
Real examples from the dataset
None
Regular +3% Top 10% +2% not significant p = 0.355 · vs. average
Real examples from the dataset
Entertainment
Regular -76% Top 10% -72% SIGNIFICANT p = 0.049 · vs. averageThe title promises the viewer will enjoy watching — a dramatic confrontation, a satisfying takedown, or a funny moment. The political content is packaged as a show.