Google YouTube Creator Playbook Guide Version 2 - Manual (Page 45)

Publishing & Optimization
Thumbnails, along with your video title, act as mini marketing posters
for your content on YouTube. You should always create custom
thumbnails to be uploaded along with the video file. There are a few
general guidelines to follow, but the right poster-frame depends on what
the video is about.
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Clear, in-focus, hi-resolution (640px x 360px min., 16:9 aspect ratio)
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Bright, high-contrast
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Close-ups of faces
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Visually compelling imagery
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Well-framed, good composition
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Foreground stands out from background
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Looks great at both small and large sizes.
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Accurately represents the content
Thumbnails are important for search, related video traffic, and channel
page optimization. This visual snapshot of your video is one of the most
important optimizations for attracting views on YouTube.
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Thumbnail Optimization
The thumbnail should accurately represent the content included
in your video and should not be overly sexually provocative.
Make sure to upload high-resolution thumbnails so they
appear crisp and clear throughout the site.
Optimal Not Optimal