Result
Click-through on this video over its first 14 days, against the channel’s average before.
The brief
Cold Index tells old unsolved stories and never shows a host. The thumbnails had to build tension from objects.
Most true-crime thumbnails shout. This one had to stay quiet and still make you want to know what is on the tape.
What changed
One beam of light on one object: the cassette.
Muted colour and a quiet serif-like headline, so it reads as a documentary, not a reaction video.
Title options sent with it
The last tape
Nobody listened to this tape for 30 years
What's on the last tape?
“
Quiet thumbnails were a risk in our niche. This one out-performed every loud cover we'd tried.
OH
Owen H.
Cold Index, documentary
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