Journal of Business Research

The competition in managing short video content on social media platforms and executing online marketing has intensified in recent years. Crafting eye-catching video titles and thumbnails to increase viewer engagement has become a crucial marketing strategy. A recent study by the Department of Marketing and International Business at Lingnan University titled “Clicks for money: Predicting video views through a sentiment analysis of titles and thumbnails” used artificial intelligence (AI) to show that thumbnails expressing strong sentiments tend to attract more views, while strong sentiments conveyed in video titles may have the opposite effect. Additionally, videos with punctuation, capital letters, and emojis in their titles tend to receive more clicks. The Lingnan research team suggests these findings indicate that specific strategies in producing video content can fully leverage their videos’ potential to boost viewership and enhance online marketing efforts.