Feb 11 2026
From Article to Short-Form Video That Holds Attention via @sejournal, @MattGSouthern

Most articles don’t make good videos. The ones that do share qualities that translate naturally to 60-second formats. Identifying them before you commit production resources saves more time than any editing shortcut.

Data and first-party guidance point to repeatable patterns in how short-form video holds attention. These patterns shape script structure in ways that written content doesn’t prepare you for.

A 1,500-word article that performs well as text may contain only 150 words worth converting to video, and those 150 words may not be the ones you’d instinctively choose.

In this guide, I’ll walk through the selection and scripting process, drawing on company guidance, third-party analysis, and creator workflows. The focus here is on two decisions that matter more than production quality. Which content to convert, and how to structure scripts that hold attention on each platform.

Download your article-to-video script checklist, a one-page reference for converting written content into short-form video scripts.

Selecting Content Worth Converting

Some creator workflows follow an 80/20 rule: Spend most of your time choosing what article to convert, then polish the output. You may assume production quality drives results. In practice, selection matters more than polish.

How-To Content

How-to and tutorial content adapts well when converted to video. The reason is because of how it’s structured. How-to content breaks naturally into steps, and each step becomes either a standalone clip or a beat within a longer video. The segmentation is already built into the written piece.

Listicles

Listicles have this quality as well. Each list item gives you a cut point, so a “7 ways to improve X” article can become seven separate videos or one video with seven sections.

FAQs

FAQ content works well as each question-answer pair delivers complete value on its own, matching how people consume short-form video. They arrive mid-scroll, expecting an immediate payoff.

Case Studies

Case studies with clear problem-solution-result structures fit naturally into 60 seconds. Problem in the first 10, solution in the middle 40, result in the final 10. The narrative arc compresses without losing its logic.

Avoiding Content That Doesn’t Convert

Content that converts poorly has its own unique qualities.

Limited-Time Announcements

Announcements with a short shelf life rarely justify the effort because by the time you script, record, edit, and publish, the information may be stale.

Rapidly-Changing Data

Statistics-heavy pieces where data changes frequently create maintenance problems. A video claiming “X platform has 500 million users” becomes misleading within months, but it keeps circulating after the number expires.

Complex Arguments

Complex arguments that require multiple supporting points rarely fit into 60 seconds. If an article’s value comes from building a case across 2,000 words, extracting 150 words guts the logic that made it persuasive.

Audit Using Engagement Metrics

Before committing production resources, audit existing content using engagement metrics. Articles with 5%+ engagement rates or 1,000+ monthly visits make prime candidates because they’ve already validated the topic with your audience. Converting them becomes distribution rather than experimentation.

In one Diggity Marketing case study, a real estate technology company saw 148% higher referral traffic after repurposing blog content this way. They identified where their audience searched, built format-specific assets, and drove users back to core content. The blog became a hub with videos pulling attention from social platforms back to owned properties.

Script Timing That Matches Platform Retention

Each platform has different structural requirements, which means scripts optimized for one may underperform on another.

OpusClip’s retention analysis suggests YouTube Shorts see strong retention at 15-30 seconds, with tutorials often running 25-40 seconds. YouTube Shorts can run up to three minutes, but many retention-focused workflows start with shorter cuts. Many Reels strategies even skew shorter, and retention can drop as videos run longer.

TikTok for Business recommends 21-34 seconds for In-Feed ads. On TikTok, strong completion and replay behavior tend to correlate with wider distribution. If you’re aiming for TikTok’s Creator Rewards Program, videos need to be at least one minute long.

These differences mean a single script may need three versions for cross-platform distribution. Your core content stays the same, but timing adjusts to match each platform’s retention curve.

For videos at least one minute long (required for TikTok’s Creator Rewards Program), TikTok’s Creative Codes recommend a three-part structure: hook, body, and close.

The math shapes everything else. Industry standard speaking pace for video runs 140-160 words per minute, which means a 60-second script caps at roughly 150 words. TikTok’s research shows 90% of ad recall happens within the first six seconds, so your hook needs to land in that window. At a typical speaking pace, six seconds gives you about 15-20 words to establish why viewers should care.

That leaves roughly 45 seconds for body content and 5-10 seconds for your close.

If you’re spending 15-20 words on the hook and 15-25 on the close, the body gets 100-120 words. That’s enough for two or three points with room to breathe between them. More than three points in that space creates rush that tanks retention.

Think about it like this: If you can only say 150 words, you have to choose the 150 most important words from your 1,500-word article. That selection process is where conversion skill lives.

Hook Formulas Backed By Retention Data

The first three seconds determine whether viewers stay or scroll. A video with a weak opening has a problem, regardless of how strong the rest of the content is.

Here are some examples of strong hook formulas.

Surprising Stat

A surprising statistic paired with immediate relevance stops the scroll. Numbers signal credibility, and the surprise creates curiosity.

In practice, it reads like this:

“60% of people admit to procrastinating regularly, even when they know it causes stress.”

There’s an attention-grabbing stat, followed by why it matters to the viewer. This works because the number is specific and the relevance is universal.

Look for the most striking data points in your articles and move them to the front. Your article may have buried it in paragraph seven, while your video leads with it.

Questions

Question hooks create tension. Once you pose a question, the mind wants an answer, and viewers have to keep watching to close that loop.

The question needs to be specific enough to promise an answer in 60 seconds but broad enough to matter to your audience.

“What’s the one thing successful people have in common?” works. “What are the 47 traits of successful people?” doesn’t work because viewers know they can’t get that answer in under a minute.

Direct Stake

Direct stake hooks can capture the attention of professional audiences.

“If your site uses Product markup, this affects your shopping visibility,” tells professionals whether this video applies to them. This respects their time because they don’t have to guess whether the content is relevant.

Vague promises like “this changes everything” underperform because they don’t commit to delivering anything specific.

Converting Articles To Scripts

Converting articles to short video scripts is all about extracting what’s most important. Start by reading your article and asking what the most surprising, useful, or consequential single fact is. That becomes your hook.

Often, the most compelling part of an article sits in paragraph three or four. Written content gives you time to build context in your opening, whereas video doesn’t.

You can simplify the extraction process by following the hook, hint, value, credibility, takeaway, action (HHVCTA) framework.

HHVCTA Framework

The HHVCTA framework maps article content to video structure. The hook at 0-2 seconds stops the scroll, and the hint at 2-5 seconds previews what viewers will learn.

Value delivery from 5-45 seconds delivers on the hook’s promise, with credibility woven throughout or concentrated in a key moment. The takeaway at 45-55 seconds lands the message, and the action in the final seconds directs viewers to next steps.

This prevents frontloading all value with nothing left for the final 15 seconds. It also prevents the opposite mistake of saving everything for the end, which viewers never reach because they swiped.

Download your article-to-video script checklist, a one-page reference for converting written content into short-form video scripts.

Avoid The Hook-Delivery Gap

A common underperforming pattern is the hook-delivery gap. The hook asks a question, the body pivots to related content without answering it, and viewers who stayed for an answer feel cheated.

After writing your body, reread the hook and check whether you actually answered the question. If your hook says “here’s why X happens” but your body covers effects without explaining causes, the script is a fail.

Maintaining Attention Through The Middle

The middle section is where most videos lose viewers. Incorporating pattern interrupts every 3-5 seconds can help maintain viewer engagement. Effective techniques include text overlays, B-roll, camera angle changes, and graphics.

Studies and case examples show captions lifting watch time. 3PlayMedia reports a 25% watch-time lift in one example, and Kapwing cites research suggesting more viewers watch the whole video when it has subtitles.

While sound is essential to the TikTok experience, captions are critical for viewers in “quiet mode” (commuting, in bed, at work) and for discoverability. Showing and saying information together boosts retention and gives platforms additional signals about your content.

SEO For Video Content

TikTok says it considers “video information” like captions, sounds, and hashtags, so captions, on-screen text, and spoken audio can help your video get understood and surfaced in recommendations and search features.

Video titles should include primary keywords while piquing curiosity, and descriptions expand on the titles with more keyword context.

Caption accuracy matters for search. Auto-generated captions contain errors that platforms can pick up as content signals, so a video about “SEO” with captions reading “CEO” may surface for wrong queries. Review and fix auto-captions before publishing.

Hashtags signal categories to algorithms. Use broad tags like #marketing to reach large audiences, and specific ones like #emailmarketing for direct relevance. Evergreen content benefits from evergreen hashtags that maintain visibility months after posting.

Batch Production For Scale

Content teams that produce video at scale typically batch their workflows. Creators like Thomas Frank and Ali Abdaal have documented their batch filming processes, and Gary Vaynerchuk’s “64 pieces of content in a day” model is built on recording pillar content and distributing clips afterward.

Creating one video from scratch each time burns hours on repetitive decisions. You can cut per-video time by 60-80% through batching.

Batching refers to scripting multiple videos in one session, filming them all together, editing in batches with consistent formats, and then scheduling across platforms.

A typical batch for four to eight videos breaks down like this. Scripting all at once using templates takes two to three hours. Filming all videos in one session with consistent setup takes three to four hours. Editing across several days takes six to eight hours total. Scheduling takes about an hour.

Per-video time drops to roughly 40 minutes. Without batching, individual videos typically take 150-180 minutes each. The savings come from eliminating setup and context-switching between sessions.

Measuring Results

Short-form video works as top-of-funnel for most content teams. A video with 100,000 views and zero conversions may matter less than one with 10,000 views and 500 email signups.

When results fall short, retention curves pinpoint the problem. Sub-60% retention at three seconds points to hook issues. Steady early retention with sharp mid-video drops suggests pacing problems. Late drops typically mean content ran long or delivered value without giving viewers a reason to stay.

Looking Ahead

The gap between written content and video content is smaller than most teams assume. The research already exists. The expertise already exists. The structure is the only new variable, and that structure fits on an index card.

Teams that struggle with video production usually aren’t struggling with production itself. They’re struggling with selection and compression. They try to convert articles that don’t fit the format, or they refuse to cut material that worked in text but dies on screen.

The 150-word constraint is a decision-making tool that cuts editing in half before you start. Pick one article from your archive that performed well and had a clear takeaway. Convert it to a script. Then record it, read the retention curve, and adjust as needed.

You can keep reading articles like this one, but doing the work and iterating on it will teach you more than I ever could.

Download your article-to-video script checklist, a one-page reference for converting written content into short-form video scripts.

More Resources:

Featured Image: Igor Link/Shutterstock

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Feb 2 2026
YouTube CEO Reveals Your Video Marketing Strategy For 2026 via @sejournal, @gregjarboe

Every January, YouTube’s CEO publishes a letter outlining where the platform is headed. In most years, these updates read like a product roadmap. Neal Mohan’s 2026 letter reads more like a strategic manifesto.

“YouTube is the epicenter of culture,” Mohan writes, arguing that creators are now “reinventing entertainment and building the media companies of the future,” while YouTube becomes the infrastructure powering that transformation.

For digital marketers, this matters because YouTube is no longer simply a distribution channel for video ads or brand content. It is simultaneously:

  • A global television network.
  • A creator marketplace.
  • A commerce platform.
  • A discovery engine powered by AI.

Each of these identities has direct implications for how SEOs, content marketers, social media managers, and executives should plan their video strategies in 2026 and beyond.

Mohan organizes YouTube’s priorities around four themes: reinventing entertainment, building the best place for kids and teens, powering the creator economy, and supercharging and safeguarding creativity. When examined through a marketing lens, these themes reveal a clear message: The future of video marketing is integrated, creator-led, commerce-enabled, and increasingly measurable.

Creators Are Now Studios – And Brands Must Think Like Co-Producers

Mohan states bluntly that the era of dismissing YouTube content as “UGC” is over. Many creators now operate like full-scale studios, purchasing production facilities, hiring teams, and developing episodic series that rival traditional television.

This is more than a branding exercise. It represents a structural shift in how entertainment is financed, produced, and distributed.

Historically, brands approached creators as distribution partners. A product placement, a sponsored segment, or a one-off integration was often sufficient. But when creators control their own intellectual property and audience relationships, that transactional model breaks down.

The more effective model is co-production.

In a co-production model, brands are involved from the very beginning in shaping content formats, creative development is approached as a collaborative process, and campaigns are designed to unfold across multiple episodes or even entire seasons rather than as one-off executions.

This approach aligns with my coverage of the rising performance of long-term creator partnerships compared to short-term influencer activations.

From a business standpoint, this also improves efficiency. Instead of briefing dozens of creators on the same campaign, brands can focus on a smaller number of deep partnerships that generate recurring assets usable across organic, paid, and owned channels.

Practical actions:

  • Identify creators whose content themes align with your product category and brand values.
  • Propose multi-video or episodic collaborations rather than single integrations.
  • Negotiate usage rights so creator content can be repurposed in paid media.

Why this helps you work smarter:

One strong partnership can outperform 10 shallow ones.

Shorts At 200 Billion Daily Views Has Redefined Discovery

Mohan revealed that YouTube Shorts now average 200 billion daily views and that YouTube plans to integrate additional formats, such as image posts, directly into the Shorts feed. This confirms what many marketers have already observed: Shorts are now YouTube’s primary discovery surface. But the strategic implication goes deeper.

Shorts are not just a short-form video product. They are evolving into a multi-format social feed that blends elements of TikTok, Instagram Reels, and traditional social posts. For marketers, this means Shorts should be treated as the front end of a larger content system.

A high-performing ecosystem works by guiding audiences through different layers of engagement: short-form content introduces an idea, long-form videos explore it in depth, community posts and livestreams sustain engagement, and paid ads are used strategically to amplify what’s already working.

My guidance on optimizing YouTube Shorts emphasizes hook-driven openings, concise storytelling, and native formatting. Mohan’s roadmap reinforces that these are not “nice to have” best practices; they are essential for visibility.

 Practical actions:

  • Build Shorts in clusters around a single topic.
  • Include subtle prompts directing viewers to long-form content.
  • Repurpose Shorts into vertical ads.

Why this helps you work smarter:

One long-form video can generate dozens of Shorts that extend its lifespan.

YouTube Is The New TV – Plan Accordingly

Mohan cites Nielsen data showing YouTube has been #1 in streaming watchtime in the U.S. for nearly three years. He also highlights YouTube TV innovations like customizable multiview and specialized subscription plans.

This reinforces a critical point: YouTube now dominates living-room viewing. For marketers, this collapses the old distinction between digital video and television.

If YouTube is increasingly functioning like television, production quality starts to matter again, long-form storytelling becomes a more viable format, and episodic content begins to make far more sense as a sustainable strategy.

This does not mean every brand needs a Netflix-style series. But it does mean brands should consider developing signature formats rather than only campaign-based videos.

Examples of this approach include monthly shows hosted by subject-matter experts, structured series focused on product education, and documentary-style content that showcases real customer success stories.

YouTube ads increasingly resemble connected TV buys, making YouTube an essential component of omnichannel planning.

 Practical actions:

  • Develop at least one recurring video series.
  • Test YouTube Select or CTV placements.
  • Optimize thumbnails and titles for large-screen browsing.

Why this helps you work smarter:

A consistent series builds audience equity over time.

YouTube’s Commerce Push Turns Video Into A Direct Revenue Channel

Mohan’s emphasis on YouTube Shopping and frictionless in-app purchases signals a major evolution: YouTube is becoming a transactional platform. Historically, video excelled at awareness and consideration. Conversions often happened elsewhere. That model is changing.

With in-app purchasing, attribution becomes clearer, funnels shorten and return on investment (ROI) improves.

For performance marketers, this means YouTube deserves a seat alongside search and social in lower-funnel planning.

I previously covered YouTube’s shoppable ad formats and best practices for measuring performance-driven video campaigns.

 Practical actions:

  • Integrate product feeds with YouTube.
  • Tag videos with product links.
  • Use retargeting to reach viewers who watched product-related content.

 Why this helps you work smarter:

Video can now drive measurable revenue, not just brand lift.

AI Will Multiply Output – But Strategy Will Separate Winners

Mohan notes that over 1 million channels use YouTube’s AI creation tools daily and that new capabilities will allow creators to generate Shorts using their own likeness and experiment with music and games. At the same time, YouTube is actively combating low-quality “AI slop.”

This dual message is important: AI is welcome, but quality is non-negotiable. For marketers, AI should be treated as an accelerator, not a replacement for thinking.

AI excels at handling many of the executional tasks in content creation, such as drafting scripts, generating multiple variations, translating content into different languages, and automating captions at scale.

Humans, however, continue to lead where deeper judgment and creativity are required, understanding audiences, crafting compelling narratives, and defining a clear, authentic brand voice.

It’s widely reported that AI-generated content without differentiation struggles to perform in search.

 Practical actions:

  • Use AI for ideation and first drafts.
  • Apply human editorial oversight.
  • Maintain clear brand voice guidelines.

 Why this helps you work smarter:

AI reduces production time so you can focus on strategy.

Measurement Is Shifting Toward Business Impact

Mohan’s focus on diversified monetization signals YouTube’s broader emphasis on outcomes. For marketers, this means moving beyond surface-level metrics.

Rather than defaulting to surface-level questions like “How many views did we get?”, it’s more useful to ask whether watch time increased, brand lift improved, and conversions actually rose.

I’ve previously outlined frameworks for measuring video ROI that connect engagement to revenue.

 Practical actions:

  • Track watch time and retention.
  • Use brand lift studies.
  • Attribute conversions where possible.

 Why this helps you work smarter:

You optimize based on results, not vanity metrics.

The Strategic Bottom Line

Neal Mohan’s 2026 roadmap reveals that YouTube is evolving into a unified ecosystem where creators, commerce, AI, and entertainment converge. For digital marketers, the opportunity is not to chase every new feature. It is to design integrated systems that:

  • Use Shorts for discovery.
  • Use long form for depth.
  • Use creators for trust.
  • Use paid media for scale.
  • Use commerce integrations for conversion.

The marketers who succeed in 2026 will not be the ones who produce the most videos. They will be the ones who build the smartest video ecosystems.

More Resources:

Featured Image: hmorena/Shutterstock

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Jan 21 2026
YouTube CEO Announces AI Creation Tools, In-App Shopping For 2026 via @sejournal, @MattGSouthern

YouTube CEO Neal Mohan announced the company’s priorities in his annual letter, previewing new AI creation tools, expanded shopping features, and format changes to Shorts.

AI Creation Tools

YouTube is adding three AI creation features this year. Creators will be able to make Shorts using their own likeness, produce games from text prompts through the experimental Playables program, and experiment with music creation tools.

More than 1 million channels used YouTube’s AI creation tools daily in December, according to the letter. The company also reported 20 million users learned about content through its Ask tool in December, and 6 million daily viewers watched at least 10 minutes of autodubbed content.

Mohan sees these tools as creative aids rather than replacements.

“Throughout this evolution, AI will remain a tool for expression, not a replacement,” he wrote.

YouTube also addressed concerns about AI-generated content quality, saying it’s building on spam and clickbait detection systems to reduce what Mohan called “AI slop.”

Shopping Expands With In-App Checkout

YouTube is pushing further into commerce with in-app checkout, letting viewers purchase products without leaving the site.

More than 500,000 creators are already in YouTube Shopping. Mohan cited creator Vineet Malhotra, who drove “millions of dollars in YouTube Shopping GMV in 2025.”

I covered YouTube’s commerce push back in September when the company announced AI-powered product tagging and automatic timestamps for shopping videos. In-app checkout is the next step, aiming to reduce the friction of sending viewers to external sites.

Brand partnership tools are expanding too. Shorts creators will be able to add links to brand sites for sponsored content, and a new feature lets creators swap out branded segments after publishing to turn back catalogs into recurring revenue.

Shorts Gets Image Posts

Image posts are coming to the Shorts feed this year. Shorts now averages 200 billion daily views, according to Mohan.

The addition brings YouTube closer to Instagram’s format, mixing static images with video in the same feed.

Parental Controls

Parental control updates announced last week let parents set time limits on Shorts scrolling for kids and teens, including setting the timer to zero. YouTube calls this an “industry first.”

How 2025 Promises Played Out

I covered Mohan’s 2025 letter when he announced TV had surpassed mobile as the primary viewing device in the U.S. That letter made similar commitments. Some shipped, others are still pending.

Auto dubbing, which he promised to expand to all YouTube Partner Program creators, rolled out. The 2026 letter says 6 million daily viewers now watch at least 10 minutes of autodubbed content. AI tools for video ideas, titles, and thumbnails launched through the Inspiration Tab last year.

YouTube TV’s multiview improvements are still coming. The 2025 letter promised enhancements; the 2026 letter says “fully customizable multiview” arrives soon. The specialized YouTube TV plans Mohan announced this year are new.

The likeness-based Shorts creation, text-to-game features, in-app checkout, and image posts in Shorts are all new to the 2026 roadmap.

Why This Matters

YouTube keeps building tools that hold users and transactions inside its ecosystem. AI creation features give creators more production options. In-app checkout gives YouTube more control over the commerce layer.

The $100 billion YouTube says it paid creators over the past four years shows the scale of its creator economy. These updates aim to keep that system growing.

Looking Ahead

Most features don’t have specific launch dates. Mohan used “this year” and “soon” throughout the letter.

Parental control updates are rolling out now. Creators in YouTube Shopping should watch for checkout integration, and those using AI tools can expect expanded options throughout 2026.

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Jan 14 2026
YouTube Expands Monetization For Some Controversial Issues via @sejournal, @MattGSouthern

YouTube is updating its Advertiser-friendly content guidelines to allow more videos about certain “controversial issues” to earn full ad revenue, as long as the content is non-graphic and presented in a dramatized or discussion-based context.

The change was outlined in a Creator Insider video and is reflected in YouTube’s Help Center policy language.

What’s Changing

YouTube is loosening monetization restrictions for videos focused on controversial issues that advertisers may define as sensitive, including abortion, self-harm, suicide, and domestic and sexual abuse, when the content is “dramatized or discussed in a non-graphic manner.”

YouTube’s Help Center update describes the change, stating that content focused on “Controversial issues” is now eligible to earn ad revenue when it’s non-graphic and dramatized, and that this replaces a previous policy that limited monetization regardless of graphicness or whether content was fictional.

The current “Controversial issues” policy section also explicitly includes “non-graphic but descriptive or dramatized content” related to domestic abuse, self-harm, suicide, adult sexual abuse, abortion, and sexual harassment under the category that “can earn ad revenue.”

How YouTube Defines “Controversial Issues”

YouTube defines “Controversial issues” as topics associated with trauma or abuse, and notes the policy may apply even if the content is purely commentary.

The Help Center list includes child abuse, adult sexual abuse, sexual harassment, self-harm, suicide, eating disorders, domestic abuse, and abortion.

It also distinguishes between content that is “focal” versus “fleeting.” A passing reference is not considered a focus, whereas a sustained segment or a full-video discussion is.

Why This Matters

This update can change whether videos qualify for full ad revenue.

YouTube is drawing a clearer line between non-graphic dramatization or discussion (more likely to be eligible) and content that includes graphic depictions or very explicit detail (still likely to be restricted).

As with past advertiser-friendly updates, real-world outcomes can depend on how a specific upload is categorized during review, including signals from the video itself plus title and thumbnail.

Looking Ahead

It’s unknown whether previously limited videos will be re-reviewed automatically, or only on appeal.

Regardless, you shouldn’t wait for YouTube to do the work. Now is a great time to submit an appeal if your videos were affected by YouTube’s controversial issues policy.

Featured Image: Reyanaska/Shutterstock

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Dec 24 2025
Top 10 Emotionally-Engaging Holiday Ads Of 2025 (With A Bonus One) via @sejournal, @gregjarboe

Every December, brands battle for something far more valuable than views: emotional resonance. And according to new data from DAIVID, 2025 may be one of the strongest holiday seasons yet for emotionally engaging advertising across North America.

This year shows an acceleration of trends I’ve long argued shape effective holiday storytelling: nostalgia, warmth, joy, and authentic human narratives. These insights echo themes from my other articles on nostalgia marketing, John Lewis, and the full spectrum of 39 emotions that digital marketers can use to deepen engagement.

Let’s break down the list and analyze what each ad teaches us about crafting emotionally resonant creative.

1. Disney, Best Christmas Ever

Directed by Oscar winner Taika Waititi, Disney’s spot leads the 2025 list with a commanding emotional profile: It got 169% more adoration, 149% more nostalgia, 125% more warmth, and 115% more joy than the average U.S. ad.

The story, a young girl’s doodle magically comes to life after Santa mistakes it for a Christmas wish, pulls on the intersection of childhood imagination and holiday wonder.

This kind of warm, universal narrative aligns with what I’ve previously identified in nostalgia-driven campaigns, including the emotional DNA found in John Lewis’s best Christmas ads. Disney proves once again that if you can trigger both memory and magic, audiences respond.

Strategic takeaway: Emotional universality beats demographic targeting. A timeless story, well told, surpasses segmentation.

Score:  58.2% of viewers likely to feel intense positive emotions.

2. Chevrolet, Memory Lane

Chevrolet continues its tradition of leaning into family history, shared rituals, and Americana. “Memory Lane” is a deeply human piece, evoking the kind of reflective nostalgia that has long powered the auto industry’s strongest holiday ads.

This year’s showing demonstrates something I discussed in “Emotions Digital Marketers Can Use in Advertising”: nostalgia isn’t a single emotion. It’s a bundle (longing, warmth, appreciation, bittersweetness) all working together.

Strategic takeaway: When your product has a long lifecycle, storytelling should reference the past to add emotional depth to the present.

Score:  57.5% of viewers likely to feel intense positive emotions.

3. Subaru Support Charities Like Make-A-Wish When You Get A New Subaru

Subaru leans into purpose marketing, reinforcing its “Share the Love” identity. Charity-driven campaigns often rank high on DAIVID’s emotional indices, but Subaru’s strength is its consistency. The ad doesn’t feel opportunistic; it builds on years of brand equity in social good. 

Strategic takeaway: Authenticity is measurable. Audiences can detect whether a brand’s social message aligns with its long-term behavior.

Score:  56.5% of viewers likely to feel intense positive emotions.

4. Publix, Merry Birthday From Publix

Publix has mastered the art of “quiet emotional power.” Its ads rarely rely on spectacle. Instead, they focus on family dynamics, cultural rituals, and everyday moments that feel lived in.

The 2025 entry blends two celebrations (Christmas and a birthday) into a single heartfelt narrative.

Strategic takeaway: Small stories often outperform big concepts. Audiences crave relatability as much as creativity.

Score:  55.6% of viewers likely to feel intense positive emotions.

5. Lego, Is It Play You’re Looking For?

Lego continues to position imagination as its emotional currency. The ad combines fantasy sequences with grounded holiday moments, appealing to both children and nostalgic adults, a dual audience Lego has long excelled at engaging.

This reflects a key insight from my analysis of holiday campaigns in 2024: brands that empower the audience, rather than simply entertain them, create deeper emotional bonds.

Strategic takeaway: Invite viewers into the story. Ads that celebrate creativity encourage emotional participation.

Score:  55% of viewers likely to feel intense positive emotions.

6. Real Canadian Superstore, Bringing The Magic Of The Holidays With The Moose

This ad stands out because it doubles typical U.S. ad levels for warmth and gratitude, two emotions that consistently predict brand affinity.

A whimsical moose may sound silly, but DAIVID’s data tells a bigger story: high-performing retail ads use metaphor and magic to elevate everyday shopping messages.

Strategic takeaway: Unexpected characters can deliver familiar feelings if they serve a strong emotional narrative.

Score:  54.4% of viewers likely to feel intense positive emotions.

7. Teleflora, The Boy And The Bot

One of the most interesting entries, Teleflora’s film blends technology with humanity. A boy befriends a robot, only to discover the emotional meaning behind giving, and receiving, flowers.

For a category traditionally rooted in romance or sympathy, Teleflora’s pivot to holiday sci-fi is bold.

Strategic takeaway: Emotional relevance can come from genre-bending storytelling, when the payoff still ties back to the brand’s purpose.

Score:  54.2% of viewers likely to feel intense positive emotions.

8. Gap, Give Your Gift

Gap has been rediscovering its brand voice in recent years, and this year’s holiday ad continues the trend. Music, movement, and human connection anchor the campaign, familiar territory for Gap, but executed with contemporary warmth.

Strategic takeaway: Legacy brands can win big by refreshing, not reinventing, their core emotional themes.

Score:  53.7% of viewers likely to feel intense positive emotions.

9. Walmart, WhoKnewVille

Walmart goes whimsical with a fictional holiday town and an ensemble cast. While the ad leans more comedic and fantastical than emotional heavyweights like Disney, it still ranks high for joy and warmth.

Strategic takeaway: Joy is an underrated emotional driver. When executed well, it performs nearly as strongly as nostalgia or empathy.

Score:  53.5% of viewers likely to feel intense positive emotions.

10a. Crayola, Blue Christmas (Tie)

Crayola continues to position creativity as emotional healing. “Blue Christmas” plays with color metaphor to tell a story of sadness lifted by artistic expression, a message that resonates with both kids and parents.

Strategic takeaway: Emotional arcs matter. Audiences respond strongly when ads move from negative to positive feelings.

Score:  53.4% of viewers likely to feel intense positive emotions.

10b. Uber, An Uber Holiday Story (Tie)

Uber’s holiday narrative focuses on connection, highlighting moments when rides bring people home, or help people show up for one another. It’s a subtle but effective adaptation of holiday storytelling to the gig economy.

Uber’s presence in the top 10 reinforces what Barney Worfolk-Smith, Chief Growth Officer at DAIVID, said: “The mood of holiday advertising shifts slightly each year, but this festive season we’re seeing an even stronger push toward storytelling over functional messaging. One thing remains constant, though: to win the hearts, minds, and crucially, the wallets of consumers, brands need the emotional lift that only great storytelling can deliver. Those emotional peaks are what ultimately drive real business outcomes.”

Strategic takeaway: Service brands can achieve deep emotional impact when they focus on the human moments they enable, not the service itself.

Score:  53.4% of viewers likely to feel intense positive emotions.

Final Thoughts: The Return Of Big-Hearted Holiday Storytelling

The 2025 rankings reinforce one overarching truth: Emotion, not budget, not celebrities, not media spend, is what drives holiday advertising effectiveness.

  • Disney won because it told the strongest story.
  • Chevrolet and Subaru succeeded because they tapped deep cultural values.
  • Publix and Lego connected through relatability and imagination.
  • Teleflora and Crayola proved that inventive storytelling still wins.

As we enter the final stretch of the holiday season, this year’s ranking offers one more important lesson:

Even in an AI-driven media landscape, human emotion remains the ultimate competitive advantage.

If you want your campaigns to break through the noise, holiday or otherwise, start with emotion, build with authenticity, and let story be your strategy.

Methodology

DAIVID evaluated 176 holiday campaigns, ranking them by the percentage of viewers predicted to feel intense positive emotions. They use a hybrid approach to compile this data. Combining computer vision, audio analysis, facial coding, eye tracking, and tens of millions of human responses to predict emotional impact and brand lift.

For marketers, this matters because:

  1. Emotion is the single most reliable predictor of effectiveness.
  2. AI now makes emotional testing scalable, rather than relying solely on expensive panels.
  3. The 39 emotions DAIVID tracks align closely with modern behavioral science.

Data source: DAIVID’s AI-powered Creative Data API

More Resources:

Featured Image: Roman Samborskyi/Shutterstock

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Dec 22 2025
Do Faces Help YouTube Thumbnails? Here’s What The Data Says via @sejournal, @MattGSouthern

A claim about YouTube thumbnails is getting attention on X: that showing your face is “probably killing your views,” and that removing yourself will make click-through rates jump.

Nate Curtiss, Head of Content at 1of10 Media, pushed back, calling that kind of advice too absolute and pointing to a dataset that suggests the answer is more situational.

The dispute matters because thumbnail advice often gets reduced to rules. YouTube’s own product signals suggest the platform is trying to reward what keeps viewers watching, not whatever earns the fastest click.

Where The “Remove Your Face” Claim Comes From

In a recent post, vidIQ suggested that unless you’re already well-known, people click for ideas rather than creators, and that removing your face from thumbnails can raise CTR.

Curtiss responded by calling the claim unsupported, and linked to highlights from a long-form report based on a sample of high-performing YouTube videos.

The debate is one side arguing faces distract from the idea, while the other argues faces can help or hurt depending on what you publish and who you publish for.

What The Data Says About Faces In Thumbnails

The report Curtiss linked to describes a dataset of more than 300,000 “viral” YouTube videos from 2025, spanning tens of thousands of channels. It defines “outlier” performance using an “Outlier Score,” calculated as a high-performing video’s views relative to the channel’s median views.

On faces specifically, the report’s top finding is that thumbnails with faces and thumbnails without faces perform similarly, even though faces appear on a large share of videos in the sample.

The differences show up when the report breaks down the data:

  • In its channel-size breakdown, it finds that adding a face only helped channels above a certain subscriber threshold, and even then the lift was modest.
  • In its niche segmentation, it finds that some categories performed better with faces while others performed worse. Finance is listed among the niches that performed better with faces, while Business is listed among the niches that performed worse.
  • It also reports that thumbnails featuring multiple faces performed best compared to single-face thumbnails.

What YouTube Says About Faces In Thumbnails

Even if a thumbnail change increases CTR, YouTube’s own tooling suggests the algorithm is optimizing for what happens after the click.

In a YouTube blog post, Creator Liaison Rene Ritchie explains that the thumbnail testing tool runs until one variant achieves a higher percentage of watch time.

He also explains why results are returned as watch time rather than separate CTR and retention metrics, describing watch time as incorporating both the click and the ability to keep viewers watching.

Ritchie writes:

“Thumbnail Test & Compare returns watch time rather than separate metrics on click-through rate (CTR) and retention (AVP), because watch time includes both! You have to click to watch and you have to retain to build up time. If you over-index on CTR, it could become click-bait, which could tank retention, and hurt performance. This way, the tool helps build good habits — thumbnails that make a promise and videos that deliver on it!”

This helps explain why CTR-based thumbnail advice can be incomplete. A thumbnail that boosts clicks but leads to shorter viewing may not win in YouTube’s testing tool.

YouTube is leaning into A/B testing as a workflow inside Studio. In a separate YouTube blog post about new Studio features, YouTube describes how you can test and compare up to three titles and thumbnails per video.

The “Who” Matters: Subscribers vs. Strangers

YouTube’s Help Center suggests thinking about audience segments, such as new, casual, and regular viewers. Then adapt your content strategy for each group rather than treat all viewers the same.

YouTube suggests thinking about who you’re trying to reach. Content aimed at subscribers can lean on familiar cues, while content aimed at casual viewers may need more universally readable actions or emotions.

That aligns with the report’s finding that faces helped larger channels more than smaller ones, which could reflect stronger audience familiarity.

What This Means

The practical takeaway is not to “put your face in every thumbnail” or “go faceless.”

The data suggests faces are common and, on average, not dramatically different from no-face thumbnails. The interesting part is the segmentation: some topics appear to benefit from faces more than others, and multiple faces may generate more interest than a single reaction shot.

YouTube’s testing design keeps pulling the conversation back to viewer outcomes. Clicks matter, but so does whether the thumbnail matches the video and earns watch time once someone lands.

YouTube’s product team describes this as “Packaging,” which is a concept that treats the title, thumbnail, and the first 30 seconds of the video as a single unit.

On mobile, where videos often auto-play, the face in the thumbnail should naturally transition into the video’s intro. If the emotional cue in the thumbnail doesn’t match the opening of the video, it can hurt early retention.

Looking Ahead

This debate keeps resurfacing because creators want simple rules, and YouTube performance rarely works that way.

The debate overlooks an important point that top creators like MrBeast emphasize. It’s more about how you show your face than whether you show it at all.

MrBeast previously mentioned that changing how he appears in thumbnails, like switching to closed-mouth expressions, increased watch time in his tests.

The 1of10 data supports the idea that faces in thumbnails aren’t a blanket rule. Results can vary by topic, format, and audience expectations.

A better way to look at it is fit. Faces can help signal trust, identity, or emotion, but they can also compete with the subject of the video depending on what you publish.

With YouTube adding more testing to Studio, you may get better results by validating thumbnail decisions against watch-time outcomes instead of relying on one-size-fits-all advice.

Featured Image: T. Schneider/Shutterstock

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Dec 9 2025
YouTube AI Enforcement Questioned As Channels Get Restored via @sejournal, @MattGSouthern

YouTube creators are raising concerns about the platform’s AI-driven moderation system. Multiple accounts describe sudden channel terminations for “spam, deceptive practices and scams,” followed by rapid appeal rejections with templated responses.

In some cases, channels have been restored only after the creator generated attention on X or Reddit. YouTube’s message to creators states the company has “not identified any widespread issues” with channel terminations and says only “a small percentage” of enforcement actions are reversed.

There’s a gap between YouTube’s position and creator experiences that’s driving a debate.

What Creators Are Reporting

The pattern appearing across X and Reddit threads follows a similar sequence.

Channels receive termination notices citing “spam, deceptive practices and scams.” Appeals get rejected within hours, sometimes minutes, with generic language. When channels are restored, creators say they receive no explanation of what triggered the ban or how to prevent future issues.

One documented case comes from YouTube creator “Chase Car,” who runs an EV news channel. In a detailed post on r/YouTubeCreators, they describe a sequence where their channel was demonetized by an automated system, cleared by a human reviewer, then terminated months later for spam.

The creator says they escalated the case to an EU-certified dispute body under the Digital Services Act. According to their account, the decision found the termination “was not rightful.” As of their most recent update, YouTube had not acted on the ruling.

Channels Restored After Public Attention

A subset of terminated channels have been reinstated after their cases gained visibility on social media.

Film analysis channel Final Verdict shared a thread documenting a sudden spam-related termination and later reinstatement after posts on X gained traction.

True crime channel The Dark Archive had their channel removed and later restored after tagging TeamYouTube publicly.

Streamer ProkoTV said their channel was restricted from live streaming after a spam warning. TeamYouTube later acknowledged an error and restored access.

These reversals confirm that some enforcement actions are incorrect by YouTube’s own standards. They also suggest that escalation on X can function as a parallel appeal route.

YouTube Acknowledges Some Errors

In a few cases, YouTube or its representatives have publicly admitted mistakes.

Dexerto reported on a creator whose 100,000-plus subscriber channel was banned over a comment they wrote on a different account at age 13. YouTube eventually apologized, telling the creator the ban “was a mistake on our end.”

Tech YouTuber Enderman, with 350,000 subscribers, said an automated system shut down their channel after linking it to an unrelated banned account. Dexerto highlighted the case after it spread on X.

YouTube’s Official Position

YouTube frames its enforcement differently than creators describe.

The company’s spam, deceptive practices, and scams policy explains why it takes action on fraud, impersonation, fake engagement, and misleading metadata. The policy notes that YouTube may act at the channel level if an account exists “primarily” to violate rules.

In a FAQ post, YouTube says the “vast majority” of terminations are upheld on appeal. The company says it’s “confident” in its processes while acknowledging “a handful” of incorrect terminations that were later reversed.

YouTube also offers a “Second Chances” pilot program that allows some creators to start new channels if they meet specific criteria and were terminated more than a year ago. The program doesn’t restore lost videos or subscribers.

YouTube’s CEO recently indicated the company plans to expand AI moderation tools. In an interview with Time, he said YouTube will proceed with expanded AI enforcement despite creator concerns.

Why This Matters

If you rely on YouTube as a core channel, these accounts raise practical concerns. A channel termination removes your entire presence, including subscribers and revenue potential. When appeals feel automated, you have limited visibility into what triggered the enforcement.

The Chase Car timeline shows an AI system can overturn a positive human verdict months later. Creators without large followings may have fewer options for escalation if formal appeals fail.

Looking Ahead

The EU’s Digital Services Act gives European users access to certified dispute bodies for moderation decisions. The Chase Car case could test how platforms respond to unfavorable rulings under that system.

YouTube says its appeals process is the correct channel for enforcement disputes. The company has not announced changes to its moderation approach in response to creator complaints.

Monitor YouTube’s official help community for any updates to appeal procedures or policy clarifications.

Featured Image: T. Schneider/Shutterstock

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Dec 5 2025
YouTube Shorts Algorithm May Now Favor Fresh Over Evergreen via @sejournal, @MattGSouthern

YouTube appears to have changed how it recommends Shorts, according to analysts who work with some of the platform’s largest channels. The shift reportedly began in mid-September and deprioritizes videos older than roughly 30 days, favoring more recent uploads.

Mario Joos, a retention strategist who works with MrBeast, Stokes Twins, and Alan’s Universe, first identified the pattern after weeks of trying to explain a broad dip in performance across his clients. Dot Esports reports that Joos analyzed data across channels with 100 million to one billion monthly views and found a consistent drop in impressions for older Shorts.

What The Data Shows

Joos says YouTube has “changed the short-form content algorithm for the worse.” His analysis identified a threshold around 28-30 days. Shorts older than that window now receive far fewer impressions than they did before mid-September.

The pattern wasn’t immediately obvious in channel-wide analytics because newer content masked the decline. Only after filtering specifically for Shorts posted before the 30-day cutoff did the picture become clear.

Joos posted a graph detailing the drop-off for seven major Shorts channels, though he withheld their names for client sensitivity. Every chart showed the same moment: around September, older Shorts’ view counts dropped sharply and stayed far lower than before.

He described the change as “the flattening.” In his view, YouTube is pushing creators toward high-volume uploads at the expense of quality. Joos says he understands this approach from a corporate standpoint as a competitive response to TikTok, but warns it disproportionately affects creators who depend on their Shorts income.

Joos is explicit about his uncertainty. He calls this “a carefully constructed working theory and not a confirmed fact.” Some commenters on his analysis note they have not experienced similar drops on their channels. Others corroborate his findings.

Creators Confirm The Pattern

Tim Chesney, a creator with two billion lifetime views across his channels, confirmed the pattern on X. He wrote:

“Can confirm this is true. 2B views on this chart, and in September all of the evergreen videos simply tanked. I think pushing fresh content makes sense, but when you think about it, it makes investing into your content and spending time improving it, irrelevant.”

Chesney argues that the shift pushes creators to “produce more instead of better.” He warned that if the trend continues, YouTube will become a “trash bin” of low-effort content similar to what he sees on TikTok.

This echoes concerns from earlier in the year. In August, multiple creators documented synchronized view drops that appeared related to separate platform modifications. Gaming channel Bellular News documented precipitous declines in desktop viewership starting August 13, though that change appeared related to how YouTube counted views from browsers with ad-blocking software.

The September Shorts shift appears to be a distinct change affecting the recommendation algorithm rather than view counting methodology.

The Evergreen Value Proposition

For years, the case for video content has rested on compounding value. Unlike trend-dependent posts that fade quickly, evergreen videos continue generating views and revenue long after publication. One production investment pays off across months or years.

This model has been central to how creators and businesses justify video investment. A tutorial published today should still attract viewers next year. A how-to guide should compound views as search demand persists.

A recency-focused algorithm undermines that math. If older Shorts stop generating impressions after 30 days, the value equation changes. Creators would need to publish continuously to maintain visibility, shifting resources from quality to quantity.

The economics become punishing. Instead of building a library that works while you sleep, creators face a treadmill where last month’s content stops contributing. Revenue becomes dependent on constant production rather than accumulated assets.

The Broader Context

The reported Shorts change follows a familiar pattern for anyone who has watched Google Search evolve. Freshness signals have long played a role in ranking, sometimes appearing to override comprehensive, well-researched content.

For SEO professionals, this matters beyond YouTube. Video strategy has often been pitched as a hedge against organic search volatility. As AI Overviews and zero-click results reduce traffic from traditional search, YouTube has represented an alternative channel with different dynamics.

If YouTube is applying similar freshness-over-quality logic, that changes the risk calculus. Practitioners evaluating where to invest their content resources may find the same frustrations emerging across both platforms.

This also reflects a broader pattern in how Google communicates with creators. YouTube’s Creator Liaison position exists to bridge the gap between platform and creators, but analysts and creators consistently report limited transparency about algorithm changes. The company rarely confirms or explains modifications until long after creators have identified them through their own data analysis.

Why This Matters

The value proposition of evergreen Shorts depends on long-tail performance. A shift toward recency-based ranking would require higher publishing frequency to maintain the same visibility.

Practitioners frustrated with Google Search volatility may find similar dynamics emerging on YouTube. The promise of a stable alternative channel looks less reliable if algorithm changes can abruptly devalue your content library.

This also affects how you advise clients considering video investment. The traditional pitch of “build once, earn forever” requires qualification if evergreen content has an effective shelf life of 30 days.

What To Do Now

If you publish Shorts, check your analytics for view declines on content older than 30 days. Compare September 2025 performance against earlier months. Look specifically at videos that previously showed steady long-tail performance.

The pattern Joos identified spans channels of very different sizes and categories. That breadth suggests a platform-level change rather than isolated performance issues. Whether YouTube acknowledges it or not, the data these analysts are reporting points to a shift worth monitoring closely.

Looking Ahead

YouTube hasn’t confirmed any changes to Shorts ranking. Without official documentation, these remain analyst observations and creator reports.

During Google’s Q3 earnings call, Philipp Schindler noted that recommendation systems are “driving robust watch time growth” and that Gemini models are enabling “further discovery improvement.” The company didn’t specify how these improvements affect content distribution or whether recency now plays a larger role in recommendations.

Featured Image: Mijansk786/Shutterstock

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Dec 4 2025
YouTube Title A/B Testing Rolls Out Globally To Creators via @sejournal, @MattGSouthern

YouTube is rolling out title A/B testing globally to all creators with access to advanced features, expanding the testing capability beyond the select group that had early access.

The announcement came via the platform’s Creator Insider channel, clarifying how the feature works and addressing common questions from creators.

Title A/B testing joins thumbnail testing in YouTube’s “Test and Compare” tool. You can test up to three titles, three thumbnails, or combinations of both on a single video.

How Title A/B Testing Works

The A/B testing tool compares performance across experiment variations over a set period of up to two weeks.

After testing concludes, YouTube notifies creators of the results. If there’s a clear winner, that option becomes the default shown to all viewers. If all options performed similarly, the first combination becomes the default.

You can override the automatic selection at any time through the metadata editor or YouTube analytics page.

Why YouTube Uses Watch Time Over CTR

YouTube optimizes test results based on watch time rather than click-through rate.

In the Creator Insider video, the company explained:

“We want to ensure that your A/B test experiment gets the highest viewer engagement, so we’re optimizing for overall watch time over other metrics like CTR. We believe that this metric will best inform our creators content strategy decisions and support their chances of success.”

Understanding Test Results

YouTube tests deliver one of three possible outcomes.

“Winner” means one version outperformed others at driving watch time per impression. YouTube believes this version will lead to better performance.

“Performed the same” indicates all options earned similar shares of watch time. While small differences may appear, they aren’t statistically meaningful. You can choose whichever option you prefer.

“Inconclusive” can occur when no clear performance difference exists between options, or when the video doesn’t generate enough impressions for a reliable comparison. Higher view counts increase the likelihood of a decisive result.

Screenshot from: YouTube.com/CreatorInsider, December 2025.

Impression Distribution & Viewer Experience

YouTube distributes impressions as evenly as possible across test variations, though identical distribution isn’t guaranteed.

During active tests, viewers consistently see the same title-thumbnail combination across their home feed, watch page, and other YouTube surfaces. This prevents confusion from seeing different versions of the same video.

YouTube addressed a common concern about tests making previously-watched videos appear new. The company notes that watch history and the red progress bar on thumbnails remain the reliable indicators of what you’ve already watched.

Why This Matters

Title testing gives you data to inform creative decisions. Combined with thumbnail testing, you can now optimize both elements that influence whether viewers click on your videos.

The watch time metric means successful titles attract viewers who actually engage with your content, not just those who click and leave.

Looking Ahead

Title A/B testing requires access to YouTube’s advanced features, which you can enable through account verification. The feature works on long-form videos and is currently desktop-only.

YouTube first announced title A/B testing alongside thumbnail testing at Made on YouTube in September.

Featured Image: FotoField/Shutterstock

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Dec 2 2025
YouTube Launches First Annual Recap Feature For All Users via @sejournal, @MattGSouthern

YouTube launched its first annual Recap feature, providing users with a personalized summary of their viewing activity throughout the year.

The feature is available starting today for users in North America and will roll out globally throughout the week, according to the YouTube Blog.

What’s New

YouTube Recap is accessible from the homepage or under the “You” tab on mobile and desktop. The feature generates up to 12 cards based on watch history, displaying top channels, interests, and viewing patterns over the year.

The cards also assign users a personality type based on viewing habits. Types include Adventurer, Skill Builder, Creative Spirit, Sunshiner, Wonder Seeker, Connector, Philosopher, and Dreamer.

YouTube said the most common personality types were Sunshiner, Wonder Seeker, and Connector. Philosopher and Dreamer were the rarest.

Users who listened to music through the platform will see Top Artists and Top Songs cards within their Recap. Additional music data, including genres, podcasts, and international listening, is available in the YouTube Music app.

YouTube said it conducted nine rounds of feedback testing and evaluated more than 50 concepts before finalizing the feature. In an accompanying video, YouTube representatives said the team used Gemini to analyze watch history patterns, which enabled them to create a structured recap from YouTube’s unstructured video library.

Why This Matters

YouTube Recap gives the platform a year-end engagement feature comparable to Spotify Wrapped.

For creators, the feature surfaces which channels appear in users’ top viewing lists. People can save and share their Recap cards, which could boost channels’ social media visibility during the holiday period.

Looking Ahead

Users in North America can access their Recap starting today. Those outside North America should see the feature become available throughout the week.

For more details, see the video below:

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