Every day, we encounter small, still images on the internet and instinctively know that they are a preview of a digital file. These small images are called thumbnails.
Often, this is video content we’re interacting with; for instance, every YouTube video has a still image that serves as a preview on a search results page. But thumbnails can appear all over. They appear in Google Shopping results, in category pages on ecommerce sites, in digital photo albums, and many other contexts.
Here’s an overview of internet thumbnails, with tips on the best way to make and upload a custom thumbnail for a video or other online content.
What is a thumbnail?
A thumbnail is a small, clickable, digital image that serves as a visual preview for internet content. Thumbnails are most closely associated with video platforms like YouTube, where they hint at the substance of a longer video. However, you can encounter thumbnails on virtually every website or app where visual content is displayed, including image search results and ecommerce product listings.
The term thumbnail comes from the concept that the small image is roughly the size of a real human thumbnail. In reality, a thumbnail image will vary in size based on the device you’re using. For example, a video thumbnail in a browser window on a 16-inch laptop will appear larger than a video thumbnail on a smartphone app.
Why are thumbnails important?
Thumbnails can play a critical role in the success of your digital content. This is particularly true for online videos hosted on YouTube and other platforms. Here are some compelling reasons to create thumbnails for your content:
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They can improve video search rankings. Google reports that 90% of the top-performing videos on YouTube have custom video thumbnails. This means they get more views and thus preferential treatment from YouTube’s search algorithm.
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You can optimize thumbnails for even better performance. Optimizing thumbnails based on audience engagement data can boost click-through rates, which leads to more views for your content.
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Many platforms create thumbnails automatically. YouTube and other video platforms consider thumbnails to be an essential part of search results. They offer AI tools to suggest multiple image options, or you can upload your own.
Technical specifications for YouTube thumbnails
YouTube publishes specifications for the proper thumbnail size, resolution, aspect ratio, and other technical considerations. A good thumbnail will check all the boxes, so make sure to comply with these standards:
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Resolution. The ideal resolution for a YouTube thumbnail is 1280 pixels wide by 720 pixels tall. YouTube can handle a minimum width of 640 pixels, but stick to the recommended size to ensure the best results.
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Aspect ratio. Thumbnails should have a 16:9 aspect ratio, which is the standard widescreen format used in YouTube players and previews.
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Image formats. YouTube can accept images in the following file formats: JPG (or JPEG), PNG, GIF, and BMP. Note that while a GIF file works, you cannot upload animated GIFs as YouTube thumbnails.
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File size. The maximum allowable file size for a YouTube thumbnail is two megabytes. If your image exceeds this limit, you will be prompted to upload a smaller version.
While YouTube has no rules governing image quality, your thumbnail will look best when your original image is as high resolution as possible, provided that it doesn’t exceed two megabytes. This is particularly applicable when you want legible text as part of your thumbnail.
Tips for creating attention-grabbing thumbnails
- Choose an image that accurately represents your content
- Work from full-size images
- Overlay text strategically
- Leverage image editing tools
- Consider including people’s faces
- Maintain your brand identity
Whether you’re building a YouTube channel or previewing merchandise on your website, a well-crafted thumbnail can be the deciding factor in whether users click to learn more. Thumbnails provide the crucial first impression for your content—much like a cover does for a book or a profile picture does for a social media account. Here are some best practices to help your thumbnails stand out and attract more viewers:
Choose an image that accurately represents your content
Before diving into design, do a quick thumbnail sketch—a rough layout of what you want to include. This gives you a visual reference to guide where your text, branding, and subject will go in the full digital image.
The most important thing is to create an image that will accurately represent your content, whether that’s a web video, a full-sized image, or an ecommerce product. If the thumbnail is for a video, it should align with the video’s title.
Work from full-size images
Choose a compelling full-size image that stays sharp even when shrunk down to thumbnail size. Blurry or pixelated thumbnails look unprofessional and deter users; using larger images prevents this issue. Try to avoid a visually busy image with too much going on. When you shrink busy, action-packed images, they can appear cluttered to viewers in thumbnail form.
Overlay text strategically
Given that cluttered images can confuse or even deter viewers, it’s best to be frugal with your use of text. If you do opt for text, keep it short and use a simple font so that it still cuts through when shrunk to a thumbnail. Be sure the text contrasts well with the background image so it’s legible on any type of device.
Leverage image editing tools
Apps like Canva, Adobe Express, or Snappa make it easy to create professional thumbnails without design experience. These image editing tools let you add effects, insert logos, and overlay text.
Consider including people’s faces
Some content marketing experts have suggested that adding a face to a thumbnail can boost click-through rates. If it makes sense to include a face in your thumbnail, you may benefit from trying this strategy. For example, if your ecommerce site has a thumbnail of someone gleefully reacting to your product, more people may be tempted to click on it.
Maintain your brand identity
To maintain your brand identity, deploy your brand colors, logo, and tone consistently. This helps users instantly recognize your content, whether they find it on web pages, in search engines, or on YouTube results pages.
Examples of effective thumbnails
Not sure what an effective thumbnail looks like? Check out these YouTube thumbnails for inspiration:
Shopify Masters
The Shopify Masters series features consistent branding, including logo, color scheme, and font. This YouTube thumbnail incorporates all of those elements. It also contains a pithy, intriguing premise spelled out in large, easy-to-read font. Last, but not least, it includes a person’s face, potentially boosting a user’s motivation to click.
Luxy Hair
This Luxy Hair thumbnail features clear, easy-to-read text and the image of a person’s face. Both of these elements can inspire people to click on the link to learn more. Even better, the image and text clearly align with what the video promises: how to put your hair in the perfect low bun.
James Hoffman
This thumbnail has more going on—it features five espresso machines on a countertop, plus large text—yet it isn’t visually overwhelming. More importantly, the image sets accurate expectations for what the video will offer: reviews of espresso machines.
What is a thumbnail FAQ
What’s the reason for a thumbnail?
A thumbnail exists to provide a preview of internet content. Thumbnails are most commonly associated with web videos, but they’re also used to preview podcasts, ecommerce product listings, and larger image files
How do I make a thumbnail image?
To make a thumbnail image, upload an image from your computer or smartphone to a platform that automatically creates thumbnails, such as YouTube. It’s important to adhere to published guidelines for thumbnails, including proper file size, image size, and aspect ratio.
What is a good thumbnail?
A good thumbnail will have clean visuals, a high image resolution, and easy-to-read text. Many thumbnail creators strategically include human faces in thumbnails, as studies have shown that this can increase a link’s click-through rate.
