Have you noticed that Mr. Beast has changed all of his thumbnails?

For years Mr. Beast has been known for his shocked expression in all of his videos, but recently he’s changed this and updated every thumbnail to a version where his mouth is closed.

So, why did Mr. Beast suddenly do this? Well, according to this post, he ran tests across multiple videos to see if closing his mouth would have an impact on how many people clicked to watch his videos…. and it did!

He tweeted “I closed my mouth on all my thumbnails and the watch time went up on every video”

Now that he can actually A/B Test his thumbnails, he doesn’t have to guess and has said he would have shut his mouth years ago if he had this tool.

The most likely explanation for this is that people want to see authentic expressions that seem real and grounded, and not over the top, exaggerated, all of the time.

Do you prefer this new style or do you think the shocked expression was better?

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