20:37How This Small City Tripled Its Cycling In Just 11 Years
Save referenceScale & Specificity
Urbanists hear lots of vague promises about getting people cycling. 4% to 13% is a real, measurable jump, and the busy bike lane shows ordinary people on ordinary bikes. The title says 'This Small City' without naming it, so you want to know where.
'Small City' makes it relatable, since most places aren't Amsterdam, and 'Just 11 Years' frames a long time as quick for a change this big.
The yellow box with the two percentages reads instantly, and cyclists in everyday coats and backpacks show commuters, not sport riders, so the change feels ordinary.
When you cover a real change with measurable results, put the before and after numbers in the thumbnail and a photo of the change happening behind them. Keep the place or person unnamed in the title.
Show the before and after number over the change itself.
Apply this pattern to your next video.
Bring the reference into a packaging brief, then decide what your title and thumbnail should each communicate.