15:26Why London’s Broken Airport Is IMPOSSIBLE to Fix
Save referenceCuriosity Gap
Heathrow is one of the busiest airports in the world, so 'Is Dying' doesn't fit what you know about it. The title adds that it's broken and 'IMPOSSIBLE to Fix', but never says why. That missing reason is what you click for.
The title leaves the name to the thumbnail and says broken, which frustrated UK flyers already believe, while 'Why' and IMPOSSIBLE promise a real cause rather than a moan.
The yellow outline cuts Heathrow out of the dark city around it, so its runways fill the frame, and 'Is Dying' goes a step further than the title's 'broken'.
When something your audience sees as a success is actually in trouble, name it in the thumbnail with a blunt verdict. Keep the title on why it can't be fixed, and hold the reason back for the video.
Pair a blunt verdict on something famous with a hidden why.
Apply this pattern to your next video.
Bring the reference into a packaging brief, then decide what your title and thumbnail should each communicate.