Picking the Best Video to Link on an End Screen

The short answer

The best video to link is the one a viewer is most likely to watch after this specific upload. That is usually a close cousin of the current topic, not your newest or most popular video.

Fit wins. A related video with modest views will beat a blockbuster that has nothing to do with what the person just watched.

Match the promise, not the date

The title and topic of the current video set an expectation. Choose a linked video that continues that expectation instead of switching lanes. If someone just watched a beginner tutorial, send them to the next step, not to your advanced hot take from last year.

Freshness matters less than you think. A two-year-old video can still be the perfect next step if it answers the question your viewer now has.

Three tests before you commit

First, ask whether the same person who finished this video would want that one. Second, check that the linked video opens strong, because a weak first minute wastes the click you just earned. Third, make sure the thumbnail reads clearly at small size, since it will appear tiny on the end screen.

If a candidate fails any test, keep looking. There is no prize for filling the slot fast.

Fit beats freshness. A related video will out pull a blockbuster that has nothing to do with the one just watched.

Point to a series when you have one

A playlist element lets you hand over a whole theme rather than a single clip. When your channel is built around connected topics, this keeps viewers inside a lane for several sessions in a row.

Use a single video link when you want to guide one exact next step. Use a playlist when you trust the viewer to wander a little.

Key takeaways

• Pick the video a viewer wants next, not the one you want to promote.
• Match the topic of the current video instead of chasing recency.
• Screen candidates for a strong opening and a readable thumbnail.
• Lean on playlists when your topics form a natural series.