Apple's Hearing Loss Epidemic is Closer Than You Think
6.8% CTR 346,403 views
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7.6% CTR 190,498 views
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// CTR Case Study
One
swap.
11%
CTR.
The Apple Hearing Loss video launched with a high-contrast editorial thumbnail, bold typography, split composition, dark palette. Considered and deliberate. It produced a 2.4% CTR.
Within 45 minutes, watching the CTR live curve flatline, the thumbnail was replaced. Same video, same title. The new thumbnail led with a close-up face, a pointing arrow, and a warning on a phone screen. The CTR jumped to over 11%.
The lesson wasn't that craft doesn't matter. It's that for this video, at this moment, the emotional directness of a face outweighed the conceptual weight of the editorial design.
// The Swap
Editorial version, 2.4% CTR
Apple's Hearing Loss Epidemic is Closer Than You Think
Face version, 11%+ CTR
Apple's Hearing Loss Epidemic is Closer Than You Think
"The editorial version was the better design. The face version was the better thumbnail."
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FEAR
knows what
job it's doing.
I don't believe any single visual language is correct. I believe every brief has a context, and the designer's job is to read it and then commit fully to whatever that context demands. The work in this portfolio spans editorial, algorithmic, cinematic and conversational registers because the briefs did. That range isn't restlessness. It's the point.
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