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How to Create YouTube End Screens That Get More Clicks

Build a YouTube end screen in Studio with relevant destinations, clear calls to action, careful placement, and the right Analytics report to assess clicks.
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You create a YouTube end screen in YouTube Studio’s Editor: open the video, choose Editor, select End screen, add relevant elements, set their timing and placement, preview, and save. YouTube allows an end screen during the final 5–20 seconds of a video that is at least 25 seconds long. Relevant destinations and a clear call to action give viewers a useful next step, but YouTube publishes no guaranteed click lift or universal click-rate benchmark.

Choose the next step before adding elements

Decide what you want an interested viewer to do after this video. The best destination depends on the subject and the viewer’s likely next question—not on a universal ranking of element types. YouTube’s guidance is to “Feature elements that are relevant to the video.”

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Viewer’s next action End-screen element to consider How to make the choice clear
Continue with a closely related topic Video Call out the specific question or next step the video answers.
Explore a sequence or more videos on one subject Playlist Explain what the playlist covers and why it follows this video.
Follow the channel Subscription Give a concise reason to subscribe, such as the kind of videos viewers can expect.
Discover another channel Channel Name the channel and explain its relevance to the current topic.
Visit a website External link, if eligible State what the viewer will find there. External website elements are limited to eligible YouTube Partner Program participants.

YouTube documents these element options but does not establish that one type always earns more clicks. Choose a destination that genuinely continues the viewer’s interest, then make the call to action specific to that destination.

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Check that the video and viewing context support an end screen

  • The video must be at least 25 seconds long. You can place the end screen in the final 5–20 seconds.
  • A standard 16:9 video can have up to four elements. YouTube says the limit may be lower for other aspect ratios.
  • End screens are unavailable on videos set as Made for Kids. They also are not shown in YouTube Music or YouTube Kids apps, Flash videos, 360 videos, or mobile web; YouTube notes an iPad mobile-web exception.
  • Viewers can hide end screens. YouTube may also change whether or how an end screen appears based on the viewer, device, context, and performance.

Because end-screen elements can overlap with other interactive features, reserve uncluttered visual space in the video’s ending. Leave enough time for the viewer to understand the call to action and choose an element.

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Add and arrange the end screen in YouTube Studio

  1. Open the video: in YouTube Studio, select Content, then open the video you want to edit.
  2. Open the end-screen editor: select Editor, then select End screen.
  3. Add elements: add a video, playlist, subscription, channel, or—if eligible—an external link. Alternatively, apply a template and customize its elements.
  4. Choose destinations: select the particular video or playlist where relevant, and add any other elements that serve the intended next action. Avoid giving competing, unexplained choices.
  5. Set timing: elements appear together by default, but you can adjust their timing individually within the end-screen period.
  6. Set placement: drag each element in the preview. Use the grid and snap options to help position elements without obscuring important content.
  7. Preview and save: check that the elements are visible, the call to action matches the selected destination, and the ending has enough space. Save your changes.

YouTube recommends leaving enough time and space for end-screen elements and encouraging clicks with calls to action. If you use a custom image, YouTube recommends an image at least 300 × 300 pixels. A separate graphic-design app is optional: Studio can arrange the elements for you.

Design an ending that earns an informed click

Connect the destination to the video

Choose a closely related video when it answers a natural follow-up question. Use a playlist when watching more than one video in sequence is useful. For instance, after an introductory tutorial, point to the next lesson or a playlist that takes viewers through the remaining steps.

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Make the call to action concrete

Tell viewers what to do and what they will get: name the next topic, playlist, or channel rather than relying on a vague “click here.” The on-screen or spoken prompt should match the element it points to.

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Keep the ending legible

Leave visual space where elements will appear and avoid placing important text or details behind them. Give viewers a moment to notice the options; do not assume every viewer will see the full end screen, since viewers can hide it and display can vary by context.

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Use custom imagery only when it helps

If a custom image makes the destination or call to action easier to understand, YouTube’s recommended minimum is 300 × 300 pixels. Otherwise, the built-in Studio layout is enough to create an end screen.

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Measure end-screen clicks and make careful adjustments

  1. Open the video in YouTube Studio and select its Analytics.
  2. Open Engagement and inspect End screen element click rate. YouTube describes this report as showing how often viewers clicked each end-screen element.
  3. Review the individual elements to see which attracts clicks, then compare videos or time periods that are meaningfully similar.
  4. Change one relevant choice—such as the destination or call to action—and observe the report over an appropriate period before drawing a conclusion.

Do not confuse end-screen element click rate with thumbnail impression click-through rate (CTR). Thumbnail impression CTR measures clicks relative to eligible thumbnail impressions; it is a different metric, and YouTube says it varies by content, audience, and where an impression appeared. YouTube provides no universal end-screen click benchmark or controlled effect size for a particular layout, so small differences should be interpreted cautiously.

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At channel level, YouTube Analytics also includes reports for top end-screen element types and top videos by end screen. These reports can help identify patterns in your own channel, but do not establish that the same element will perform best for every audience or topic.

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Troubleshoot an end screen that is missing or underperforming

Symptom Likely reason What to check or do
The end screen option is unavailable or does not appear in the video The video is shorter than 25 seconds, is set as Made for Kids, or the viewing context does not support end screens. Check the video’s duration and audience setting, and verify in a supported YouTube viewing context. End screens are not shown in YouTube Music or YouTube Kids apps, Flash videos, 360 videos, or mobile web except for the iPad mobile-web exception.
The end screen appears differently for different viewers YouTube may vary display based on viewer behavior, device, context, or performance; viewers can hide end screens. Preview the saved end screen in Studio, but do not assume every viewer will see an identical display.
An element is hard to see or covers important content Its position or the video’s ending does not leave enough visual space. Reposition it in the Studio preview using the grid or snap options, or revise the ending to reserve clear space.
Viewers see the options but few click The destination may not be an obvious continuation, or the call to action may not explain its value. Check the element-level report, choose a more relevant next step, and make the prompt specific. There is no published universal click rate that determines success.
Analytics navigation looks different YouTube began gradually rolling out an updated Studio experience in July 2026, so the interface can vary. Look for the video’s Analytics and Engagement reports in your Studio interface; labels or navigation may differ during the rollout.

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