While the ELM Score applies a published academic model, the Clickability Index is a proprietary thumbiq metric: six dimensions that capture why a thumbnail creates the urgency to click. It doesn't replace the ELM Score — it complements it. An asset can be technically solid and still not trigger the click, or the other way around.
The intensity and opposition of emotions within the frame.
The thumbnail leaves an open question that only the video can answer.
Something unexpected, unusual or out of context that stops the scroll.
Visible copy that triggers curiosity without revealing the outcome.
A figure the target audience identifies instantly.
Whether the thumbnail and the title tell the same story, reinforce each other or contradict each other.
Some dimensions are read differently depending on the asset's format: a product thumbnail, an editorial one or a scene-based one is evaluated with the criterion that fits it.
The ELM Score measures the technical side and the Clickability Index the editorial side. They are read together, but neither changes the other.