TikTok has introduced a new feature enabling creators to upload custom thumbnail images for their videos. 

The update, spotted by social media expert Matt Navarra, allows users to select a specific frame from their video or upload an entirely custom image as the thumbnail.

“Previously, you could only use a still from your video,” Navarra noted. “Now, you can upload custom covers or engaging images. The option is available in-app AND desktop.”

This development aligns TikTok with competitors like Instagram Reels, which already offers custom thumbnail editing. YouTube is also developing a similar feature for its Shorts format.

The custom thumbnail option is integrated into TikTok’s upload flow, potentially enhancing video visibility in search results and creator profiles. While most TikTok content is discovered through the main feed, custom thumbnails could impact discoverability in other app areas.

The feature is particularly beneficial for educational content, tutorials, and other formats where an explanatory image better represents the video’s content than a single frame.

The practices of top creators highlight the importance of thumbnails in video content strategy. 

According to VentureVideos, “90% of top-performing YouTube videos flaunt custom thumbnails​.”

YouTube personality MrBeast reportedly invests heavily in thumbnail creation, spending an average of $10,000 per thumbnail and creating up to 20 variations for each upload.

TikTok has not yet provided additional details about the rollout of this feature.