Key Topics Covered In This Article:
What a YouTube pinned comment CTA is and what it does
How pinned-comment clicks scale with total video views
Realistic click-through ranges (low-intent vs high-intent videos)
The biggest drivers of clicks (in-video “pinned below,” specificity, one-link focus)
Highest-converting pinned comment types (resource, lead magnet, qualify, playlist, offer)
Proven pinned comment templates you can copy/paste
If you can only optimize one CTA on YouTube, optimize your pinned comment.
Why? Because it’s the one CTA that (1) doesn’t interrupt watch time, (2) sits exactly where motivated viewers naturally look, and (3) can act like a “mini landing page” inside the video experience.
This article is only about pinned comments: what they do, how many people click them, what affects click rate, and which pinned-comment styles convert best.
What a pinned comment actually does (mechanically)
A pinned comment is a comment you choose to “pin” to the top of the comments section. On most videos, it becomes:
The first comment people see when they open comments
A sticky CTA that stays there long after upload
A conversion bridge that can send viewers to:
another video / playlist (keeps session time high)
your site / shop / booking form (off-platform conversion)
a lead magnet (email capture)
a product, template, or affiliate link
Importantly: it converts without “pulling” the viewer out of the video during the main viewing moment. Many viewers open comments after they’ve gotten value or when they’re ready to act—meaning the pinned comment often captures the highest-intent portion of your audience.
The core metric: “Pinned Comment Click Rate”
The number you care about is:
Pinned Comment CTR (click-through rate) = pinned comment link clicks / total video views
YouTube does not give a clean “pinned comment link clicks” report inside Studio by default like it does for end screens. So you usually measure pinned comment performance using:
UTM-tagged links (best)
a dedicated short link (Bitly, Rebrandly, etc.)
separate landing page URL only used in pinned comments
That gives you hard numbers: clicks per video and conversion rate after the click.
What’s a “normal” number of clicks from a pinned comment?
It depends massively on niche, video intent, and how well you write the pinned comment. But here’s how to think about it in realistic ranges.
Let’s assume a video gets:
1,000 views
10,000 views
100,000 views
Now the pinned comment gets clicked by a portion of those viewers. That portion is driven by two multipliers:
Comments open rate (how many people even open comments)
Pinned comment CTR once in comments (how compelling your pinned comment is)
You can’t perfectly observe (1), but you can influence it with a “soft comment CTA” like:
“I pinned the checklist below.”
Typical real-world outcomes (directionally useful)
For a general education video with a well-written pinned comment:
0.2%–1.5% of total views will click the pinned comment link
For high buyer-intent videos (tutorials, fix-it, “best ___ for ___”, pricing, comparisons):
1%–4% of total views clicking the pinned comment is achievable
For low-intent entertainment content:
0.05%–0.3% is more common unless the pinned comment offers something extremely relevant.
Concrete examples
If the video gets 10,000 views:
0.2% clicks = 20 clicks
1.0% clicks = 100 clicks
3.0% clicks = 300 clicks
If the video gets 100,000 views:
0.2% clicks = 200 clicks
1.0% clicks = 1,000 clicks
3.0% clicks = 3,000 clicks
That’s why pinned comments are so valuable: even “small” CTRs become meaningful at scale, and you can keep improving the comment over time as the video keeps collecting views.
What the pinned comment is “really” doing for you
A good pinned comment functions like a micro-funnel:
Viewer watches and becomes convinced
Viewer opens comments to validate, see discussion, or find resources
Viewer sees pinned comment first
Viewer clicks to:
get a checklist / kit list / link
book a call / request quote
buy a product
watch the next related video
A pinned comment is a conversion capture point for the “ready now” segment—without forcing the rest of the audience to leave the video.
The highest-converting pinned comment types (ranked)
Below are the pinned comment formats that tend to convert best, from highest to lower, assuming the video content supports them.
1) “Instant Resource” Pinned Comment (Highest CTR + highest trust)
This is the king: a resource that directly matches the video.
Examples:
“Here’s the exact checklist I mentioned…”
“Here’s the parts list / kit list for this repair…”
“Here’s the template / calculator used in this video…”
Why it converts: it’s not a sales pitch. It’s a helpful completion of the video.
Structure:
1 sentence: what it is
1 sentence: why it matters / what problem it prevents
link
optional: “comment ‘X’ if you want help choosing”
Example:
✅ Free Marine Maintenance Checklist (exact order I use): [link]
Saves you from missing the “small stuff” that causes big breakdowns.
2) “Two-Step” Pinned Comment (High CTR + high downstream conversion)
Instead of “buy,” it offers a free or low-friction step first.
Examples:
Download checklist → then upsell on thank-you page
Grab kit list → then show product bundle options
Why it converts: reduces the psychological cost of clicking.
Example:
Want the exact kit list for your engine model? Start here: [link]
(Takes 30 seconds — you’ll know exactly what to order.)
3) “Viewer Qualification” Pinned Comment (Great for services + B2B)
This converts best when your audience has multiple variants (engine models, boat types, budgets).
Example:
If you’re running a Yamaha 300 / Mercury 250 / Volvo Penta D4, use this chart to match the correct parts: [link]
Not sure? Reply with your model + year and I’ll point you to the right set.
Why it converts: it feels personalized; it starts a conversation and boosts engagement.
4) “Next Video / Playlist” Pinned Comment (Best for growth + long-term conversions)
If your goal is channel growth or to warm viewers before selling, send them deeper into your content.
Example:
Watch next (so you don’t make the #1 mistake): [playlist link]
Start with Video #2 if your engine is doing XYZ.
Why it converts: viewers stay on YouTube, which helps distribution, which increases all conversions.
5) “Offer / Promo” Pinned Comment (Can convert, but easy to do wrong)
This can work—especially on buyer-intent videos—but only if it matches the content and is specific.
Bad:
“Buy my course here.”
Better:
“If you want me to build your content engine, here’s the exact package breakdown: [link]”
Why it often underperforms: it feels like an ad unless you’ve already delivered proof.
The pinned comment formats that convert the worst
These usually produce low clicks and low trust:
“Link in bio”-style vagueness (“Check this out”)
Multiple links with no priority (“My website / IG / course / merch”)
No reason given (“Here’s the link”)
Hard sell with no tie to the video topic
What increases pinned comment click rate the most
1) A “comment-open trigger” inside the video
You don’t have to beg—just reference the pinned resource naturally:
“I pinned the exact checklist below.”
“The parts list is pinned.”
“I pinned the templates I’m using.”
This alone can double pinned comment clicks because it increases the number of viewers who open comments.
2) Specificity in the pinned comment
Specific beats generic every time:
“Free 1-page checklist” beats “free guide”
“Exact kit list for XYZ model” beats “product link”
“Booking form (2 minutes)” beats “contact me”
3) One link, one job
Give the pinned comment a single mission. If you want multiple actions, sequence them:
Primary link first
Secondary instruction second (reply with model, etc.)
4) Time-to-value
If the click leads to friction, conversion drops. The best pinned comment destinations load fast, look clean on mobile, and immediately deliver what the comment promised.
How pinned comment clicks scale with views (simple model)
Use this quick math to forecast traffic:
Estimated clicks = Views × Pinned Comment CTR
Where CTR is often:
0.2% (weak / generic / low-intent video)
1.0% (solid pinned comment + relevant video)
3.0% (high-intent tutorial + strong resource)
Example:
25,000 views × 1.0% = 250 clicks
25,000 views × 3.0% = 750 clicks
Then your true business result depends on the landing page conversion rate after the click.
The best pinned comment templates (high conversion)
Template A: Instant Resource
✅ [Resource name] (exactly what I use): [link]
Saves you from [painful mistake].
Template B: Two-Step Lead Magnet
Want the exact kit list/checklist for this? Start here: [link]
Takes 30 seconds — then you’ll know the right parts.
Template C: Qualify + Engage (service)
If you want help picking the right setup, use this form: [link]
Or reply with engine model + year and I’ll point you to the right option.
Template D: Keep Session + Warm
Watch next (important follow-up): [playlist link]
Start with Video #__ if you’re dealing with [symptom].
Bottom line
A pinned comment is the cleanest, least intrusive way to convert on YouTube because it lives exactly where high-intent viewers go after they’ve watched enough to care. If you combine:
a quick in-video mention (“pinned below”),
a specific, single-purpose pinned comment,
and a fast, relevant destination,
you’ll usually see a meaningful lift in clicks and conversions—without sacrificing retention.
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