How to Use YouTube End Screens To Grow Your Business

If you're looking for a way to build your online business using YouTube, it’s essential to understand how end screens can help. Many people focus only on gaining subscribers and increasing views for ad revenue, but there’s also a powerful strategy for those who want to drive real business results from their channel.

In this video, I guide you through using end screens effectively to encourage viewers to take meaningful actions, such as visiting your website or joining your email list. I’ll show you exactly how I set up my end screens and make the most of each video’s final moments to foster deeper engagement and long-term business growth.

Key Takeaways

• Properly placed end screens encourage viewers to take action beyond the video.
• Strategic setup can help grow your channel and support business goals.
• Using the right features maximizes both engagement and channel metrics.

Understanding YouTube End Screens

What Are End Screens

End screens appear in the last 20 seconds of any YouTube video. I can add elements such as a video, playlist, subscribe button, channel, or a website link, depending on my channel's status.

Types of elements available:

• Video: Direct viewers to a specific video, latest upload, or what YouTube judges as best for the viewer.
• Playlist: Encourage binge-watching and increase watch time.
• Subscribe: Offer a clear call-to-action for viewers to subscribe.
• Channel: Highlight or cross-promote other YouTube channels.
• External Link: (Only for channels in the Partner Program) Direct viewers to an external website or opt-in page.

I can choose how long each element appears within those final 20 seconds. For example, I might set a subscribe button to appear for the whole duration, or have a video pop up just in the last 10 seconds.

Purpose Beyond Video Closure

Many people see end screens just as a way to close out a video. My approach is different. I see them as an invitation to take a next step, whether that’s subscribing, watching more, or visiting my website for an offer.

If my priority is to grow subscribers and qualify for YouTube’s Partner Program, my end screen strategy focuses on subscribe buttons and relevant playlists or videos. If I’m already in the Partner Program and want to build my business, adding a link to an opt-in page becomes essential.

Key goals for my end screens:

• Offer the next logical action for my viewers.
• Use the opportunity to promote targeted offers or content.
• Drive engagement beyond YouTube, when eligible, such as building my email list.

Tip: Choosing "Best for viewer" lets YouTube decide which video to recommend based on individual viewer behavior, maximizing the chance they’ll continue watching.

Whether it’s about growing a channel or building a business, carefully planned end screens help me lead viewers where I want them to go.

Setting Up End Screens Strategically

Accessing YouTube Studio

I head into my YouTube Studio and select the video I want to edit. After choosing the video, I look for the "End screens" option, typically found along the right-hand rail. Clicking this opens up the editor where I manage all end screen elements.

A template option is available, but I can add elements manually from the top left if I need to customize things further.

Identifying the Last 20 Seconds

YouTube allows end screen elements for the last 20 seconds of any video. I don't have to use the full 20 seconds—sometimes just the last 10 or even 5 seconds are effective, depending on my strategy.

The timeline shows a hashed area where elements can be placed. I can adjust exactly when each element appears within those 20 seconds for better impact.

Quick tips:

• Use the full 20 seconds for subscribe buttons if growing subscribers is your priority.
• Display video recommendations for the full 20 seconds to encourage binge viewing.

Adding End Screen Elements

I add elements such as:

• Video — either a specific video, most recent upload, or “Best for viewer” (my usual choice).
• Playlist — for encouraging users to binge watch and boost watch time.
• Subscribe Button — essential for reaching partner program requirements.
• Link to Website — only available if I’m part of the YouTube Partner Program.

Here's a summary of element options:

I position these elements strategically within the hashed area to avoid overlapping with other on-screen graphics. When hovered, the subscribe button displays an outline prompting viewers to subscribe. I keep my setup simple: a subscribe button and a video—letting YouTube choose the "best for viewer" option for seamless next steps.

If my main aim is driving traffic to an opt-in page, I place my website link as the key end screen element, provided I’m eligible. Otherwise, my focus remains on subscribe buttons and video recommendations to meet partner program thresholds.

Optimizing End Screens for Business Growth

Directing Viewers to Offers

I use YouTube end screens as an opportunity to offer viewers a clear next step beyond the video. Instead of simply closing out, I leverage those final 20 seconds to point viewers toward relevant offers. For example:

• Add a video element: Show a specific video or playlist that aligns with the viewer’s interests.
• Highlight the next step: Use an overlay template to feature a direct offer, download, or training.

The call to action stays relevant to the video topic, which increases the chance of engagement and conversion.

Encouraging Website Visits

When I want viewers to visit my website, I use the end screen link option—available if I’m part of the YouTube Partner Program. This feature allows me to send viewers directly from a video to a specific landing page or home page. I position my graphics and calls to action so they're visible in the last 10–20 seconds.

Tips:

• Use clear graphics or buttons to direct clicks.
• Place website links where viewers’ attention is highest.
• Adjust duration (5, 10, or 20 seconds) to test what works best.

I make sure these links are relevant to what the viewer just watched, increasing the chance they’ll want to take the next step and visit my website.

Using Opt-In Pages

Opt-in pages are a key element in my end screen strategy for business growth. When my goal is to build an email list, I include a link to an opt-in page in the end screen elements. This could offer a free guide, checklist, or any valuable resource in exchange for an email address.

Key End Screen Setup:

• Add a “link” element to your opt-in page (requires YouTube Partner Program).
• Make the offer clear and specific to the content just viewed.
• Avoid clutter; focus the viewer’s attention on a single, compelling action.

By driving viewers to opt-in pages, I capture leads and grow my email list directly from YouTube, turning viewers into potential customers.

Maximizing Channel Metrics with End Screens

Boosting Subscriber Counts

Adding a subscribe button to end screens is one of the first steps I take. I usually position it within the designated area and make it visible for the full 20 seconds or for a shorter duration, depending on the video’s layout.

If my main goal is to gain subscribers and reach the YouTube Partner Program threshold, I often make the subscribe button the most prominent element. The hover card makes it even easier—when viewers mouse over, it clearly prompts them to click and subscribe. Tip: Consistently including the subscribe button on end screens can accelerate the journey to 1,000 subscribers.

Increasing Watch Time

To increase watch time, I add a recommended video or playlist on the end screen. YouTube lets me choose between Best for Viewer, Most Recent Upload, or a Specific Video.

I usually keep it simple by selecting Best for Viewer, allowing YouTube to decide which video to recommend based on the viewer’s history. This helps encourage viewers to watch more videos, signaling to YouTube that my audience is engaging and binge-watching my content.

Promoting Relevant Playlists and Videos

If I want to guide viewers into watching more related content, I use a playlist alongside the subscribe button. This is especially effective when the playlist is tightly connected to the topic of the current video.

It’s easy to add a playlist element and decide where and how long it appears during the last 20 seconds. I sometimes shrink or move elements within the allowed space to avoid overlap with other on-screen graphics. The combination of playlist and subscribe options gives viewers a clear and simple choice to either keep watching or subscribe for more content.

Leveraging YouTube Partner Program Features

Eligibility Requirements

To unlock advanced features for end screens, such as adding external links, I need to be part of the YouTube Partner Program. The requirements include achieving 4,000 watch hours and 1,000 subscribers on my channel. Until I meet these milestones, my options for end screen elements are limited to things like videos, playlists, and subscribe buttons.

Adding External Links

Once I'm in the Partner Program, I can add an external link element to my end screens. This is especially useful if I want to direct viewers to an opt-in page or a site relevant to my business.
Here’s a summary of what I can add when eligible:

The external link must be relevant, ensuring it offers viewers real value and aligns with my channel’s content.

Cross-Promoting Channels

I also have the option to cross-promote other channels using the channel element on my end screen.

• To do this, I simply add the channel element and select the YouTube channel I want to promote.
• This is useful if I manage multiple channels or want to collaborate with other creators.
• Placement is flexible, but I need to keep it within YouTube’s designated end screen area.

By using these features, I make the most of what YouTube offers for business growth and collaboration.

Best Practices for Effective End Screens

Element Placement Tips

I always pay attention to where I position end screen elements. For example, the right-hand rail is the dedicated area for end screens, and YouTube gives a hashed area to help decide placement. The subscribe button, video, or playlist cannot extend outside these boundaries.

Tips for placement:

• Group elements logically, like placing the subscribe button at the top left.
• Avoid covering key on-screen visuals.
• Make use of the hover card outline to preview what viewers see.

Element sizes can be slightly adjusted but keep within YouTube's limits.

Choosing Duration and Timing

YouTube allows up to the last 20 seconds for end screens, but I don’t always use the full duration for every element. Sometimes, I show certain elements like the subscribe button for the entire 20 seconds, while another element—like a recommended video—might only appear in the last 10 seconds.

Approaches to timing:

• Full 20 seconds: Use for the most important action, like subscribing.
• Staggered entry: Let a video or playlist appear after a few seconds for a layered effect.
• Short windows: Place all elements in the last 5–10 seconds for a quick call-to-action.

Mixing up the timing based on the video’s flow keeps the end screen engaging and effective.

Aligning End Screens with Goals

My strategy changes based on my channel goals. If I want to grow subscribers and get into the YouTube Partner Program, I make the subscribe button a priority and focus on keeping viewers on my channel by suggesting more videos or playlists.

If my goal is to build my business and email list, I use end screens to direct viewers to my opt-in page or a specific offer. The key is matching each element with what I want viewers to do next.

• For growing subscribers:
• Add subscribe button and related video.
• Suggest playlists for binge-watching.
• For growing an email list or external goals:
• Add a clear link to an opt-in or offer.
• Make sure viewers know what to expect when clicking.
• Keep it simple:
• Avoid clutter. Use only 2-3 key elements.

I always align my end screen layout and calls-to-action with the next step I want my audience to take.