Packaging: the title, the cover frame, and who is responsible for them
Title and thumbnail decide whether a finished video gets opened. What to fix first, in what order, and which service tier owns that work.
Short answer
Packaging is everything wrapped around the video that decides whether anyone opens it: the cover frame or thumbnail, the title, and the caption. Fix a thumbnail in this order, readability at small size, one clear subject, contrast against the surrounding feed, then curiosity, because most weak ones fail the first test and were designed on a large screen. Write the title to state something specific enough to feel real and incomplete enough to need the video, and pair it with the image so the two carry different halves of one idea instead of repeating each other. Whether that work is yours or your agency's is a tier decision, and it is worth being explicit about which.
A good edit behind a bad cover frame is an unwatched video, and it is the most expensive mistake in short form because the production cost is already sunk. Thumbnails get the attention because they are visual and enjoyable to argue about. Titles get written in the last ninety seconds before upload, and they are the other half of the same click. VALORAE Media treats packaging as delivery rather than a favour, which is why the tier you buy decides who writes the title and not only who cuts the file. If you are paying someone to edit and then writing your own covers and titles at midnight, you have bought the cheap half of the job.