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Why YouTube Creators Say “Like and Subscribe”

The phrase asks viewers to like a video and subscribe to its channel. YouTube recommends prompts, but available evidence does not prove these exact words increase engagement.

By ThatPainter Team 2 min read
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“Like and subscribe” is a request for two different actions: like the video to register approval, and subscribe to follow the channel. Creators use the phrase as a direct call to action; YouTube itself recommends asking viewers to subscribe and encouraging likes and subscriptions in video descriptions and banners.

What “like and subscribe” asks you to do

A like applies to the video. A subscription applies to the creator’s channel, making it easier to follow that creator’s uploads. The phrase bundles the two requests into a familiar bit of creator shorthand, though viewers can choose either action—or neither.

Why creators make the request

The practical purpose is to invite viewers to engage with a video and keep up with a channel. YouTube’s Promote your videos guidance explicitly suggests asking viewers to subscribe and encouraging likes and subscriptions in descriptions and banners. That is platform advice, not evidence that saying the phrase reliably changes viewer behavior.

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The expression is also recognizable creator vocabulary. On August 15, 2024, YouTube Creator Liaison Rene Ritchie opened a blog reference with “Remember ‘like and subscribe’?” and described the subscribe button animating when a creator says “subscribe.”

Is saying it effective?

The sources available here do not establish that using these exact words causes more likes or subscriptions. YouTube’s recommendation shows that the platform considers prompts appropriate, but it should not be read as a measured guarantee of results.

A 2025 peer-reviewed study, “Global creator culture? Converging values and generic practices in YouTube reviews,” analyzed 200 popular makeup and technology reviews in five languages. It found that creators regularly prompted viewers to like, comment, and subscribe. The authors also describe creators balancing self-expression with channel or product promotion, noting that excessive or poorly judged commercial messaging can undermine perceptions of authenticity. Those findings concern the study’s specific sample of popular product reviews; they do not establish how every audience responds or prove that a particular call to action works.

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How creators can make the request feel natural

The evidence does not identify a universally best script or placement. A reasonable approach is to make the request fit the video rather than recite it automatically:

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  • Be specific: say what viewers are being asked to do, instead of stacking several requests into a long refrain.
  • Choose a relevant moment: connect the request to the video or the channel’s next useful topic, when that feels natural.
  • Keep the tone consistent: a brief, genuine invitation is less likely to distract from the content than an overlong pitch.
  • Use other placements: YouTube also recommends encouraging likes and subscriptions in descriptions and banners.

These are practical editorial judgments, not tactics shown by the cited study to increase engagement. The useful test is whether the request serves the viewer and suits the creator’s voice—not whether it repeats a familiar formula word for word.

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