The article discusses the so-called axiological persuasion manifested in the titles of short materials published by Catholic traditionalists on YouTube. Axiological persuasion in a text is carried out by both axiological argumentation and extra-argumentative means — lexical operators, colective forms, rhetorical questions, as well as polygraphic means. The article also shows values and anti-values manifested in the discussed material. Moreover, the author makes an effort to show who becomes the potencial addressee of the specific title and in what way it can affect a given group of addressees.