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August 4, 2021

A neuroscience study conducted by B2B DecisionLabs and Vidyard shows that text emails create negative emotions, while video messages tend to elicit pleasure and less fatigue.

FOOD,Have. – 04 August 2021 – Are you looking to increase company morale and make customers more likely to engage in the new world of digitally driven business? Use more video.

This is the unmistakable conclusion of a one-of-a-kind brain study conducted in April 2021 with U.S. professionals from industries such as high tech, consulting, commerce, finance, banking and insurance, who viewed a variety of text and video content and messages.

When shown a video message, respondents tended to enter a happy, happy, or alert state and experience less fatigue. In contrast, text or emails tended to make viewers more anxious and cause brain activity associated with negative emotions such as being upset or annoyed. Additionally, viewers who read text with embedded video experience fewer negative emotions than those who read text alone.

Some participants also remember video content better than text and may be much more likely to act on a video message rather than a text message – an important finding not only for employers but for executives of sales organizations. looking for new ways to engage customers.

Almost 60% of participants could not remember an email within 48 hours of their consultation. Still, results from long-term memory tests indicated that among those who remembered one or more emails, participants remembered details of a video portion of the email, if it was. included. Videos that included dynamic effects (e.g. animation, motion, sound effects, screenshots) and relevant video titles have an even higher chance of memorization.

The study, commissioned by Vidyard, was led by Dr Carmen Simon, Ph.D., cognitive neuroscientist who serves as Scientific Director of a science-backed marketing and sales training provider Company vision and principal investigator for B2B decision laboratories.

Dr. Simon used various neuroscientific and biometric tools to measure responses. When viewing text and video samples on a computer, participants wore an EEG (electroencephalogram) cap, as well as ECG (electrocardiogram) and GSR (galvanic skin response) devices. The computer also tracked the movement of the eyes. These tools enabled precise assessment of cognitive and affective brain processes beyond self-assessments, online assessments or behavioral observation.

“The video engages reflective thinking, which can lead to improved long-term memory,” said Dr. Simon. In addition, the results of our study on the dynamic effects of video align with the cognitive theory of multimedia learning, which has shown that viewers exposed to both images and storytelling perform better. to memory tests that viewers exposed only to pictures or only words. « 

Through the study, Dr. Simon and his research team learned that the email inbox experience tends to put people in a negative emotional state. And eye-tracking heatmaps of participants viewing long text emails showed people were losing focus and attention because long lines are hard for the brain to process.

But the video, even in tandem with text in an email, elicited very different responses. For example:

  • Brain activity maps have shown that including a video in an email is not a negative disruption to the viewer. Emails with embedded video messages tended to neutralize the negative email experience and, in fact, promote a more positive experience than just text.
  • Participants tended to have a more positive experience (greater “valence”) and were more consistently alert (greater “excitement”) when receiving a video email compared to a text email.
  • Participants tended to feel more motivated and less tired when watching video emails compared to text emails. People also remembered video emails more (and more accurately).
  • The videos were viewed positively by the recipient as a welcome break from text emails. Eye heat maps of viewers watching a video have shown that people stay more focused, which may mean that video email senders are better able to control the story and guide the viewer’s attention to it. which is most important in the message.

“What we learned in this study is that video was not just the right tool to use during the pandemic, it is the right communication tool to use in the future – for hybrid work, for sales and for businesses of all kinds, « said Tyler Lessard, Vidyard’s chief video strategist. “Put bluntly, our brains demand video for the kind of remote human interactions that will continue as hybrid work and hybrid commerce become the norm. Relying only on old, staid ways like text and email is bad business. The adoption and popularity of video, both live video calling and new technologies such as video messaging, will continue to soar in business as it changes the way professionals communicate in a decidedly positive way. .

More information:

  • For more information and to download the full study, please visit vidyard.com

About Vidyard

Vidyard helps businesses and professionals connect with their audiences in a whole new way through engaging, personalized and measurable video experiences. Through its global video hosting and analytics platform, Vidyard enables companies like LinkedIn, Zycus, League, Stanley Black & Decker and others to transform their approach to marketing, sales and business communications. Vidyard helps any professional create and share personalized videos to convey their message in a more personal and impactful way with its free and professional tools. Thousands of businesses and millions of people around the world trust Vidyard for their video needs. Sign up for free at Vidyard:https://www.vidyard.com/free.

Media contact:

Josh Swarz, Big Valley Marketing for Vidyard – press@vidyard.com

Sarah Duckett, Public Relations and Communications, Vidyard – sarah.duckett@vidyard.com

Sarah duckett

Head of public relations and communications

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