We are finding brands are getting over double the response with InstantVideos compared to static images. They are the embodiment of thumb stopping content, especially when used in Facebook, either inside an ad unit or in the newsfeed as an organic post.
So what’s the science? Our brains are hardwired to respond – here’s why…
You are more likely to notice a gif or video than a still image. Why? If you want to get really scientific about it the team at Canva have done a deep dive: “You have two types of cells in your eyes, rods and cones. Cones are in the middle, and what light is focused on when we are looking directly at an object. They are good for detail and for color. Rods on the other hand cannot see in color but rods are great at seeing low levels of light and detecting movement”.
We are hardwired to respond to visual content. There’s an often quoted fact that humans process visual content 60,000 faster than text (side note researchers don’t know who originally came up with this ‘fact’). Nonetheless visual content is extremely powerful because it is easy to consume and your brain is setup to process visual information. According to ‘more of our brain neurons are dedicated to vision than the other four senses combined.’
Some form of movement in an otherwise still environment elicits a biological response. There is a very simple reason why and it is baked into our DNA. It goes back to humans having to survive hundreds of thousands of year ago. Those early humans who were able to see movement in an otherwise still savannah type setting were more likely to either escape predators or find food. We still have that natural ability today.
Brands connecting with humans on an emotional level are much more likely to get a response. With InstantVideos brands can more readily gain traction because the human eye is drawn to movement and we can use this to highlight parts of the imagery. Research from the Institute of Neuroscience at the University of Glasgow concluded that human emotions are limited to just 4: happy, sad, afraid/surprised, and angry/disgusted. InstantVideos which elicit one of these emotions are more likely to succeed.
We are naturally inquisitive and seek understanding. An InstantVideo is different and our brain needs to process it. BBC Future says ‘Evolution made us the ultimate learning machines, and the ultimate learning machines need to be oiled by curiosity.’ InstantVideos represent something different – something between a photo and a video and brands are tapping into this basic human trait of curiosity.
If you are looking to take advantage of 1 million years of human evolution by using InstantVideos in your marketing activity then please get in touch with us.