Study Reveals Video Emails Offer Relief as Inbox Fatigue Continues to Rise

August 4, 2021Neuroscience study by B2B DecisionLabs and Vidyard shows text-based emails develop negative emotions, while video messages tend to emote satisfaction, less fatigue.KITCHENER, Ont.– August 04, 2021– Looking to increase business morale and make clients most likely to participate in the new digital-first service world? Utilize more video.Thats the unmistakable conclusion of a first-of-its-kind brain study conducted in April 2021 with U.S. company professionals from markets consisting of high tech, consulting, commercial, finance, insurance, and banking, who viewed a variety of text-based and video-based material assets and messages.When revealed a video message, respondents tended to get in a delighted, delighted, or alert state and feel less fatigue. By contrast, text or e-mail tended to make viewers more distressed and triggered brain activity connected with unfavorable emotions such as being frustrated or upset. In addition, audiences who check out text with embedded video felt less negative feelings than those who check out text alone.Some individuals likewise remembered video content better than text and may be much more likely to act upon a video message instead of a text– a crucial finding not just for companies but for leaders of sales companies looking for brand-new ways to engage customers.Nearly 60% of participants kept in mind no e-mails within 48 hours of viewing them. Yet long-term memory test results suggested that of those who did remember one or more emails, individuals remembered information from a video portion of the e-mail if included. Videos that consisted of dynamic effects (e.g., animation, motion, sound effects, screenshots) and pertinent video titles have an even greater opportunity of memorability.The research study, commissioned by Vidyard, was led by Dr. Carmen Simon, Ph.D., a cognitive neuroscientist who functions as Chief Science Officer for science-backed marketing and sales training provider Corporate Visions and a lead researcher for B2B DecisionLabs.Dr. Simon used numerous neuroscience and biometric tools to measure responses. While seeing text and video samples on a computer system, individuals wore an EEG (electroencephalogram) cap, in addition to ECG (electrocardiogram) and GSR (Galvanic Skin Response) devices. The computer system also tracked eye motion. These tools made it possible for a precise assessment of the affective and cognitive processes of the brain beyond self-reports, online evaluations, or behavioral observation.” Video engages reflexive thinking, which can result in improved long-lasting memory,” Dr. Simon said. “In addition, our study findings around the dynamic effects of video align with the cognitive theory of multimedia learning, which has actually revealed that audiences who are exposed to both images and narration score greater on memory tests than audiences who are exposed to only images or only words.” Via the study, Dr. Simon and her research study group found out that the experience of the e-mail inbox tends to put people in a negative psychological state. And eye-tracking heat maps of participants seeing lengthy text e-mails revealed that people lost focus and attention since long lines are laborious for the brain to process.But video, even in tandem with text in an email, elicited extremely various actions. For circumstances: Maps of brain activity revealed that the addition of a video in an e-mail is not a negative interruption to the audience. E-mails with ingrained video messages tended to reduce the effects of the negative experience of email and in truth, promoted a more positive experience than just text.Participants tended to have a more positive experience (greater “valence”) and were more regularly alert (greater “arousal”) when provided with a video e-mail versus a text email.Participants tended to feel more motivated and less tired out while seeing the video e-mails versus text e-mails. People also kept in mind more (and with more precision) from the video emails.Videos were positively viewed by the receiver as a welcome break from text e-mails. Eye-tracking heat maps of audiences seeing a video revealed that people stayed more focused, which may suggest senders of video e-mails are much better able to manage the story and guide the viewers attention to what is most essential in the message.” What we discovered in this study was that video wasnt just the ideal tool to use during the pandemic, it is the right communications tool to utilize moving forward– for hybrid work, for sales, and for organizations of all kinds,” said Tyler Lessard, Vidyards primary video strategist. “Plainly speaking, our brains demand video for the type of remote human interactions that will continue as hybrid work and hybrid commerce become the standard. Relying exclusively on old, staid techniques such as text and e-mails is bad company. The adoption and popularity of video, both live video calls and brand-new technologies such as video messages, will continue to soar in company because it changes the way professionals interact in a distinctly positive way.” More Information: For more information and to download the full study, please visit vidyard.comAbout VidyardVidyard assists experts and organizations link with their audiences in a whole brand-new way through appealing, customized, and measurable video experiences. Through its international video hosting and analytics platform, Vidyard empowers business like LinkedIn, Zycus, League, Stanley Black & & Decker, and others to change their approach to marketing, sales, and corporate interactions. Vidyard helps any company expert produce and share custom videos to provide their message in a more personal and impactful way through its free and pro tools. Thousands of services and millions of individuals around the world depend on Vidyard for their video needs. Sign up for Vidyard for totally free: https://www.vidyard.com/free.Media Contact: Josh Swarz, Big Valley Marketing for Vidyard– press@vidyard.comSarah Duckett, Public Relations & & Communications, Vidyard– sarah.duckett@vidyard.comSarah Duckett Head of PR & & Communications

In addition, viewers who read text with ingrained video felt fewer negative emotions than those who read text alone.Some participants likewise kept in mind video material much better than text and may be far more likely to act on a video message rather than a text message– an important finding not only for companies but for leaders of sales organizations looking for new methods to engage customers.Nearly 60% of individuals remembered no emails within 48 hours of seeing them. Emails with ingrained video messages tended to reduce the effects of the negative experience of email and in truth, promoted a more favorable experience than just text.Participants tended to have a more favorable experience (greater “valence”) and were more regularly alert (higher “stimulation”) when presented with a video e-mail versus a text email.Participants tended to feel more inspired and less tired out while seeing the video e-mails versus text e-mails. Eye-tracking heat maps of audiences seeing a video showed that individuals remained more focused, which might imply senders of video e-mails are much better able to manage the story and guide the viewers attention to what is most crucial in the message.” What we discovered in this study was that video wasnt simply the best tool to use during the pandemic, it is the ideal communications tool to utilize going forward– for hybrid work, for sales, and for businesses of all kinds,” stated Tyler Lessard, Vidyards primary video strategist. The adoption and popularity of video, both live video calls and brand-new innovations such as video messages, will continue to soar in company due to the fact that it alters the way professionals communicate in an extremely positive method.

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