Neuro Performance
The brain reacted favorably to the video content. The videos were processed more thoroughly in memory and triggered substantially more desire than average videos. The latter is predictive of future purchase decisions. Interestingly, the videos did not activate more attention than other content.
Neuro Based Video Improvements
Overall, the videos do a good job of pleasing the brain. But by extending our analysis with a qualitative scene-by-scene breakdown, weâre able to improve the videos even further.
On a second-by-second basis, we found exactly which scenes performed well, and which ones didnât. The recurring findings allowed us to further improve future production guidelines on matters such as:
On a second-by-second basis, we found exactly which scenes performed well, and which ones didnât. The recurring findings allowed us to further improve future production guidelines on matters such as:
- Optimizing the first 5 seconds to capture instant attention
- Consistent triggers of positive emotion (hint: baby close-ups is one of them)
- Consistent triggers of aversive responses that should be avoided
- Optimizing the leader
- Optimizing the closing brand shot
- Better integrating the brand within the video
These content-based recommendations were especially valuable and uncovered many eye-opening insights. Nutricia will apply this knowledge during the production of their future videos.
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