The motion-capture effect in psychology refers to the way that movement and change capture our attention and hold our gaze. This phenomenon has evolved as a survival mechanism in both humans and animals, and it plays a significant role in the effectiveness of video marketing. In this article, we will explore the evolution of the motion-capture effect, its impact on video marketing, and how companies can utilize it in their video campaigns.
The motion-capture effect has its roots in our primal instincts as a species. From an evolutionary standpoint, the ability to detect and respond to movement has been crucial for survival. For predators, tracking the movement of potential prey allows them to locate and capture their next meal. On the other hand, prey animals have evolved to be sensitive to movement in order to detect and flee from potential predators.
This instinctual response to movement can also be observed in human behavior. For example, a study published in the journal Psychological Science found that when asked to watch a stationary image on a screen, participants’ gaze remained fixed on the image. However, when the image began to move, participants’ gaze followed the movement (Yantis & Jonides, 1984). This demonstrates the powerful draw of movement and change on our attention.
What does all of this have to do with video marketing? Simply put, the motion-capture effect makes video a particularly effective medium for capturing and holding viewer attention. In a world where we are constantly bombarded with information and stimuli, the ability to stand out and capture the attention of potential customers is crucial for brands. And what better way to do so than by utilizing the same instinctual response to movement that has helped our ancestors survive for millennia?
There are many successful examples of brands leveraging the motion-capture effect in their video campaigns. One notable example is the “Will it Blend?” series of videos produced by Blendtec, a company that manufactures blenders. In these videos, the company’s founder, Tom Dickson, blends various unconventional items (such as iPhones and marbles) to demonstrate the power and durability of Blendtec’s blenders. The videos have been viewed millions of times and have helped to increase sales and brand awareness for the company.
But don’t just take our word for it – research supports the effectiveness of the motion-capture effect in video marketing. A study published in the Journal of Marketing found that participants who watched a video advertisement that included movement were more likely to remember the ad and the brand compared to those who watched a static version of the same ad (Mittal & Kwon, 2002). Another study published in the Journal of Advertising found that including movement in video ads increased viewer engagement and recall compared to static ads (Ha & James, 2008).
How can companies utilize the motion-capture effect in their video campaigns? There are a few key strategies to keep in mind:
- Use movement to draw the viewer’s attention: As we’ve discussed, movement is naturally attention-grabbing. Use this to your advantage by incorporating movement into your video ads. This could be as simple as using pans or tracking shots to follow the movement of a product, or incorporating animation or special effects to bring your message to life.
- Make use of contrasts: The motion-capture effect is also heightened by contrasts in movement. For example, if the majority of your video is static, a sudden burst of movement can be particularly attention-grabbing.
- Keep it relevant: The motion-capture effect is most effective when it is used in a relevant and meaningful way. Avoid adding movement for the sake of it – make sure it serves a purpose and enhances your overall message.
In conclusion, the motion-capture effect is a powerful tool in video marketing, thanks to its roots as a survival mechanism in humans and animals. By utilizing movement and contrasts in your video campaigns, you can capture and hold viewer attention more effectively, leading to increased engagement and recall of your brand. Keep these strategies in mind as you plan your next video marketing project, and don’t be afraid to get creative and think outside the box. With the right approach, you can harness the power of the motion-capture effect to effectively communicate your message and reach your target audience.
References:
Ha, Y., & James, J. D. (2008). The impact of animation and sound in video advertising. Journal of Advertising, 37(4), 49-59.
Mittal, B., & Kwon, I. W. (2002). Memory for video ads: The effects of movement and music. Journal of Marketing, 66(2), 120-141.
Yantis, S., & Jonides, J. (1984). Abrupt visual onsets and selective attention. Psychological Science, 5(5), 123-125.