Effectively marketing on social media with biometrics 

In today's ever evolving social media world, it is more important than ever to be effective and concise with how you post your content or create a social ad. Take a look into how our team cuts through the jargon and gets straight to the point using biometrics. 

Our Approach 

Taking a look at one of the worlds most well known sports car brands social media content, the team conducted biometric research to determine how effective their content was at drawing in the attention of their current followers and any potential followers/customers. This was achieved by using eye-tracking for visual attention, pupillometry for cognitive load and facial expression for positive and negative emotions.  

The Problems

Identifying how effective a few chosen posts were at drawing in the attention of the user and how long it took them to notice the post. Once the selected posts had been viewed, the team needed to determine what post was more effective and why.

The Project

To compare two still images and two videos and determine which post was more effective and why.

The Outcomes

By looking over eye-tracking data for the two still images, the time to first fixation on the one car was significantly lower in comparison to the other, indicating a greater sense of attention. As for the two videos, they both achieved good brand awareness. However one video did attract more attention and positive emotion. 

Key Insights 

Biometric engagement

The red car evoked significantly higher positive emotions and engagement in comparison to the blue car, as respondents aspire to the classic red colour associated with the brand. the red car added more excitement and emotional value to the brand.

Moment-by-moment 

Biometric engagement 

Car video 1

A significant trigger point of engagement was the reveal of the silver car in the box, suggesting that the unboxing execution was effective in engaging respondents. Other significant trigger points of engagement include the interior, the full exterior, and the branding element at the end.

Visual Attention Heat Map

On the right you can see that the blue car was less effective and efficient in gaining the viewers attention than the car on the left. The car on the left also allowed viewers to see the branding of the car clearer - giving that ad better brand recognition. 

 

(TTFF = Time to first fixation. Higher the number the longer it took to capture attention.) 

Biometric Engagement

The red car evoked significantly higher positive emotions and engagement in comparison to the blue car, as respondents aspire to the classic red colour associated with the brand. the red car added more excitement and emotional value to the brand.

Moment-By-Moment 

Biometric Engagement 

Car Video 1

A significant trigger point of engagement was the reveal of the silver car in the box, suggesting that the unboxing execution was effective in engaging respondents. Other significant trigger points of engagement include the interior, the full exterior, and the branding element at the end.

Moment-By-Moment 

Biometric Engagement 

Car Video 2

For the blue car, only the exterior air intake decorative and the branding element triggered significant engagement whereas the reveal at the start notably did not trigger engagement.

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