How many of you remember the first whiteboard video you ever watched? I remember mine; it was one of the UPS whiteboard commercials from the campaign they debuted 8 years ago. It’s crazy to think they have been around that long! I remember enjoying the video. I thought it was very interesting, and a neat concept, but little did I know that I was seeing the next big thing in digital marketing.
Today, whiteboard videos are everywhere. They are used by big and small companies to show off products, demonstrate services, spark interest in clients and more.
Although I have seen my fair share of whiteboard animation videos, they still draw my attention (no pun intended).
There is something about them that attracts the human brain. I did a little digging, and found a blog by Joel Comm, “Why Whiteboard Videos Convert Up To 150% More.” In his blog, he reveals that there is a scientific reason why whiteboard animation videos are able to grab and hold our attention.
“When someone draws something [you] like, it triggers the release of dopamine in the brain. That’s the hormone our brain uses to feel good. Recently, researchers discovered that when you merely watch people drawing it has the same effect.”
Now you have an idea as to why whiteboard animations grab our attention so easily. They make us feel good! Research has shown that whiteboard videos grab attention, hold it and improve learning better than other style of video. But what causes the inmproved learning? Is it just that we remember things better when we’re enjoying them?
The Psychology Behind Whiteboard Videos
A scientific-award-winning professor, Dr. Richard Wiseman, found that whiteboard animation videos outperform all other video styles in memory tests, problem solving, shareability and overall impact.
The RSA hosted a seminar where Dr. Wiseman spoke about “The Animate Revolution,” and the research he did to explain why whiteboard animation videos entertain and educate so effectively.
Dr. Wiseman reaffirms the feel-good qualities of whiteboard videos. He links together how enjoyment of these videos links to the memory increase. Watch the full seminar here:
“100 years of psychology tells us that you do anything better when you’re in a good mood. Creativity, productivity, learning – good mood. What’s interesting about the animations is they make me laugh! It puts me in a good mood. These animations are making people go, “Oh this is fun!” Suddenly, it’s not much work, and that not only makes them have a better time, but more importantly, it means the information is just going in to the brain.”
He goes on to explain his study of the psychology behind whiteboard videos. For his study, he took two videos, and showed one or the other to the one thousand participants. The first video was a talking head video, which is simply a video of a person standing in front of a camera delivering information. The second video was the same video soundtrack, but the information was animated, and transformed into a whiteboard video. After watching the video, the participants were given some surprise memory questions.
The results were astounding. 70% of people remembered the vital information when they were just listening to Dr. Wiseman speak; however, when the information was animated, the memory went up to 92%. Which is an astonishing increase in behavioral measurements. He says these results are due to the engagement levels.
“We know that in order to remember something, you need to attend to it in the first place, and attention is really difficult psychologically; it’s a very slippery concept. So, if you haven’t grabbed attention, you’re not going to get the information in. I think what animations do is hold that attention; hold it in an incredibly engaging way, and that means the information simply goes in.”
Whiteboard animation videos increase learning because they are fun! These videos not only give you the information audibly, but they also back it up with illustration. This means that these videos appeal to both auditory and visual learners.
To sum it up, people like to have fun, and they are more willing to pay attention to something if they are enjoying it. Once you have grabbed their attention, the entertainment will bypass barriers, and their brains will absorb the information.
Interested in creating a memorable whiteboard animation video for your company? That’s what we do! Contact us today, and we’ll make sure people remember you.