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How do you know if a customer loves you so?

By Natalia Kuznetsova-Rice
Cher2.jpg

IT'S WITHIN THESE FOUR METRICS

If you want to know if he loves you so, it’s in his kiss”, once advised Cher. While perhaps just one criterion is enough to identify the strength of emotions in one’s partner, it gets a bit more complicated if you seek to determine the strength of emotions in customers towards your brand. And why does it matter? Well, because emotions drive behavior – in both lovers and consumers. We wouldn't elaborate on the former just yet,  but we’re strongly confident to discuss the latter. Having analyzed thousands of video ads and millions of faces,  we know that positive emotions in response to a brand communication are linked to increased social activity, brand advocacy, and even Sales 

SO HOW DO I KNOW? 

We measure and analyze how viewers respond to video content by tracking their emotions. Emotions reflect genuine perception because they’re subconscious and cannot be faked (suppressed – yes, but our algorithm is very clever to detect even the slightest changes. Think about your mom when you were three and thought she’d never find out you’d eaten those cookies). Realeyes platform measures six basic human emotions - happiness, surprise, anger, disgust, fear, and confusion. It's worth noting that Confusion is not one the six basic emotions as defined by Paul Ekman, but having analyzed thousands of ads, we realized that anger was almost never elicited. Instead, we were seeing a similar expression – the same movements of the eyes and eyebrows as anger, but different movements around the mouth – confusion. People rarely get angry at ads, but they do often get confused, so confusion replaced anger on our roster. Confusion creates intrigue and fuels engagement. Ever been in a relationship when you couldn't figure out what exactly he or she meant, and it made your mind fixated on them? 

Additionally to these core six, we measure a series of proprietary metrics derived from those emotions, which can be used in conjunction to determine exactly what we’re after – the strength of viewers’ emotions towards your brand. 



THE MIGHTY FOUR 
Let us introduce you to the four indicators of the love/hate relationship with your consumer. We hope it’s the former, by the way. And they are attraction, engagement, retention, and impact. See, it’s almost like a human relationship! Let’s have a deeper look at what they mean. 

Attraction: 
Let’s call it the first date. This metric denotes whether the video manages to grab the viewer's attention by measuring the peak in surprise within the first 8 seconds of viewing. So yeah, pretty much the same thing as the first date. 

 
 
Engagement: But hey, the first date is never enough. Longevity in a relationship requires a continuous effort. In a similar fashion, this metric indicates the overall emotional reaction to the video, reflected in the peak level of engagement reached throughout the video. 


 
Retention: And why do couples stay together? Well, it’s simple – because they’re happy together. So this metric implies the peak of happiness after the first 8 seconds - it represents how well the video maintains the attention of its audience. Makes sense, right? Just make your partner (or viewer) happy when the first date is over, and real life kicks in.  

 
 
Impact: Now, let’s pretend your relationship was to end. For the purpose of this article, we’ll have to, because video ads do end. Excuse us if we’re breaking a romantic story too quickly. What feelings would your partner be left with? Is this a strong emotion? This metric is based on Daniel Kahneman's peak-to-end rule, which states that the impression left by an advert is determined by the emotions evoked at its peak at the end. It is the average of the peak happiness value and the end happiness value. Same as in life – it’s better to be remembered in a positive light.  

 

Well, that’s not the whole story. To make life easier for you and answer the obvious question “How much exactly does my customer love my brand?”, we’ve introduced the EmotionAll® score, which combines all four metrics. It’s easy to interpret – the scale is 1 to 10, where 1 means your relationship doesn’t seem to have much potential, 5-6 would mean your brand is where the majority is, and if you manage to score 7-10 –bingo! – you have a bright future of happily ever after. 

Just as in real life, our algorithm values longevity more than the first date, therefore the four metrics are weighted in the following way:
 
  • 20% Attraction  
  • 20% Engagement  
  • 30% Retention  
  • 30% Impact  

 
Isn't it so much easier for you to see whether your customer loves you so (and how much exactly)? Visit Realeyes dashboard to see how you could unlock the full potential of your videos. And before you go, let’s have a Happy Ending - have a look at a video that scored a perfect 10.
 
Using facial tracking and emotion recognition for ad testing ensures performance of your video.
 
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by Natalia Kuznetsova-Rice

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