Emotions for long-term memory

The study used the award-winning emotion tracking tool Science of Engagement, developed by BBC StoryWorks in collaboration with emotion specialist CrowdEmotion, to find out the impact of branded content on BBC.com. Combining the latest long-term memory measurement methods and using Neuro-Insight, a technique developed by neuroscientists, six branded videos were shown to over 2,000 users in four global markets.

The study linked facial coding data with the neuroscience technique Steady State Topography, which measures electrical activity in the brain, and can measure second-by-second emotional status, level of emotional intensity, and level of long-term memory retention in the subject.

Emotions are an important part of creating effective content, and can intensify the memorization of the content and the brand in long-term memory. The use of highly personal stories, stories with one or two protagonists, or content that is highly relevant to the viewer help brand stories stick better in the memory.

Three key findings of the study:

1. feelings have a great influence on memory

• The study confirms that the higher the emotional peak, the more the content of a brand film is imprinted in the viewer's long-term memory.
• When it comes to triggering long-term memory, there is no such thing as a bad emotion. Science of Memory showed that the influencing factor is the intensity of the emotion experienced, not the type of emotion, is what defines the input to long-term memory.

2. emotions can be "fine-tuned" to maximize memory and make it vivid

• Through the study it became clear that there are strategies to use emotional highlights and to anchor content more strongly in memory.
• Emotions color the memory. The emotions people feel when they absorb content are stored in long-term memory. Stimulating and engaging users with storytelling that offers real emotion leads to powerful results for the brand.
• Emotion must be applied early. Brand films that achieve the highest level of emotion in the first third of their duration lead to stronger recall of the content overall.
• For emotional climaxes, the number matters. The study showed that content that includes multiple climaxes of emotional intensity is more memorable than content that slowly builds the tension to an emotional climax.

3. brands can "surf" on a wave of memory moments

An emotion often precedes the memory. A sudden surge of emotional intensity often pulls storage into long-term memory. By seamlessly integrating a brand into the memory window following highly emotional experiences, it can ride the wave that anchors the story in long-term memory. Richard Pattinson, SVP BBC StoryWorks comments, "We already have a tool that allows us to evaluate the emotional impact of the content we create, the Science of Engagement Toolkit - We use it to help our clients produce engaging and effective brand films. With the new results of the Science of Memory study, we can add a new dimension to this tool. For the first time, we can evaluate the impact of content on memory. As Science of Memory proves, science underpins effective storytelling and helps us create content effectively. "The study also points to very practical methods that brands and filmmakers can use to become embedded in viewers' memories. Elements from the cinema help to hold the viewer's attention and facilitate anchoring in the memory. Good examples include changing light, unique camera angles, and changes in background music.

Methodology

The study employed two award-winning methods:

1. The emotion tracking of BBC Global News' own content tracker SOE Toolkit, using CrowdEmotion's technology. This involves up-to-the-second analysis of emotions using facial coding of six key emotion stages, as well as eye-tracking and branding analysis.
2. Second-by-second measurement of long-term memory, known by the technical term steady-state topography, implemented by neuroscience specialists Neuro-Insight.

Six BBC branded films were shown to a total of 2,179 study participants in the USA, Germany, Australia and Singapore. The test was followed by a questionnaire asking about branding categories and matched with a control group who had not seen the films.