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With rapid advancement of technology, educational and promotional videos are increasingly incorporating dynamic multimedia elements to capture and maintain viewer interest, as well as enhance viewer experience and convey information more effectively. This research explores the effectiveness of multimedia elements in Visual Communication Design Department introduction videos, comparing audio-only, audio with subtitles, and audio with VTuber characters. Using eye-tracking and participant questionnaires, the study assessed viewer engagement, comprehension, and retention. Results of Eye-Tracking showed VTuber videos had the highest engagement and retention, making content more memorable. Audio with subtitles improved comprehension, especially for non-native speakers and individuals who might struggle to understand the content without additional textual support. Audio-only videos were least effective. Eye-tracking revealed participants focused more on VTuber elements, indicating higher engagement. During the 3.5-min videos, there were 2 to 3 focus shifts occurring in the middle, each lasting about 1 to 1.5 min. While viewers mainly focus on the VTuber, they occasionally shift their attention to other content in the video, showing that the overall content is still important. The questionnaires included detailed questions about visual appeal, engagement, and information retention, specifically focusing on interest, clarity, and satisfaction. Participants noted that engaging elements enhanced perception and interest, with VTubers providing comprehensive engagement. Questionnaire scores showed VTuber videos scored highest (4.407), followed by subtitles (3.992) and audio-only (3.970). Knowledge tests following the videos indicated that participants retained information better when engaging elements were present. Statements from participants. These findings underscore the importance of dynamic, interactive elements like VTubers and subtitles in educational videos to boost engagement and understanding. They offer valuable guidance for designers, educators, and content creators aiming to enhance visual communication strategies.

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Exploring the Effectiveness of VTuber in Promotional Videos Through Eye-Tracking Experiments

  • 会议论文

  • 发表日期：

    2025年

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  • Miao-Hsien Chuang,
  • I. Gede Putu Dinanda Putra Pratama

摘要

With rapid advancement of technology, educational and promotional videos are increasingly incorporating dynamic multimedia elements to capture and maintain viewer interest, as well as enhance viewer experience and convey information more effectively. This research explores the effectiveness of multimedia elements in Visual Communication Design Department introduction videos, comparing audio-only, audio with subtitles, and audio with VTuber characters. Using eye-tracking and participant questionnaires, the study assessed viewer engagement, comprehension, and retention. Results of Eye-Tracking showed VTuber videos had the highest engagement and retention, making content more memorable. Audio with subtitles improved comprehension, especially for non-native speakers and individuals who might struggle to understand the content without additional textual support. Audio-only videos were least effective. Eye-tracking revealed participants focused more on VTuber elements, indicating higher engagement. During the 3.5-min videos, there were 2 to 3 focus shifts occurring in the middle, each lasting about 1 to 1.5 min. While viewers mainly focus on the VTuber, they occasionally shift their attention to other content in the video, showing that the overall content is still important. The questionnaires included detailed questions about visual appeal, engagement, and information retention, specifically focusing on interest, clarity, and satisfaction. Participants noted that engaging elements enhanced perception and interest, with VTubers providing comprehensive engagement. Questionnaire scores showed VTuber videos scored highest (4.407), followed by subtitles (3.992) and audio-only (3.970). Knowledge tests following the videos indicated that participants retained information better when engaging elements were present. Statements from participants. These findings underscore the importance of dynamic, interactive elements like VTubers and subtitles in educational videos to boost engagement and understanding. They offer valuable guidance for designers, educators, and content creators aiming to enhance visual communication strategies.