Testing if model eye contact is better

"I ran this fun test for a client who was wondering what how their models should pose in photos. The results showed a small but tangible impact for shots with eye contact!"


Last Month, Motion user Amanda was asked by her client to confirm a hypothesis she had heard: creatives where a model makes eye contact with the camera outperformed creatives where they didn't.

Amanda dove into her naming conventions and ran a quick empirical test on Motion to compare a series of ads featuring models she had run over the course of the prior two months. Her results showed that eye contact beat out no eye contact - with a ROAS increase of ~6%.

How it's done

  1. Append eye contact identifiers to your Naming Convention
  2. Create a new Comparative Analysis Report
  3. Create compare groups based on your naming convention (eyecontact, noeyecontact, etc)
  4. (Optional) Add a global filter to isolate results by funnel stage

Once built, follow results over time to compare how your different models perform against each other!

Get a tour of Motion’s creative analytics platform. We’ll even build free sample reports for you using live data from your TikTok, Meta, and YouTube ad accounts.

Get the creative strategy cheat codes

Join our community of 25,000 creative strategists, media buyers, and creative leaders. We'll send you weekly insights and VIP event invites.

By entering your info, you'll get access to our newsletter, live events, secret resources, and new feature updates, delivered to your inbox. (Unsub anytime in a click).

Elliott Brand
Product Marketing, Motion

Scale your creative wins

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.