Researchers Found Gestures That Make You More Persuasive: Study Results.

According to ТСН: Some hand gestures can indeed make you more persuasive and competent.

This is supported by research published in the Journal of Marketing Research.

“One key takeaway for marketers is that you can use the same content, but if you focus more on its delivery, it can significantly affect persuasiveness,” said Mi Zhou, co-author of the study and researcher of digital marketing at the University of British Columbia.

Speeches Analyzed by Artificial Intelligence

Zhou and her colleagues analyzed 2,184 TED speeches using artificial intelligence and automated video analysis. They compared hundreds of thousands of video clips where hand movements were recorded with data regarding audience engagement. Study participants also rated the speakers and products in sales presentation videos that used various hand gestures.

Researchers found that using certain hand gestures can enhance the speaker's impact.

The team classified hand movements into two main categories: illustrators and highlighters.

Illustrators vs. Highlighters

• Illustrators are gestures that visually reinforce the speaker's words, such as demonstrating the size or shape of an object. These movements had the strongest impact, as they improved audience comprehension and made speakers more credible.

• Highlighters are gestures that merely point to an object mentioned in the words. These movements had minimal or no effect at all.

Expert Opinion

“Illustrators can facilitate the understanding of content since the same information is presented in two forms: visual and verbal. If a person uses their hands to visualize what they are saying, the audience perceives them as having more knowledge and can explain the material more easily,” Zhou explained.

Researchers claim this is the first large-scale study of hand gestures made possible by the advancement of artificial intelligence. The results are significant for marketers, influencers, and anyone looking to be persuasive in everyday life.

“Sometimes we just move our hands aimlessly. It may be a habit. But if we pay more attention to it and become aware of its impact, it can significantly change the situation,” Zhou summarized.

Previously, we discussed how the positioning of hands behind the back can indicate your true nature—whether you are a charismatic person or vain.