How to Optimize Your Video Using Wreltik Scores: A Frame-by-Frame Guide
Wreltik gives you dimensional scores, but how do you actually use them to improve the edit? A practical guide to translating scores into specific editing decisions.
How to Optimize Your Video Using Wreltik Scores: A Frame-by-Frame Guide
Getting Wreltik scores is the easy part. Knowing what to change based on the scores is what separates tools that inform decisions from tools that generate reports no one acts on.
Reading the attention timeline
Wreltik's Visual Attention dimension produces a timeline, not just a single score. The timeline shows where attention is predicted to be high and where it dips. The dips are where to edit.
For each attention dip, watch the corresponding moment in your video. Ask:
- Is the frame visually cluttered? Simplify. Remove competing elements.
- Has nothing changed in the last 8-12 seconds? Add a cut, a text element, a visual change. The brain needs a new stimulus.
- Is the dip at a transition between topics? The transition might need a clearer visual signal — a title card, a change in music, a speaker shift.
After making changes, re-run Wreltik. The attention dip should improve. If it doesn't, the fix didn't address the actual cause.
Reducing cognitive load
If Cognitive Load is high throughout the video, identify the source:
- Too much text on screen simultaneously? Reduce words per frame. Break text into shorter, sequential chunks.
- Audio and visual delivering different information? Align them. Make the text reinforce the voiceover, not compete with it.
- Pacing too fast for the complexity of the content? Add brief pauses after key points. Give the viewer time to process.
- Visual complexity competing for attention? Simplify the composition. One focal point per frame.
Cognitive load is reduced by removing information, not by adding explanation. Explanation adds more information, which increases cognitive load further. The fix is subtraction, not addition.
Improving emotional engagement
Low Emotional Resonance usually means the content is emotionally flat — not negative, just absent. Fixes:
- Is there a face on screen expressing genuine emotion? If the ad relies on voiceover or text for emotional content, add a face. Faces are the most reliable emotional engagement tool available.
- Is the music supporting or fighting the intended emotion? Music that's tonally mismatched to the content creates emotional confusion rather than engagement.
- Are the emotional moments too brief? The brain needs roughly 1-2 seconds to register and respond to emotional content. Emotional moments that flash by in under a second don't land.
Boosting memory encoding
Low Memory Encoding usually means either the brand isn't appearing at emotional peaks, or the content isn't distinctive enough to be remembered. Fixes:
- Overlay Wreltik's emotional engagement timeline with your brand presence. Does the brand appear at emotional peaks? If not, move it there.
- Is the ad visually distinctive, or does it look like other ads in the category? If it blends, add a distinctive element — unusual composition, unexpected color, a format break.
- Is there a "memory anchor" — a moment specifically designed to be remembered? A surprising image, an unusual phrase, a visual reveal. Most ads have no anchor. The ones that are remembered do.