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Zoom calls have become so ubiquitous we often don’t give them a thought.
I rarely have an in-person meeting. Almost all my interactions are via Zoom.
A recent study found significant differences in how our brains process in-person meetings and Zoom calls versus in-person meetings.
The study
The study, authored by scientists affiliated with Yale and University College, London, is “Separable Processes for Live ‘In-Person’ and Live ’Zoom-Like’ Faces” by Nan Zhao, Xian Zhang, J. Adam Noah, James C. McPartland, Mark Tiede, and Joy Hirsch.
It raises troublesome issues related to Zoom calls.
The researchers used sophisticated techniques1 to compare the brain activity of those participating in in-person and Zoom meetings.
It found significant differences in brain activity when processing live in-person versus live Zoom-like faces. Specifically, the study found that the dynamic social cues typically exchanged by interacting with live faces aren’t similarly acquired or exchanged for the virtual online face.
Why in-person meetings are the “gold standard”
In-person meetings have long been the gold standard for professional communication, allowing for a full spectrum of interpersonal interaction. The benefits include:
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Non-verbal cues: Face-to-face interaction offers rich non-verbal cues like body language, gestures, and eye contact.
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Immediate feedback: Quick, in-the-moment responses and adjustments are possible in real-time discussions.
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Relationship building: Physical presence fosters stronger relationships and trust.
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Focus and engagement: In-person settings limit distractions, increasing focus and engagement.
Issues with Zoom calls
As the study validates, Zoom calls present these challenges:
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Screen fatigue: Prolonged staring at a screen can lead to fatigue, reducing attention span.
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Technical issues: Connection problems or software glitches disrupt the flow of communication.
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Distractions: Participants are more prone to multitasking and less focused.
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Verbal communication: The nuances of body language and facial expressions are harder to transmit and interpret through a screen.
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Lack of eye contact: Eye contact is crucial in establishing connection and trust. However, proper eye contact is nearly impossible over Zoom because looking directly at the camera does not align with looking at the participants' faces. This disconnect subconsciously makes the interaction feel less personal and engaging.
The impact of cognitive load
Cognitive-load theory suggests that our working memory has a limited capacity. In a Zoom call, participants may experience a higher cognitive load as they process the content and unusual social and environmental cues. This can lead to quicker mental fatigue and decreased engagement.
The mirror-neuron system
Mirror neurons in the brain play a crucial role in our ability to understand and imitate the actions, emotions, and intentions of others.
Zoom calls lack the non-verbal cues of in-person meetings, which makes it more challenging for our mirror neurons to perceive and empathize with others accurately.
Another interesting aspect is how the mirror neuron system affects our self-awareness during Zoom calls. Research says that when participants look at their screens during videoconferencing, they effectively look into a "mirror," leading to increased self-awareness. This heightened self-awareness can contribute to Zoom fatigue as we become more conscious of our image and actions, potentially disrupting the natural flow of communication.
When mirror neurons are less activated due to the limitations of videoconferencing, it can make it more challenging to establish rapport.
How to enhance Zoom engagement
In-person meetings and Zoom calls are not interchangeable. Having a Zoom call is like running a 100-yard dash with a 50-pound weight on your back.
To enhance engagement during Zoom calls, use the following tips:
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Set an agenda: Clear objectives keep the meeting structured and participants on track.
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Involve attendees: Interactive elements like Q&A sessions, polls, and breakout rooms encourage participation. With one-on-one meetings, avoid lecturing or educating. Ask open-ended questions and then follow up. More interaction means more engagement.
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Limit meeting time: Shorter meetings can help maintain focus and energy levels.
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Make eye contact: While it will seem unnatural at first, make eye contact by looking directly into your camera's lens rather than at the face of the other person, which is typically lower down on your monitor.
It’s a game-changer.
Dan coaches evidence-based financial advisors on how to convert more prospects into clients. His digital marketing firm is a leading provider of SEO, website design, branding, content marketing, and video production services to financial advisors worldwide.
1 functional near-infrared spectroscopy for neuroimaging data
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Advisor Perspectives welcomes guest contributions. The views presented here do not necessarily represent those of Advisor Perspectives.