Words matter when we are trying to make an impression. Still, new research from the University of British Columbia suggests that our hands may play an unexpectedly decisive role. The study, conducted at the Sauder School of Business, found that when speakers use meaningful, purposeful hand gestures, they tend to come across as more confident, more persuasive and more knowledgeable. This suggests that effective communication is not purely verbal; it occurs through the body as much as through speech. The findings encourage us to think of persuasion not simply as choosing the right words, but as presenting ideas in a way that feels vivid and engaging.
To investigate how gestures influence audiences, the researchers turned to a significant and familiar source of public speaking: TED Talks. These presentations, viewed by millions online, offer a broad range of speakers from diverse backgrounds and styles. Using artificial intelligence and automated video analysis, the research team examined more than two thousand of these talks. They identified and analysed over 200,000 hand gestures, grouping them into short 10-second clips. They then compared these gestures with measures of audience engagement, such as the number of ‘likes’ the videos received online, while accounting for factors such as speaker gender, field of work, language, and the length of each talk. This careful method allowed the researchers to focus on gestures themselves rather than letting other variables cloud the results.
The study did not stop there. To understand the impact of gestures in a more controlled environment, the researchers also conducted experiments in which participants watched sales-pitch videos. In these videos, the spoken script remained identical, but the speakers varied how much and how intentionally they moved their hands. After watching, viewers rated the speakers and the products being presented. The results supported the TED Talk analysis: speakers who used more deliberate and meaningful gestures were viewed more positively. However, it also became clear that not every kind of movement is helpful. Gesturing with purpose had benefits; gesturing randomly or without relation to the message did not.
A key distinction in the study was between different types of gestures. The researchers identified “illustrators,” which are gestures that visually represent the idea being explained. For instance, someone might show the width of an object with their hands or trace the shape of a path while describing it. These gestures reinforce meaning and give the listener a second channel of understanding. The study found that illustrators had the most potent positive effect on how speakers were perceived, making them seem more knowledgeable and increasing audience comprehension. On the other hand, “highlighters,” such as pointing to an object or emphasising a single word, and unrelated, aimless movements made little difference to how persuasive the speaker appeared.
Dr Mi Zhou, co-author of the study and an assistant professor at UBC Sauder, explains that audiences often interpret illustrative gestures as a sign of confidence and expertise. When a speaker can physically demonstrate what they are talking about, it suggests they have a firm grasp of their subject. There is also a cognitive benefit for the audience: seeing information expressed visually as well as verbally can make it easier to absorb. In this way, gestures do more than decorate speech; they become part of the explanation itself. Advances in artificial intelligence were crucial in making this insight possible, as previous research rarely had the tools to examine hand gestures on such a large scale. The technology enabled the team to map hand movements with precision and compare them directly with spoken language.
The implications of this research are wide-reaching. Marketers, educators, public speakers, and influencers may find that paying more attention to how they use their hands significantly improves how their message is received. It also opens the door to the design of digital avatars and virtual assistants, which often feel unnatural precisely because they lack the expressive movements humans use instinctively. The study suggests that even minor adjustments in how we gesture can change how others interpret our confidence and clarity. For many of us, hand movements happen without thought, but being more aware of how we use them may be a surprisingly simple way to communicate more effectively. The research reminds us that persuasion is not only about what we say, but also about how we embody the ideas we wish to share.
More information: Giovanni Luca Cascio Rizzo et al, Talking with Your Hands: How Hand Gestures Influence Communication, Journal of Marketing Research. DOI: 10.1177/00222437251385922
Journal information: Journal of Marketing Research Provided by University of British Columbia