Cinemagraphs are all set to revolutionize Facebook and its photo sharing site Instagram. Facebook has been encouraging marketers to adopt cinemagraphs in their ads with the hope of capturing more viewer attention through these photo-video hybrid pictures.
What is a Cinemagraph?
Cinemagraphs are still photographs with a subtle and repeated movement in them in a specific part of the image against the larger backdrop of the still image. They are basically animated GIF images which can give one the illusion of watching a video. They are made using seamless juxtaposition of sequential photographs or a video recording. The term ‘Cinemagraph’ was coined by Kevin Burg and Jamie Beck in 2011 when they used this technology to animate their fashion and news photographs.
Cinemagraphs in social media
Cinemagraphs have been seen in Tumblr for quite some time but have only recently made their entry into Facebook and Instagram. Even though Facebook does not support GIFs, its auto-playing feature and the looping video feature in Instagram supports display of Cinemagraphs.
Cinemagraphs are eye-catching and captivating. No wonder they are quickly making their way into advertisements. Coca Cola’s ad of a red can of coke beside sparkling, blue water has been so popular, it has been shared more than 80,000 times. The TIME magazine calls these ads hypnotic and predicts that they will storm Facebook ads this year.
Social media posts and ads that use cinemagraphs receive 5 times the click-through rates compared to still images and drive higher engagement. Today, a person browsing the web is bombarded with images, banners, posters and videos. A cinemagraph comes as a breath of fresh air and makes your ad or image really stand out. They are mesmerizing and what’s more, they strike a balance between loud videos and boring, still images.
Cinemagraphs make people want to keep looking at them, which is every advertiser’s dream. And, now they are really easy to create with iPhone apps.
Cinemagraphs are increasingly replacing videos in online advertising. When it’s hard to catch a viewer’s attention, getting them to spend time watching a video is really hard. Static images, at the other end, can be dull and uninspiring. Cinemagraphs are elegant, do not take up time and can quickly get your ad the attention you seek.
All said and done, cinemagraph is simply yet another trending tool for social media marketing. Time to get on to this bandwagon?
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