The biggest disadvantage of cinemagraphs is that it can be a challenge to make them look good: Everything from the original recording to the final color treatment has to be considered. On Facebook, "engagement rates increased by 85% with cinemagraph social ads, versus the 0.83% increase on still image ads.".Twitter ads featuring cinemagraphs targeted at small businesses "saw an increase of 110% compared to the 1.96% increase in engagement generated by advertisements using still photos.". Compare the following GIF and cinemagraph:Ĭinemagraphs are particularly well suited for advertisements featured on social media platforms, such as Instagram and Facebook, that automatically start and repeat videos.įlixel, a Shutterstock partner, did a compelling case study about a social media campaign by one of its clients, Microsoft: GIFs certainly boost click rates, but the illusion of seamless and continuous movement cinemagraphs create is far less common-and they can be deployed in HD. According to one study featured on MarketingProfs, "72% of email marketers who have used animated gifs or cinemagraphs have recorded higher transaction-to-click rates, compared with bulk emails to the same customers." Studies have shown a significant increase in engagement when rich media is included in digital marketing tactics. Here's a (low-resolution) GIF version of one of them: The content took advantage of the platform's new-at-the-time video looping feature.Įven with new developments in consumer-grade video apps, such as Instagram's Boomerang, Beck's and Burg's cinemagraphs stand out for their craft and composition. One of their first major commercial projects, four Instagram posts for shoe designer Stuart Weitzman, earned over 1,600 comments and 60,000 likes from fans within a few days. Fashion cinemagraphs were soon being used by heavy-hitters such as Vogue's Anna Wintour. The response to these magical images was so overwhelmingly positive, that the pair was able to build a business around them. Your browser does not support HTML5 video.Ĭinemagraphs were invented in 2011 by photographer Jamie Beck and Web designer Kevin Burg for Fashion Week in New York. Here's a beautiful example I couldn't stop looking at when I first saw it: They're hypnotic, mostly still images with artistically rendered, subtle motion-kind of like the moving photographs and paintings in the Harry Potter films.Īlthough there are no marketing silver bullets, cinemagraphs are fairly shiny and new, and they are still rare enough to have impact on your audience. You'll recognize a cinemagraph the moment you see one.
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