Social platforms and apps are blurring the distinctions between how we consume video and still pictures.
Instagram Stories (showing a stream of photographs and/or video clips) apps like Boomerang (which loops a short clip of video) and the popularity of Gifs mean that we consume visual media in so many ways that video producers are rethinking how they create shortform content for clients, in b2b as well as b2c markets.
One of the latest examples of this is cinemagraphs, a word that reflects the combination of Cinema (moving image) with photograph (still image). Although still a Gif file, they’re made from either a series of photographs or video footage, composited so that a chosen element moves in contrast with the stillness of the rest of the image. Cinemagraphs are usually designed as the end product of a creative process, whereas a regular GIF is made from existing content.
Pioneered by two New Yorkers from the fashion world in 2011 they’ve become popular with brands wanting to create something engaging and unique for digital campaigns. Their small file size makes them ideal for creating richer experiences for social content, websites, email and newsletters.
SO WHY SHOULD YOU CONSIDER USING CINEMAGRAPHS?
- They drive engagement
They're innovative, grab attention and have a much higher click-through rate than still images.
- They're versatile
Small file sizes mean cinemagraphs won’t be blocked by data restrictions and can be used across social media, websites, email and newsletters.
- Maximise value
Cinemagraphs can be made quickly and easily so are a great way to get more value from a video or photo shoot or repurpose old content.
Marketing now has to work faster than ever. Cinemagraphs are engaging and absorbed in an instant.