Introducing the cinemagraph, the captivating image format taking the digital world by storm.
Similar to animated GIFs, cinemagraphs are photographs that show continuous motion in an isolated part of the image. The term was coined in 2011 by photographers Kevin Burg and Jamie Beck, who have recently created some beautiful Tumblr ads for the likes of Ecco Domani and Lincoln (see below).
So where does Facebook fit into all of this?
Yesterday an ‘unnamed ad executive’ reportedly told Adweek that Facebook released a guide for marketers called “Hacking Facebook Autoplay,” adding:
“You’re going to start seeing a tonne of these on Facebook. Because of auto-play, brands need to be doing more with this stuff. This is something that plays out with motion in the feed that’s cool. Advertisers buy it just like video.”
So far there has been no official comment by Facebook on this story.
Done well, this image format can be mesmerising, which is obviously something of interest to digital marketers. However, as was mentioned above by Adweek’s mysterious source, at present Facebook does not support animated GIFs. So any kind of cinemagraph-style image has to be uploaded as a video file.
This is where things get a little tricky. See, video ads on Facebook are automatically optimised for views. This is fine if your objective is awareness and reach, however, if you’re wanting community engagement, cinemagraphs may not be the best ad format for you.
Regardless, we’re really excited for the potential of these ads and can’t wait to see more of them popping up around the place. In fact, we were so excited we decided to create a cinemagraph of our own…
(Special thanks to Lachlan, male model extraordinaire)
Jona Peck is a Digital and Content Specialist at BCM