As auto-play videos is now being fully established on Facebook, the social network is looking into ways to increase the quality of the ads displayed in the News Feed. A new ad format called a cinemagraph could be the answer and it is expected to start appearing soon.
The cinemagraph is nothing new – it’s moving GIFs, but with the motion being restrained to just a few parts of the image. The effect is quite hypnotic and certainly attention-grabbing especially when played in a loop, a feature Facebook just added to Instagram this month.
Facebook doesn’t support animated GIFs but cinemagraphs can be loaded as a video and is thus hoped to become a new effective tool for marketers.
The original pioneers of the cinemagraph, visual storytellers Jamie Beck and Kevin Burg of Anne Street Studios, have created these kinds of images for Tumblr for years, that are now being shared all over the web as beautiful showcases of what is to be expected.
Jamie Burg and Kevin Beck have done Tumblr ads for Saks Fifth Avenue and Lincoln Motor Co. It has helped luxury brands like Chopard to create cinemagraphs for organic social campaigns.
The duo has told that they were just playing around when they discovered this idea of “isolated motion”. They thought the format would be ideal for advertising as people just could not stop staring at them – sweet music for both advertisers and Facebook.
Besides these examples from Anne Street studios, several brands have already tried to implement the format into their content mix.
Never one to shy away from unique visuals, General Electric used a cinemagraph to show the capabilities of its at home jet engine assembly kit.
To offer a sneak peek of the next generation Ridgeline from Honda, the car brand also used a cinemagraph.
The Fashion house Burberry is always worth following to stay updated on what’s trending within cool content, and cinemagraphs are no exception. Burberry has recently used the format to promote the recently held fashion show in London and for new product introductions.