There are no escaping Facebook ads these days. They’re not only on your feed, they appear in the little message bars on the side of your screen, and they’re also masquerading as legitimate posts on your pages.
With all the ads you see every day, people have developed immunity to them. There’s just too much information, too much of the time, and people tend to protect their sanity by selectively filtering out information that they don’t perceive as important.
Make them look
Still, photos are old news…kind of. They used to be the latest innovation in ads when Facebook took them from tiny thumbnails to a size that fills up half the screen on your mobile device, but they just aren’t as captivating anymore. Because they’re so common, most people will scroll past an image without a second glance (unless they’re mind-blowing and unique – which can still happen).
Cinemagraphs, however, take advantage of a person’s natural instinct to notice movement. It’s built into our system. Once something is in motion, your brain picks up on it and focuses on what’s causing the movement- it’s an instinct that has been carried over from our ancestors, and one that we have very little control over.
This alone overcomes the first hurdle of advertising: catching the audience’s eye and their attention. Most of the time, Cinemagraphs are also the key to piquing their curiosity. When people are curious about something, it increases the potential number of clicks drastically.
Video rules, but sound bites
These days, video is king. But most people don’t appreciate a long video, especially in ads. Even more so when they’re browsing through their Facebook feeds and out of nowhere, a video plays with full sound, disrupting their viewing and annoying people around them.
Most people simply mute video ads or start viewing Facebook with all media on mute.
Cinemagraphs eliminate this problem by being completely devoid of sound while maintaining the video component. This results in a marketing tool that is attention-catching but not off-putting.
Another aspect of Cinemagraphs that boost its advantage over a regular video is that it’s relatively easier to load on mobile devices. This makes it even more attractive for people whose market is always on the go and viewing their feeds from their phones most of the time.
How do Facebook ads benefit from Cinemagraphs?
Facebook users are now prone to ad fatigue and information overload, and by providing something unique and stimulating, Cinemagraphs may just be the solution that marketers have been looking for.
Cinemagraphs engage the audience in a way that has been previously impossible with still photos. Because only a single aspect moves, it has the potential to intrigue. Cleverly done, it makes the audience take a second look, potentially even opening avenues for discussion, and definitely driving more click-throughs to your page than ever before.
Get your Facebook ads moving (literally and figuratively) sooner than later. We’re keen to help you.