If your content does not engage and resonate with your audience, you have wasted your time and money. Your content needs to draw attention!
According to a 2015 study by Microsoft, a human’s average attention span dropped from 12 seconds in 2000 to 8 seconds in 2015.
The culprit? Increased digital lifestyle. In fact, the report revealed that humans are “easily distracted by multiple streams of media.”
It is now more difficult than ever, to catch the attention of the audience online. A shorter attention span makes it more difficult for brands to catch their audience’s eye. Marketers now have to be more creative and find other types of content to cut through the noise.
This is where cinemagraphs come into play.”
Why Should You Use Cinemagraphs?
Coined by Kevin Burg and Jamie Beck in 2011, cinemagraphs are still images that feature subtle movement. Following that year’s New York Fashion Week, it became popular among fashion brands.
In fact, Stuart Weitzman tasked Burg and Beck to create a series of targeted ad campaigns on Instagram using cinemagraphs. This resulted in a press coverage from Ad Week with more than 1,600 comments and 60,000 likes.
Meanwhile, A&E networks commissioned Flixel to create spooky cinemagraphs to help promote the new season of Bates Motel on Facebook. The initiative garnered so much organic attention that the network decided it was not necessary to purchase sponsored posts for their cinemagraphs.
Microsoft also used cinemagraphs during their social campaign to promote their line of Surface products. They used a combination of moving pictures and still photos on Facebook, Twitter, and Instagram ads to compare how each medium impacted audience engagement.
The campaign brought in incredible results in just eight days:
- Twitter ads that featured cinemagraphs saw a 110% increase in engagement vs. ads with still images which only had a 1.96% increase in engagement
- Facebook ads that featured cinemagraphs saw an 85% increase in engagement vs. ads with still images which only had an 0.83% increase in engagement
- Instagram ads that featured cinemagraphs saw a 45% decrease in cost per engagement compared to those that used still photos
Why do cinemagraphs work so well in catching your audience’s attention? Flixel Co-founder, Mark Homza, explains:
“Static images are everywhere, and video is an amazing format but people have to commit time to watch it and invest in a narrative or a story. Cinemagraphs provide a great balance.”
Engaging with Your Online Audience Using Cinemagraphs
Now that you know why you should add cinemagraphs in your social media design arsenal, here are four ways you can use this medium in your digital marketing campaign:
1. Banner Ads
Being bombarded with banner ads can be annoying. Cinemagraphs are a great alternative to this kind of digital advertising, as their subtle movements “hypnotizes” a person to delve into the ad.
2. Website Design
Aside from the hypnotic, subtle movements of cinemagraphs, these moving pictures are easy to embed on a website. It works just like a YouTube video embed code and allows high definition auto-play and auto-loop functions. These features make your cinemagraphs an ideal piece of visual content on a mobile-responsive website.
3. Email Marketing
There is a growing trend in email marketing that uses GIF to catch a reader’s attention. After all, it is one of the most effective channels that drive website traffic and leads. So, if you are looking for new tactics that will keep your subscribers engaged, now is a great time to test the effectiveness of cinemagraphs.
4. Social Media Marketing and Advertising
As mentioned earlier, cinemagraphs can skyrocket your engagement and decrease your ad spend. If you are still a skeptic, try to experiment and see what this type of visual content can bring to your social media channels.
More brands are using cinemagraphs to keep their online audience engaged. Now is a great time to get the first-mover advantage. We help brands create living photos that can boost engagement and conversions for your brand.
Click here to see how we can help you.