To keep every single eye mesmerized on their content, brands are taking advantage of the sheer sophistication of cinemagraphs as their quest for creating snackable formats that exceedingly attracts attention continues.

Since cinemagraphs are a cross between images and video, they incorporate a good blend of stillness and movement. Whether it is for newsletter, blog post or social media, they are increasingly on show on our screens. Although these moving pictures have been present for a while now, more brands are harnessing the power of these captivating GIF slash video hybrids to initiate engagement on various social media. Tumblr, for instance has the most number of animated GIF images, given the fact the most brands started posting cinemagraphs in this platform years ago.

However, in response to Facebook’s autoplay video and Instagram’s ability to play videos in an instant, cinemagraphs work best on these platforms now. This allows advertisers to create a unique experience for their target following, which neither static imagery nor video content can.

“Advertisers and brands have really shown a lot of interest this year. Instagram and Facebook have brought about a lot more interest in advertisers using cinemagraphs,” said Kevin Burg of Ann Street Studio which has been creating cinemagraphs for brands since 2012.

Co-founder and chief creative officer of Flixel (a Toronto-based startup cinemagraph and services company) Mark Homza said, “Static images are everywhere, and video is an amazing format but people have to commit time to watch it and invest in a narrative story.”

“Cinemagraphs provide a great balance. They take the best of photography and best of video, and there’s an immediacy about it that captures people’s attention. From an ad perspective, they’re non intrusive and non-disruptive.”

Brands are expressing favours over cinemagraphs as part of their visual campaign to further exhibit their companies’ artistic culture as well as to build intrigue. Because of its structured elegance, cinemagraphs are turning to be one of the most exhausted visual toolkits of luxury brands like Chanel, Armani, Tiffany & Co, Christian Louboutin and Balenciaga.

“It really feels like advertising agencies are starting to see the potential here. Not because it’s new and trendy, but because there’s real value,” said Mr. Burg. “There’s a stickiness to it. People want to look at it.”

So, why have brands favoured cinemagraphs?

  • They are incredibly alluring moving images that easily promote engagement between the brand and their target audience.
  • They add another layer of elegance that makes viewers captivated. Their attention-grabbing quality doesn’t resonate distraction or annoyance.
  • They are a cost-effective way of establishing a brand name and they are easier to make than video.
  • They help brands deliver a more intricate visual storytelling.