“In an attempt to cut through the noise, marketers are increasingly experimenting with new visual tricks and gimmicks designed to make consumers stop and take notice, if only for a second or two. Cinemagraphs – still photographs incorporating looping video elements – are a recent example of such a tactic.”
– Wall Street Journal
Cinemagraphs are a relatively new media form coined by photographers Kevin Burg and Jamie Beck. The technique was used by Burg and Beck to animate their fashion and news photographs beginning in early 2011. Cinemagraphs are a cross between images and video. They have elements of stillness with elements of movement as well.
A cinemagraph is technically just a GIF, but aesthetically the cinemagraph — when well executed — can deliver much more depth and impact than a purely static image or video clip. It is a moment, both with and without time, which can create a lasting impression for brands.
One main usage of cinemagraphs is due to the fact that organic Facebook reach is dwindling as more brands are competing for a limited number of spots in the News Feed. Cinemagraphs are eye catching and are often successful in causing viewers to do “double-takes” at their timelines.
Cinemagraphs can be used across a variety of web and social platforms including email, Instagram, Facebook, Tumblr and Twitter.