Cinemagraphs in Content Marketing
With the new year losing its novelty, brands and marketing managers are doing more and more to embrace content marketing. While content marketing is not a new concept, innovative and exciting ways to implement content marketing strategies are being developed every day. The newest bright, shiny object is a cinemagraph. Cinemagraphs are largely being used for visual storytelling, much like virtual reality is being adapted in this same way. Cinemagraphs’ diverse benefits include having video-like movement, a beautiful static image and a hassle-free experience by not having to press play.
What is a Cinemagraph?
Developed in 2011 by photographers Kevin Burg and Jamie Beck, cinemagraph is a compound word that combines the words cinema and photograph – simple enough. More specifically, it’s a combination of a moving image and a static image. Typically, it combines two parts of an image that both should be moving, but only highlights one of those moving objects, which tends to catch the eyes of the viewers. The moving part of the image is essentially running in a loop to keep that constant motion. It possesses that same characteristic as a GIF.
Since cinemagraphs are a relatively new concept, you won’t find them easily, but a quick hashtag search for cinemagraph on Instagram, where they’re well showcased, will show how cinemagraphs are artistic, captivating and truly disrupting. Brands who have adapted this content marketing tool have found that cinemagraphs receive 71 percent more organic reach than static photographs.
Is It Right For You?
While some may disagree, cinemagraphs aren’t right for every brand. Brands that showcase nature, travel, food, fashion, drink, and lifestyle tend to have an easier time generating creative for the cinemagraphs within their content marketing strategy. If you’re considering implementing cinemagraphs into your content marketing strategy, consider these four tips first.
- Keep the cinemagraph short and with meaning. Don’t create a cinemagraph if it does not correspond well with some of your other content marketing pieces or your overall brand messaging. Find beauty in the minutia.
- Try to tell your story with the cinemagraph instead of telling your story through a blog and adding a cinemagraph. If a picture is worth 1,000 words, how much do you think a cinemagraph is worth?
- Try to find a visually stunning photograph or video that will really make an impact.
- Replace video opportunities with cinemagraphs to lower overhead cost and make your content marketing efforts more impactful for your investment.
The Contentinators® can produce cinemagraphs, as well as other content marketing tools like blogs, landing pages, video, infographics and more. If you need assistance telling your brand’s story, contact us today by calling 866-471-4748.