A NEW Form of Art Skyrockets Conversion
As a business owner or a professional offering services, you should always look for ways to reach more audiences who can be your potential customers. Unfortunately, with so many marketers advertising online these days, it’s rather hard to get your business noticed. Images are now everywhere and videos are great but it’s rather hard to let your audience watch until the end, for them to avail of the products and/or services you are offering.
So today, I’m going to introduce to you a new form of art that you can use to showcase unique types of ads and get more attention from your target audiences. I’m referring to Cinemagraphs.
We are all familiar with photographs and videos, and if you’re asking what a Cinemagraph is, it is something between the two. “Cinemagraph” is coined by New York photographer Jamie Beck and motion graphic designer Kevin Burg. They used the technique to animate their fashion and news photographsbeginning in early 2011 (Wikipedia).
And instead of spending too many words to explain to you what Cinemagraphs are, let me rather show examples to you…
As you can see, these are still photographers, but some part of them are moving and looping forever. And unlike the commonly known low quality GIFs out there that are usually created for comedy, Cinemagraphs are elegant, subtle, and seamless. If you’re a photographer or videographer, this is a new form of art you might want to start doing as well.
Big Brands Are Using Cinemagraphs to Promote Their Business
Because of the professional look of Cinemagraphs, big brands are now using them to promote their products. Whether it’s in email, blogs, websites or social media, Cinemagraphs are outstandingly sophisticated in nature.
Big brands have fallen to cinemagraph as a marketing strategy because: it is easier to make and also cheaper than video production; its size format allows easy consumption; it is attention grabbing; it keeps viewers eyes engaged; and help brands create more elaborate visual storytelling.
It is proven that Cinemagraphs are more effective than still photos especially in Facebook and Instagram because of its autoplay feature. According to Beck and Burg, Cinemagraphs weredesigned for immediacy to tell in a faster and more alluring way visual stories while mesmerizing through an isolated image and moving element, making it hard to take your eyes away.
This powerful elegance has been used by luxury brands mostly in fashion like Chanel,Armani, Tiffany & Co, Christian Louboutin, Balenciaga Chopard, Stuart Weitzman, and other bigbrands like Toyota, Budweiser, Coca-Cola, Stouffer, General Electric and Honda.
Stuart Weitzman. for example, was the one of the first to use Cinemagraphs and some of the latest and the most advanced video advertising formats on Instagram and Facebook. To influence its customers more effectively the brand is using the custom targeting options integrated within these two platforms to target its audience based on their interests, visits to the website and demonstrated brand attraction. Other fashion brands also apply this strategy like Chanel and Armani.
Also, Cinemagraph ads from the World's leading brands have been popping up all over social media. Companies like Starbucks, Ikea, and Mercedes have been testing out the new medium and seeing astounding results.
To do the same for your business, make sure that you share your Cinemagraphs to your email, websites and social media accounts such as Facebook, Instagram, Twitter, Tumblr, and Pinterest. Being consistent in your brand image is also a factor. Make sure to include your brand logos, colors, tag lines, etc. In addition, team up with influencers to generate a product for your business that follows their structure. They’ll feel comfortable with the product and will share your GIF and/or Cinemagraph on their sites or blogs. In terms of content, turn your previously used content into GIFs and Cinemagraphs to appeal to your audience in a different enticing way. In this way, they will be more engaged onto the product.
So jumping into new marketing strategy like Cinemagraph is worth noting with. Other known brands were successful in using Cinemagraphs. Your business might be next.