Cinemagraphs in Product Messaging

You looked at this for 5-15% longer than you would a still image.
From subtle surprises to compelling contexts, cinemagraphs are a novel approach to telling brand stories. Inhabiting the world between video and still photography, this promising visual expression helps brands establish a unique presence in social media. Originating in the fashion world, Cinemagraphs are now showing solid marketing potential in many areas. Studies show they keep a user on an image 5-15% longer and drive higher click throughs than stills. According to creator Flixel, Panasonic’s Lumix cinemagraph banner ad was clicked 60% more than the static version. Unlike video, they are not bandwidth-heavy. Coca Cola’s first cinemagraph got 35,000 likes on Tumblr during the first 24 hours! The best cinemagraphs…

  • Delight, Surprise and Spark Interest.

    The context is compelling, the movement is unexpected, subtle and eye-catching.

  • Put focus on brand experience.

    Powerfully convey your brand's essence in an instant.

  • Show how-to moments engagingly.

    Teach your viewer how your product works in a fresh, innovative way.

  • Give your best content more mileage.

    Leverage your cinemagraph to give a second life to your best content from events, product showcases, or video shoots.

  • Share a Convincing First-Person Perspective.

    Draw us into your world so we'll want to stay awhile...

  • Provide a window in to a desired lifestyle.

    Show us how your product greatly enhances quality-of-life and invite us to glimpse an optimal way to live.

  • Are not traditional animated GIFS.

    Elements isolated for animation should be small, subtle and pacing should be relaxed not frenetic (looping should be seamless). Cinemagraphs that show too much movement in the frame, or rapid movement, will annoy your viewer, not entice him or her, making them more like old-style GIFs.

Some of my favorites (left to right: Ecco Domani campaign, Christian Louboutin campaign, Armani's "Seeing New York," image at top Ermilio Bow, all © 2011, Jamie Beck and Kevin Burg of Ann Street Studios; Barber Shop by Zhang Luosheng
Coming Next: What Makes an Ineffective Cinemagraph: Five Things NOT to do. (Hint: avoid excessive eye movement, frenetic looping, and any gratuitous movement that does not support and enhance your message.)