Cinemagraphs - Living Images
In its simplest terms, a cinemagraph is an element in motion in an otherwise static photo. It exists in the realm between a photo and video. The creators, Kevin Burg and Jamie Beck, created the first cinemagraph in 2011 and have since harnessed the beauty of cinemagraphs in major campaigns across the globe.Some notable companies using cinemagraphs as a new alternative to still content include The Lincoln Motor Company, Stuart Weitzman, and as seen below, Oscar de la Renta. Cinemagraphs do a fantastic job of adding an element of luxury and cinematic feel to any once-static photo.
However, a cinemagraph's ability to catch attention has become a new and exciting tool for more than traditional high-end retailers. Cinemagraphs are being used by various types of companies across multiple different industries. From IKEA, Heineken, Dunkin' Doughnuts, and even Walmart - every company seems to be hopping on the cinemagraph train, which has no intention of stopping anytime soon.
FUN FACT : Cinemagraphs were named one of the top web design trends for 2016
Why are companies using cinemagraphs?
- Small format and short length allows for easy consumption- They're easier and cheaper to produce than videos- Super user-friendly when it comes to consumer engagement and sharing- A more interesting approach to storytelling - their subtlety is intriguing to your audience- Optimized for Facebook, Twitter, and Instagram
How are companies using cinemagraphs?
- As a new form of digital art and social media tool- Content to feature in campaigns (email for example) , and making content more memorable- To promote new product launches, events, and promotions- To highlight a specific element or feature which peaks consumers' interestCinemagraphs are far more than a fad or trend. Their ability to create valuable unique content will make them a lasting visual medium for campaigns to come. Even though they're nicknamed "The Rich Man's GIFs", your own cinemagraphs don't require the expertise of a professional. Check out Flixel- it's a great source for all things cinemagraph.
Feeling inspired?
Want to learn more about GIFs?
You might be interested in our recent post:
The Gift of GIFs
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