While some people might say that these are just artsy animated gifs, we can’t deny that the way these photos are brought to life is hypnotic and reminds us to the magical pictures from Harry Potter. The concept has been around for a few years, but according to ADWEEK, Facebook is going to be experimenting with Cinemagraphs in their ads.
Here are a few tips you should take into account if you are thinking about implementing Cinemagraphs in your marketing campaigns:
Creating a Cinemagraph
In essence, a Cinemagraph is an animated gif that one could create using tools like Adobe Photoshop or Fireworks. However, there are specific applications that can be used to create Cinemagraphs. Check out Flixel, an application oriented specifically to create these attractive animations in a short period of time.
High Quality Cinemagraphs work well in social media sites such as Tumblr, Google + or Facebook. If you are planning to use them in emails, be careful with the size of the generated GIF. Although image size does not affect deliverability, email load time can affect your open and click rates. Also keep in mind that newer versions of Outlook (2007, 2010 and 2013) won’t show the animation. Instead, they will show the first frame of the animation so make sure your first frame has the vital information you want to display to your audience.
Using relevant and fun Cinemagraphs can make a difference on your conversions. Different reports show that using animated gifs in email increased conversions by 20%. A case study recently presented by Dell shows that by using relevant animated gifs, conversions where increased by 109%!
Make sure that you test Cinemagraphs in different campaigns and channels and that you are able to generate report on conversions in order to understand whether this strategy works for your brand.
Although one could say that this technology does not differ much from an animated gif, it does bring a fresher look to static ads, and the fact that Facebook is looking at it means that you should be ready to see more ads done with Cinemagraphs soon.
But enough of my ranting, let’s the images speak by themselves: