Cinemagraphs, or still photographs that include a minor and repeated movement to form a video clip, is a term coined by U.S. photographers Kevin Burg and Jaime Beck in early 2011. Cinemagraphs are more than just GIFs; they can provide an artistic component to a basic social media post. Over the past few years, people have tested its impact in advertising campaigns.
Most social platforms have updated their formatting to handle video-playing capabilities, thus, increasing that type of content. Including cinemagraphs in your social media post has an organic reach that is 71% higher than still photographs. It also increases the click-through rate by 117%. However, just because you can use cinemagraphs, doesn’t necessarily mean that you should. Here’s how you should incorporate cinemagraphs into your social posts:
- Factor it into the story. You don’t want to upload cinemagraphs for the purpose of uploading one. It is important to create a context surrounding them. That way, your followers understand what they are and connect/interact with them more.
- Keep it short. A short and simple movement is way more impactful than a longer video with multiple things moving around. The purpose of cinemagraphs is to showcase something in a simple and beautiful way.
- Capture emotion. The movement in cinemagraphs captures emotion that you might not read directly from a photo.
- Engage followers. As most social platforms incorporate the video with auto-play options, cinemagraphs grab and engage your followers’ attention. It’s no surprise that the organic reach and click-through rate increases by using cinemagraphs.
Want to learn more about cinemagraphs and if they are right for your brand? Kraus Marketing specializes in Social Media and SEO and serves companies in the NJ & NYC area. Inquire about our services by calling (973) 998-5742 or contact us online.