Magazine article ADWEEK

Facebook Hopes Marketers Press Play: Taking a Page from Tumblr, the Social Network Shows Brands How Cinemagraphs Are a Captivating Way to 'Hack' Video

Magazine article ADWEEK

Facebook Hopes Marketers Press Play: Taking a Page from Tumblr, the Social Network Shows Brands How Cinemagraphs Are a Captivating Way to 'Hack' Video

Article excerpt

What if there were an ad that you just couldn't draw your eyes from? It's oddly captivating, almost hypnotic, and it would halt your thumb from scrolling further down your Facebook feed.

There's one such creative format that is only now catching on as the digital world's equivalent of the glossy magazine ad: cinemagraphs. And Facebook and Instagram, which the social network owns, want more brands trying them out as it quietly introduces advertisers to the potential of this half-video, half-photograph style, according to digital marketing insiders.

"You're going to start seeing a ton of these on Facebook," said one advertising executive who has seen a guide produced by Facebook for marketers called "Hacking Facebook Autoplay."

Cinemagraphs have been around for a few years, made popular by two artists well-known in ad circles, Kevin Burg and Jamie Beck. The format is a type of GIF, a photo in which only a piece of the image is subtly moving.

The style has been used in ads on Tumblr created by Burg and Beck, and now Facebook is giving it a whirl.

"Because of autoplay, brands need to be doing more with this stuff," the ad exec noted. "This is something that plays out with motion in the feed that's cool."

Some brands already have shared cinemagraph-style posts to Facebook, including Stouffer's and Coca-Cola. One of the common uses is to have steam wafting off a hot dish, for instance.

Facebook has only been able to support such creative because of its autoplaying video, which sets the images in motion without users having to click a button. …

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