Caitlin is a born and raised FL girl. Her passion for creating digital marketing content shines brighter than the Florida sun. Known as THE grammar guru, she has a keen eye for catching the most minute mistakes when it comes to marketing copy. When she isn't knee deep in content, she's living her best life as a fur mom to her three dogs Yuki, Soba, and Kuma.
Social media marketing is constantly evolving. When it comes to social engagement, posts that break from the norm—and are visually unique—usually get the most attention.
Enter the cinemagraph, a new trend you've likely seen big brands leveraging on their social channels.
What's a Cinemagraph?
The best way to describe it is half photo/half video. They most often feature a dominant still photo that has moving video playing on a loop in the background. The final result is a moving photo; an eye-catching visual trick that usually gets people to pause mid-scroll.
In reality, it's just crafty video editing, typically done with software like Photoshop. The magic happens thanks to the video looping seamlessly, creating an uninterrupted effect. To give it the most pop, insiders suggest using a video clip that's no longer than eight seconds or so. More and more brands are tasking their graphic designers with creating unique cinemagraphs to connect with consumers online. (Here's a handy breakdown of how to use Photoshop to get the job done.)
How to Use Cinemagraphs
Cinemagraphs tend to make the biggest splash on social media. One study put out by Flixel found that engagement on Twitter went up 110 percent for cinemagraphs when compared to still images. For Facebook, it was an equally impressive 85 percent.
When crafting them, the idea is to create a balance between the moving video and the still photograph. In other words, you want to strike a balance between the two so that the final product doesn't visually overwhelm the viewer. You also want to differentiate it from traditional video, which is what makes this medium so novel, after all. To pull it off, it's best to position the still image at the forefront, then infuse it with moving video in the background and/or sides of the frame. When done right, a cinemagraph makes the viewer do a double take.
Cinemagraphs can also be highly effective in email marketing campaigns and e-newsletters. Flixel reports that emails that subtly feature images in the form of GIFs and cinemagraphs are more likely to drive engagement than ones with traditional text only.
Bringing Cinemagraphs into Your Medical Marketing Plan
Effective digital marketing, especially on social media, hinges on being in the know and up to date when it comes to the latest trends. The fact of the matter is that most doctors don't double as social media managers or graphic designers. Ren Scott Creative understands this. Our in-house team of digital marketing pros knows the ins and outs of the medical industry—and what it takes to stand out from the pack on every social media platform.