We’ve saved you the trouble of fetching your compass and binoculars and voyaging out into the Great Unknown of Cyberspace to learn just how to effectively use cinemagraphs. Use the guidelines below to help light your way:

First things first: What is a cinemagraph?

Cinemagraphs are still photos in which a minor and repeated movement occurs, forming a video clip. They are published as an animated GIF or in other video formats, and can give the illusion that the viewer is watching an animation.

So, why is it important that you utilize cinemagraphs in your destination’s marketing efforts?

• Delivers better performing ads
• Cinemagraphs perform up to 9x better than still photographic imagery
• Lower production costs – Cinemagraphs can be utilized across multiple online platforms
• Enhanced storytelling – subtle hint of motion that longform video doesn’t capture; mystique
• Higher conversions
• Only need a few seconds of video as opposed to lengthy production
• They’re intriguing, eye-catching, mysterious-People can’t take their eyes off of them

Cinemagraphs on Social Media – Best Practices for Destinations

• STOP using gifs, all major platforms now support mp4
• Except for email, you still have to use gifs for that
• Instagram/FB/Twitter/Snapchat – the cinemagraphs autoplay (length restrictions)
• Cannot use 4K video
• 720p minimum
• Design with no audio in mind as most will be viewed sans audio – include captions where needed

Facebook Overview

• 4 Ways you can use: regular posts, profile video, cover video, ads
• Regular posts – If below 30 seconds, it will autoplay. Recommended time is no more than 15-20 seconds
• 30 FPS
• 1:1 ratio (square) dimensions are performing best
• Ideal is 30FPS and resolution of 720p
• Video settings: ensure that you check “HD if Available”, ensure that the videos are displaying on our channel at the highest quality
• Facebook cover specs: 20-90 sec in length, auto-play and auto-loop, crop: 820 x 312, start playing with sound muted

Instagram

• Minimum of 3 seconds in length
• Auto play and auto loops
• 30FPS and resolution of 720p
• Aspect ratio of 1:1, 4:5, 16:9
• “Follow hashtag” feature

Instagram Stories

• Max of 15s
• Auto play, but do not auto loop
• Aspect ratio is 9:16 is best
• Cinemagraphs in real-time conversations

Vertical v.s. Horizontal formats

Vertical – Use full real estate, easier to see motion, better visual experience
Landscape-use less real estate, more space for text, tags, etc., limited visual experience

Twitter

• Upload up to 140 sec of video
• All videos auto play
• Twitter is showing more video (algorithm)
• Auto loops for 6.5 sec and under
• 1:2.39 or 2.39:1
• 40 FPS
• Use HD video as opposed to GIF

Snapchat

• Max of 10s
• Auto play and can auto loop in snapchat story
• Auto play and auto loop in Chat
• 9:16 to use full vertical real estate
• Import to memories, then import into stories in order to fully maximize cinemagraph-if you don’t take these steps, it will bring in a little intrusive sidebar

Pinterest

• Doesn’t have native video support yet
• Have started rolling out video for advertising
• Can use a GIF
• Can use them using youtube embed codes using the “web option”, it will autoplay. Shared directly in Pinterest using “share in Pinterest” as opposed to operation and exporting from Youtube interface

Want more? We wrote another article on 2018 Design Trends for your viewing and learning pleasure.

Blog Feature 1 Destination Marketing