By Brent Brooks
Sometimes it seems like the Internet exists for two reasons: social networking and cat videos. With the addition of videos in newsfeeds, Facebook meets both those needs.
For the past two years Facebook has been slowly and not-so-subtly introducing autoplay into the videos in our newsfeeds. Some people like this update. Now you don't even have to click "play" to watch the video your friend posted of those two adorable kittens fighting with lightsabers; the video will just play automatically!
On the other hand, some people are not as enthusiastic about Facebook using autoplay on all the videos in their newsfeeds. Videos with autoplay enabled means more disruptions, slower loading, and even data overages for some mobile users.
The good news is that there may be a compromise. Advertisers have been playing with a new ad format called cinemagraphs. A cinemagraph isn't just a photo, and it isn't quite a video. In a cinemagraph, small parts of the image move, almost hypnotically, though there is no sound. Some common examples of the use of motion in cinemagraphs are hair flowing in the wind or steam rising off a bowl of hot soup.
Many marketers are already using Facebook video to implement cinemagraphs. Because they are eye-catching and visually captivating, they have a higher clickthrough rate and people love to stop scrolling and stare. It's a win-win for marketers, and allows viewers to enjoy the ad without being bombarded with unexpected sound and a slower page load.
So if you are looking for something different to advertise your business, look no further than cinemagraphs. The isolated motion brings elegance to your ad that wasn't possible before autoplay.