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Social Native

Driving Better Performance With Lightweight Motion Video

March 22, 2018

Bhaji Illuminati

People are scrolling through 300 feet of mobile newsfeed daily and we're finding that when they make stops along the way, it's to engage with videos. In fact, according to Facebook, the average dwell time of a video is 5x that of a static image. With video marketing becoming the go-to medium for driving engagement and conversions, the challenge presented to marketers becomes: how can I produce enough high-quality video to capture consumer attention?

Polaroid found that videos have a shelf life of eight days before consumers become fatigued and numbers dip. So, not only do marketers need to produce videos to cater to multiple consumer segments, they need a continuous stream of them. That is a daunting and expensive feat! This is opening the door for lightweight video marketing solutions, which have shown promising results including a 39% lower cost per conversion. Below are a few emerging formats that brands are using to add motion to their ads.

Motion Stills

A photo editing method where motion is added to a static image by cutting various elements apart and recreating with the "frame-by-frame" technique.

Stop Motion

An animation technique where objects are moved in small increments between photographed frames, creating the illusion of movement when played.

Cinemagraph

Still photographs in which a minor, repeated movement occurs, forming a video.

Short-Form Video

A video form that tells a story or conveys a message in 30 seconds or less.

Brands are adding lightweight motion to the static images already in their library or sourcing user-generated content (UGC) creators to create short-form branded videos. By adding motion or even the illusion of motion in this way, brands are reaping the benefits and high-performance rates of video ads without the drawn-out production time or the expensive tab.