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Jan 26 2016

(Very) Moving Pictures

We’ve seen image-based digital content evolve from heavy-handed clip “art” to nearly theater-quality movie files. Video has become the essential story-telling tool for all manner of brands. It is available in an increasingly wide variety of structured formats, as well as standard point-and-shoot films. Hardware needs can be as basic as a tablet, smartphone, or camera, along with a tripod and lavalier mic; when not bundled into an app, intuitive editing software is easily mastered.


From straightforward demonstration videos to interviews with thought-leaders, videos bring viewers into the message. More than 50% of marketing professionals single out the medium as having the best ROI of all content types; Forrester Research reports that the chances of getting a page-one listing on Google increase 53 times with a video asset.


Screen Shot 2016-01-26 at 2.20.07 PM

Vine is a short-form, video sharing service; the app produces six-second video loops that can be oddly mesmerizing. Owned by Twitter, Vine (supported by iOS/OSX, Android, and Windows operating systems) currently has 200 million users, making it an appealing vehicle for mobile marketing. Think of Vine as the video equivalent of “Headline News”; its abbreviated length is compatible with too-busy viewers—not to mention short attention spans.


Even the humble GIF (Graphic Interface Format) can tell a story. Firmly grounded in pop culture, it’s essentially a visual one-liner. Its simple, low-tech animation quality makes it suitable for humorous, ironic, or satirical subject matter. But in the hands of architect Axel de Stampa, whose Architecture AnimĂ©e project is excerpted in the above clip, the format offers a thought-provoking way of looking at space, time, and form.

Many cameras feature GIF-creating modes. Online generators abound; one of the best is Giphy, which also offers creative content services to clients.