Dive Brief:

• Facebook is hoping a new style of "hypnotic" ads will catch user eyeballs in the social network's newsfeed. 
• The ads, called "cinemagraphs," have just one part of a photo that moves in a loop motion, a process called "isolated motion."
• Tumblr has previously utilized cinemagraphs from Kevin Burg and Jamie Beck's Ann Street Studio for ads from renowned brands like Lincoln and Saks Fifth Avenue. Facebook has now commissioned the agency to help brands create cinemagraphic ads for its platform. 

Dive Insight:

Cinemegraphs have an enchanting quality that's neither fully cinematic nor photographic. The isolated motion draws the eye, which is exactly what Facebook wants for its ads. The animation opens up a host of marketing opportunities on social media, but it's too soon to tell if cinemagraphs will see sustained success or not. Expect cinemagraphs to start appearing on other platforms.