Get the Picture: Bringing life to your institution’s digital marketing with GIFs and cinemagraphs
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We all understand the power of imagery in our social and web platforms, but what can we create beyond standard photos and videos? Animated text, GIFs, and cinemagraphs are eye-catching methods to engage with your audience and have fun while you do it! By creating our own content rather than appropriating pop culture memes, we develop content that better represents our unique institutions amd their culture and traditions. In this session, we'll examine methods to create compelling visuals with Adobe products or specialty design apps. You'll walk away with step-by-step instructions and best practices for producing your own GIFs, animations, and cinemagraphs!
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Get the Picture: Bringing life to your institution’s digital marketing with GIFs and cinemagraphs
- 1. LINDSAY NYQUIST DIRECTOR OF DIGITAL COMMUNICATION & ANNA MCBRAYER GRAPHIC DESIGNER FORT LEWIS COLLEGE
- 2. THE POWER OF THE IMAGE
- 3. THE POWER OF THE IMAGE
- 4. THE POWER OF THE IMAGE Almost 50% of your brain is involved in visual processing. NeoMam 70% of all your sensory receptors are in your eyes.
- 5. THE POWER OF THE IMAGE Tweets with images receive 150% more retweets than tweets without images. BufferApp, 2016
- 6. THE POWER OF THE IMAGE Facebook posts with images see 2.3X more engagement than those without images. BuzzSumo, 2015
- 7. THE POWER OF THE IMAGE When people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. Social Media Examiner, 2016
- 8. LET’S TALK ABOUT GIFS, BABY
- 9. WHAT IS A GIF? • (Acronym) GIF - Graphics Interchange Format. • (Noun) - A GIF is a never ending loop of images or video clips – or a still image • (Verb) To GIF is to create a GIF file.
- 10. WHY ARE GIFS SO FUN? • Can convey emotion better than a photo • Connect to cultural references • Give you a light-hearted attitude and be fun • Simply stand out!
- 13. MODIFYING EXISTING GIFS At Columbia College SC, bills to students accidentally were sent before financial aid was applied … Callie Goodwin, 2017
- 14. Make sure you know the cultural background of an image before use. ARE POP CULTURE GIFS APPROPRIATE?
- 15. ARE POP CULTURE GIFS APPROPRIATE? Make sure you know the cultural background of an image before use.
- 16. ARE POP CULTURE GIFS LEGAL?
- 17. Forbes, 2016 According to Peter Van Valkenburgh: "As of October 2013, there is no U.S. case that definitively states whether creating a GIF made from copyrighted material is or isn’t copyright infringement.” Because of this, whether or not usage of a GIF is legal depends on whether or not that usage falls under the doctrine of ‘fair use.’ ARE POP CULTURE GIFS LEGAL?
- 18. Forbes, 2016 Generally, something is considered fair use when the original material is used for a limited and "transformative" purpose, such as commentary, criticism or parody. ARE POP CULTURE GIFS LEGAL?
- 19. Forbes, 2016 According to Adweek: "... the only way to post an animated GIF of a celebrity on your business page without risking legal trouble would be to get the permission of everyone featured in the clip, the copyright holder of the original recording and (just to be safe) the person who actually made the GIF.” ARE POP CULTURE GIFS LEGAL?
- 20. HOW CAN I SAFELY USE GIFS? MAKE YOUR OWN!
- 21. BEST PRACTICES: CONTENT • Show unique traditions or locations on campus • Show your institution’s personality • Explain a process or how-to • Acknowledge people who interact with you (thank yous, congratulations) • Tell a story • Create a micro-presentation • Get more mileage out of an ad or print piece • Animate data • Show a sneak peek or behind the scenes Buffer, 2017
- 22. MAKING YOUR OWN GIFS LEVEL: BASIC
- 23. MAKING YOUR OWN GIFS LEVEL: BASIC VIDEO 1. www.giphy.com 2. Create 3. GIF Maker 4. Upload a video file or a YouTube link 5. Be creative! LOOK AT IT LIVE
- 24. MAKING YOUR OWN GIFS LEVEL: BASIC SLIDESHOW 1. www.giphy.com 2. Create 3. Slideshow 4. Upload multiple image files (same size) 5. Adjust speed and order 6. Be creative! LOOK AT IT LIVE
- 25. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO
- 26. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO Step 1: Open your video in Photoshop • Open Photoshop. • File > Import > Video frames to layers
- 27. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO Step 2: Choose parameters • Selected range only • Limit to 2-5 frames • Make frame animation • Slide to clip only the part that you want
- 28. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO Step 3: Set your workspace • Window > Layers • Window > Timeline
- 29. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO Step 4: Edit your video • Select all layers and click the crop tool • Select all layers and choose Image > Image rotation • Choose top most layer and choose Layer > New adjustment layer > Adjust settings
- 30. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO Step 5: Preview in Photoshop
- 31. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO Step 6: Export • File > Export > Save for Web (Legacy) • Choose parameters: GIF, colors, image size, looping options: forever
- 32. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO Step 7: Test gif in browser • Drag your file into your web browser to test the speed
- 33. MAKING YOUR OWN GIFS LEVEL: ADVANCED VIDEO Step 8: Adjust speed as needed • When you set your parameters in Step 2, or • By adjusting the timing on each frame
- 34. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 1: Create your finished slide in illustrator
- 35. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 2: • Multiply the static parts of your illustration 10 –15 times • These will act as your frames for the video
- 36. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 3a: Create artboards for each illustration • File > Document set up > Edit artboards • Draw the same exact sized artboard around each of your frames
- 37. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 3b • If you have a shape as a background to your illustrations, when you click on it at this point, it will automatically create a new artboard the exact same size as the shape. • Click OK
- 38. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 4: Animate each element • Example: The headline “4th at the Fort” can be animated simply by altering the opacity on each artboard a little to create a fading in effect
- 39. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 4: Animate each element • Example: The fireworks can be animated in a similar way, using opacity and scale (each feature can grow and grow and shrink in size and then fade back out).
- 40. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 5: Export the artboards • File > Export for screens • Make sure all of the artboards are selected. • Choose png or jpg • Export
- 41. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 6: Import the files into Photoshop • Choose File > Scripts > Load Files into Stack • All exported artboards from illustrator will show up as layers now • Make sure they are in the correct order
- 42. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 7: Create frames from layers • With the first layer selected, click on the “Make Frame Animation” in the middle of the timeline window
- 43. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 7: Create frames from layers • Select the rest of the layers, click in the upper right hand corner of the timeline window, and select “Make Frames from Layers”
- 44. MAKING YOUR OWN GIFS LEVEL: ADVANCED ANIMATION Step 8: Create animated video and export as GIF • (Steps 3-7 from Advanced Video)
- 46. WESTERN U GIPHY CHANNEL
- 47. U NEW HAMPSHIRE GIPHY CHANNEL
- 48. HACK: INSTAGRAM BASIC • From GIPHY, export as .mov file instead of a true .gif ADVANCED • With existing .gif, convert file to .mov file with online video converter (www.online-convert.com)
- 49. CINEMAGRAPHS
- 50. WHAT ARE CINEMAGRAPHS? Combination of video and photo. Still photographs in which a minor and repeated movement occurs, forming a video clip.
- 51. MAKING CINEMAGRAPHS Camera and tripod required
- 52. MAKING CINEMAGRAPHS Shoot the right type of action: two separate things in frame that are moving
- 53. MAKING CINEMAGRAPHS Cinemagraph Pro by Flixel
- 54. MAKING CINEMAGRAPHS LOOK AT IT LIVE Choose a still frame from the video Choose the area of the video that will animate over the still frame
- 55. MAKING CINEMAGRAPHS EDUWEB20 Discount on CinemagraphPro for eduWeb Digital Summit attendees:
- 56. LINDSAY NYQUIST DIRECTOR OF DIGITAL COMMUNICATION FORT LEWIS COLLEGE
Editor's Notes
- Add “hear” and “see” icons
- Add photo icon
- Add “hear” and “see” icons
- Tumblr, the blogging site, said it had 23 million GIFs posted to its site every day. (New York Times, 2015) Giphy serves more than 1 billion GIFs per day to more than 100 million daily active users. (Forbes, 2016)
- The trouble lies in using someone else’s original content to create and share a GIF. This usage undermines the copyright owner’s ability to control derivatives of their work, where or how their work is shared, and their right to receive proceeds. Individuals often make and share GIFs with little concern for the repercussions, but companies — and legislative bodies — need to be aware of copyright restrictions. According to Peter Van Valkenburgh, "As of October 2013, there is no U.S. case that definitively states whether creating a GIF made from copyrighted material is or isn’t copyright infringement.” Because of this, whether or not usage of a GIF is legal depends on whether or not that usage falls under the doctrine of ‘fair use.’" Fair use is determined not only by the nature of the GIF, but also by who created it and its intended purpose. Generally, something is considered fair use when the original material is used for a limited and "transformative" purpose, such as commentary, criticism or parody. According to Jeff John Roberts of Fortune, GIFs can be considered "transformative" under copyright law because they do not undermine the market for the original work: "No one, for instance, is going to watch a Star Wars GIF instead of the original movie." Attorney Rich Stim says the judges and lawmakers who created the fair use exception did not want to limit its definition. "Like free speech, they wanted it to have an expansive meaning that could be open to interpretation." Since there is no standing legal decision on whether or not specifically creating a GIF from copyrighted material is technically infringement, these four factorsare all taken into account when determining fair use: 1. The purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit or educational purposes 2. The nature of the copyrighted work 3. The amount and substantiality of the portion used in relation to the copyrighted work as a whole 4. The effect of the use upon the potential market for or value of the copyrighted work. So the doctrine of fair use creates a legal opening for copyrighted material to be remixed and repurposed, as long as the new use is derivative of the original and does not create economic competition for the copyright holders. GIFs With Famous Faces This notion of fair use becomes even more complex when a GIF features celebrities. According to Adweek: "... the only way to post an animated GIF of a celebrity on your business page without risking legal trouble would be to get the permission of everyone featured in the clip, the copyright holder of the original recording and (just to be safe) the person who actually made the GIF." In absence of such permissions, content sharers always risk receiving a cease and desist order from original creators and/or artists' management. The debate about GIF usage and intellectual property is especially prominent in the sports world. When a sports blog, such as Deadspin and SB Nation, creates GIFs out of highlights from professional games, it creates complications for the leagues and the television networks that pay hefty licensing fees to broadcast those games in the first place. Some leagues, including the NFL and MLB, allow sports-GIF publishers to evaluate copyright infringement complaints on a case-by-case basis and invoke fair use when they believe it applies. Other leagues, such as FIFA and the International Olympic Committee, strictly enforce a zero tolerance, no-GIF policy. Individual celebrities also have the option to invoke so-called "right of publicity" laws that allow public figures to control how their image is used, according to Fortune's Jeff John Roberts. Despite the absence of any legal decision, social media networks have already adopted measures to protect themselves while owners of copyrights attempt to counter the spread of their content. The Digital Millennium Copyright Actensures that social media sites who host GIFs are not held responsible as long as they have a system to report and remove content accused of infringement. Giphy's Director of Marketing, Simon Gibson, told Fortune that "major artists, studios, sports leagues, and even the National Archives have come to trust Giphy as a steward of their content. He did not, however, elaborate as to what specific copyright arrangements the company has developed with the entertainment companies, which Giphy describes as partners." Guidelines For GIFs And Fair Use While the legal implications of GIFs are still being debated, I bet you’re wondering what this means for brands looking to use GIFs in their content marketing. As a general guideline, your best bet is to: Get written releases from the copyright holder and actors who appear in the GIF. Link to content that isn’t your own and let the site you link to deal with the liability. Make your own GIFs with your own original content (like the one on the previous page). https://www.forbes.com/sites/propointgraphics/2016/04/30/animated-gifs-and-fair-use-what-is-and-isnt-legal-according-to-copyright-law/2/#57af56ba4cab
- The trouble lies in using someone else’s original content to create and share a GIF. This usage undermines the copyright owner’s ability to control derivatives of their work, where or how their work is shared, and their right to receive proceeds. Individuals often make and share GIFs with little concern for the repercussions, but companies — and legislative bodies — need to be aware of copyright restrictions. According to Peter Van Valkenburgh, "As of October 2013, there is no U.S. case that definitively states whether creating a GIF made from copyrighted material is or isn’t copyright infringement.” Because of this, whether or not usage of a GIF is legal depends on whether or not that usage falls under the doctrine of ‘fair use.’”
- Fair use is determined not only by the nature of the GIF, but also by who created it and its intended purpose. Generally, something is considered fair use when the original material is used for a limited and "transformative" purpose, such as commentary, criticism or parody. According to Jeff John Roberts of Fortune, GIFs can be considered "transformative" under copyright law because they do not undermine the market for the original work: "No one, for instance, is going to watch a Star Wars GIF instead of the original movie.”
- The trouble lies in using someone else’s original content to create and share a GIF. This usage undermines the copyright owner’s ability to control derivatives of their work, where or how their work is shared, and their right to receive proceeds. Individuals often make and share GIFs with little concern for the repercussions, but companies — and legislative bodies — need to be aware of copyright restrictions. According to Peter Van Valkenburgh, "As of October 2013, there is no U.S. case that definitively states whether creating a GIF made from copyrighted material is or isn’t copyright infringement.” Because of this, whether or not usage of a GIF is legal depends on whether or not that usage falls under the doctrine of ‘fair use.’" Fair use is determined not only by the nature of the GIF, but also by who created it and its intended purpose. Generally, something is considered fair use when the original material is used for a limited and "transformative" purpose, such as commentary, criticism or parody. According to Jeff John Roberts of Fortune, GIFs can be considered "transformative" under copyright law because they do not undermine the market for the original work: "No one, for instance, is going to watch a Star Wars GIF instead of the original movie." Attorney Rich Stim says the judges and lawmakers who created the fair use exception did not want to limit its definition. "Like free speech, they wanted it to have an expansive meaning that could be open to interpretation." Since there is no standing legal decision on whether or not specifically creating a GIF from copyrighted material is technically infringement, these four factorsare all taken into account when determining fair use: 1. The purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit or educational purposes 2. The nature of the copyrighted work 3. The amount and substantiality of the portion used in relation to the copyrighted work as a whole 4. The effect of the use upon the potential market for or value of the copyrighted work. So the doctrine of fair use creates a legal opening for copyrighted material to be remixed and repurposed, as long as the new use is derivative of the original and does not create economic competition for the copyright holders. GIFs With Famous Faces This notion of fair use becomes even more complex when a GIF features celebrities. According to Adweek: "... the only way to post an animated GIF of a celebrity on your business page without risking legal trouble would be to get the permission of everyone featured in the clip, the copyright holder of the original recording and (just to be safe) the person who actually made the GIF." In absence of such permissions, content sharers always risk receiving a cease and desist order from original creators and/or artists' management. The debate about GIF usage and intellectual property is especially prominent in the sports world. When a sports blog, such as Deadspin and SB Nation, creates GIFs out of highlights from professional games, it creates complications for the leagues and the television networks that pay hefty licensing fees to broadcast those games in the first place. Some leagues, including the NFL and MLB, allow sports-GIF publishers to evaluate copyright infringement complaints on a case-by-case basis and invoke fair use when they believe it applies. Other leagues, such as FIFA and the International Olympic Committee, strictly enforce a zero tolerance, no-GIF policy. Individual celebrities also have the option to invoke so-called "right of publicity" laws that allow public figures to control how their image is used, according to Fortune's Jeff John Roberts. Despite the absence of any legal decision, social media networks have already adopted measures to protect themselves while owners of copyrights attempt to counter the spread of their content. The Digital Millennium Copyright Actensures that social media sites who host GIFs are not held responsible as long as they have a system to report and remove content accused of infringement. Giphy's Director of Marketing, Simon Gibson, told Fortune that "major artists, studios, sports leagues, and even the National Archives have come to trust Giphy as a steward of their content. He did not, however, elaborate as to what specific copyright arrangements the company has developed with the entertainment companies, which Giphy describes as partners." Guidelines For GIFs And Fair Use While the legal implications of GIFs are still being debated, I bet you’re wondering what this means for brands looking to use GIFs in their content marketing. As a general guideline, your best bet is to: Get written releases from the copyright holder and actors who appear in the GIF. Link to content that isn’t your own and let the site you link to deal with the liability. Make your own GIFs with your own original content (like the one on the previous page). https://www.forbes.com/sites/propointgraphics/2016/04/30/animated-gifs-and-fair-use-what-is-and-isnt-legal-according-to-copyright-law/2/#57af56ba4cab
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