As fast and incredible as the human brain is, I've always noticed an interesting difference between the way I view video versus pictures.
Even the slightest bit of motion and my eyes seem to dart from here to there, watching what is changing, predicting what might be coming, creating expectations around what is changing and why it is.
A picture, on the other hand, is studied. Instead of seeing changes, I see detail. Instead of always being engaged in what might happen next, my mind can take a moment to imagine what it would have been like to be in that moment exactly as it is now.
That is why I'm a big fan of the #MannequinChallenge.
A Brief History
We've had a few of these trends before. For the most part, they're a fun way to add a human face to your brand but nothing beyond that.
That was definitely the case with the Ice Bucket Challenge:
And, who could forget, the Harlem Shake:
But the latest trend is a little bit different.
It doesn't have the philanthropic undertones of the Ice Bucket Challenge, but it does have something else going for it.
In fact, it has three things going for it.
Like previous trends, it's absolutely a fun way to add some personality to your brand.
Best of Both
But the format also combines the visual storyteliing strengths of video with the slow pace and chance to absorb details that come with still images. It keeps people engaged, but not overstimulated so they can enjoy unseen details of a previous 2D perspective.
Most of all I love that there are no inherent rules about context. In other words, if you have something you want to show off like a new restaurant or upcoming event or whatever, it's fair game. So far, I've seen zero push back on things that in other settings would be considered promotional.
That's a solid combo.
It requires a little bit of planning, maybe a few takes, and a handful of willing participants, but it's a perfect excuse to not just tell a story, but a marketing story in a way that's likely to sink in a littler deeper than normal.
Probably worth at least a bit of discussion at your next marketing meeting.