Toronto cinemagraph company Flixel has been selected by Facebook, via an announcement earlier today at the social media giant’s F8 developer conference, to be a beta partner in Facebook’s new Profile Expression Kit, which allows users to incorporate videos created in third-party apps for direct uploading as their profile video, along with other integration partners, including Vine, Boomerang, and Facebook’s new MSQRD app.
The company’s Flixel Photos application allows users to create high-quality cinemagraph profile videos and export them directly to their Facebook profile from Flixel’s updated Cinemagraph Pro for iOS app for free, the first time Flixel’s app has been available at no cost.
At the F8 conference, Facebook will have a video booth set up where attendees can create Flixel profile videos.
Conference attendees can also learn more by attending a keynote titled “Enabling Self Expression with Profile Picture Frames and Videos” delivered by Facebook Product Marketing Manager Ryan Houx and Facebook Product Manager Aigerim Shorman.
“We’re excited to work with Flixel as one of our beta integration partners and make cinemagraph profile videos available to the Facebook community,” said Facebook Product Marketing Manager Ryan Houx. “Like the moving photos in Harry Potter, cinemagraphs are an exciting and magical new visual medium that bring still photos to life. I know the Facebook Community will love creating these living photos for their Facebook profiles.”
Facebook added the ability to replace static profile images with seven-second looping videos in the fall of 2015, which Flixel users began creating cinemagraphs immediately.
“Cinemagraphs have rapidly taken their place alongside photos and videos as a visual medium you’ll see everywhere in 2016,” said Flixel Photos CMO Robert Lendvai. “Partnering with Facebook gives our community of both professional and amateur creators another platform to connect with each other and show off their personality.”
Flixel was founded in 2011 by Moncton, New Brunswick native Philippe Leblanc, and offered a suite of tools to photographers, videographers and marketers to create cinemagraphs, or “living photos”, a still image with moving elements.
The company’s in-house agency, Flixel Studios, counts among its clients ANTM, A&E, Emmy Awards, Facebook, HBO, Mashable, Marriott Rewards, Mercedes, Panasonic, and TED.
Flixel has raised $2.2 million in seed funding, and has brought total fundraising to over $4 million, including an investment by Tyra Banks, after her show America’s Next Top Model featured Flixel.
Flixel has created a new series of cinemagraph tutorials, showing how to create Facebook video profiles directly in the Cinemagraph Pro for iOS app.
This past December, Flixel struck a licensing deal with New York stock photography Shutterstock, by which advertisers or publishers can browse through a library of cinemagraphs for publication, which they can purchase, with a cut of the sale going to the cinemagraph’s creator.