GIFs today are a far cry from their humble clipart beginnings in 1987. Todays GIFs are the go to medium for anybody wanting to express something in a fast and engaging way. Somewhere between a collection of images and a mini video the GIF format adds something special. They are visually stimulating and can be consumed in a matter of seconds on continuous loop. They tick all the right boxes for today’s time poor consumer.
Social media sites are all on board now allowing users to upload GIFs, a platform on which they really come into their own. New online tools help even the most novice users find and create GIFs which they can then share. When scrolling through your news feed the number of GIFs displayed has massively increased in recent months both from followers and brands. Facebook finally rolled out proper GIF support to personal accounts and business accounts last year and Twitter has gone one step further by last month releasing a GIF button which allows users to search its catalogue of animated GIFs and then easily share them. It has also released a video sharing tool for direct messages.
Brands are now using this medium to engage with their customers in a new and fresh way. Although video is still incredibly powerful in marketing terms GIFs offer a different approach. They provide a more convenient, faster and silent way to engage. Brands can build hype and highlight key messages in as little as three seconds and GIFs frame-by-frame nature lets consumers stop and focus on a single moment or detail. Brands are seeing huge increases in click through and conversion rates when using this format in emails. They are also being used on product pages as how-to visuals, on social media to give customers a ‘sneak-peak’ look at new products and as follow up communications to keep the conversation going and continue to engage.
Whichever way you look at it GIFs are here to stay and are only going to get more advanced as technology progresses. Can your brand afford not to get on board? For information on how Photospire can reach out to your customers through visual content please get in touch today.