What is GIF marketing and how to use it in your campaign?
Internet trends evolve from year to year, but one thing has remained unchanged for years – the enormous popularity of GIFs. Until recently, moving images were primarily used for purely entertainment purposes, but today they have become an important element of promotional campaigns for many brands, including the largest ones. It is therefore worth checking out what GIF marketing is, what its advantages and disadvantages are, and what to do to bring your company many benefits.
GIF – a moving image that has taken over the internet
GIF (Graphics Interchange Format) is a file format for graphics that allows combining images and frames to create small animations.
In simpler terms, GIFs are short, just a few seconds long moving images that, thanks to their small size, can be easily placed on various types of websites, blogs, and social media platforms. We present an example of a GIF below:
Source: https://giphy.com/gifs/muppets-LmBsnpDCuturMhtLfw
Initially, GIFs were created to entertain internet users. Over time, they started being used for commenting on current events, and also – what interests us the most – supporting brands in promoting products and services.
How to create GIFs? It’s very simple – all you need to do is use the appropriate photo editing program or special applications or services (such as Giphy, Canva, or Ezgif) which can create a moving, short animation based on the uploaded files.
What is GIF marketing?
GIF marketing is a strategy that involves using animated images to promote a brand, products, or services.
They prove to be invaluable support for business owners in almost every industry, as they entertain, engage, convey information, capture attention, and help build a positive image.
In today’s times, GIF as a marketing tool not only doesn’t surprise but even becomes a necessity. This is primarily due to the immense popularity of this type of files and their positive reception – not only by the younger generation of internet users but also by older users.
GIFs are already being used in marketing by the biggest global brands. Examples:
GIF as a marketing tool – advantages and disadvantages
GIFs have become so common in marketing communications for a reason. Among their most important advantages, we include:
- attracting audience attention – thanks to their dynamics and diversity, GIFs stand out against static images and all kinds of written texts;
- strengthening communication – GIFs can present a service, product or brand in an attractive way, serving as a catchy addition to marketing strategies;
- calling for action – by capturing the potential customer’s attention, GIFs can convey a message and prompt them to take specific actions, such as contacting or purchasing a product;
- influencing emotions – skillfully made GIFs can entertain, inspire or provoke reflection, positively impacting trust in the brand and it’s image;
- short communication time – unlike longer videos, GIFs do not occupy the viewer for long and are able to convey essential information in just a few seconds;
- viral potential – a well-made GIF can be shared by many customers, making it easier to achieve desired marketing success;
- low cost – anyone can create a GIF in a short amount of time, making it a relatively inexpensive addition to marketing strategies.
Of course, it is worth mentioning the drawbacks as well. GIFs, due to their short duration and lack of sound, have significant limitations in terms of the amount of information that can be conveyed to recipients. Therefore, they should be created with caution to ensure that they are well understood and do not have the opposite effect of what was intended. It is also important to remember that excessive use of GIFs in marketing messages can cause irritation and fatigue among potential customers, so it is not advisable to use them too frequently.
See also
How to effectively use GIFs in your campaign?
GIF marketing can be used on both social media platforms and corporate websites, in emails, or in conversations with current or potential customers. However, it is important to remember that GIFs should:
- they were in line with the brand’s values and professional to not compromise the company’s image;
- they had a clear and understandable message to effectively and quickly communicate the main idea;
- they were used in the appropriate context and did not offend anyone’s feelings;
- they encouraged interaction with the brand or specific action;
- they only evoked positive emotions;
- they had high resolution and were legible for the audience.
Also remember that although anyone can create short animations, it is worth involving specialists in GIF marketing who have successes in this field. Thanks to this, you will minimize the risk of poorly conducted campaigns or publishing an inappropriate GIF that may provoke negative reactions.
Summary
- A GIF is a short, few-second animation that is placed on websites, blogs and social media platforms.
- GIF marketing is a strategy in which animated images are used to promote a brand, products or services.
- Even the biggest brands use GIFs as a marketing tool because they can bring many benefits.
- With GIFs, you have the ability to attract attention and engage viewers, build a positive brand image, and reinforce messaging.
- GIFs used in marketing strategies should be understandable, aligned with brand values, and used in the appropriate context.
Leave a Reply