The ultimate guide to using GIFs in marketing

When the editor-in-chief who convinced me and converted, I tapped the “GIFs for Marketingers” post I wrote, and she knew what she was doing. I recently gave up the title of “Emoji Queen” and accepted GIF-Guru-In-Residence at C&C. This is real. I think it is in the GIF, if there is no team email, I will not reply. After reading this article, I hope you don’t either.

What is GIF?

GIF is a video that is easy to share, looping endlessly. In the world of nonverbal communication, they provide emotional weight or context. GIF is very common in today’s digital languages. They can be used in your mobile Messenger app, in social comments, and sometimes even in the entire social post strategy (Tumblr).

If you are not yet convinced of their importance, please consider the following: The use of GIFs in social media is the Shorty Award category.

GIF has a cousin, and you should also know: stickers.

What is a sticker?

Technically, the sticker is in GIF format with at least 20% transparency around the edges. Stickers are flat images that can be animated. They are more common in messaging apps and Instagram stories, are more explained, and are designed to add some emotion.

A little history of GIF

In the human age, GIF (short for Graphics Interchange Format) will be the “millennium”. The history of the Internet can be traced back to GIF and CompuServ in 1987. For decades, GIFs have been these cute little animated icons seen on the World Wide Web. Of course, this is not a threat to the main cultural status that GIF now enjoys. But when Web 2.0 (in the early 2000s) gave birth to YouTube and sparked the rise of video creators, and then quickly adopted social media and smartphones, GIF became a phenomenon.


Reaction GIF

Tumblr provides a home for the emergence of reaction GIFs, inspiring creators to identify the perfect video sequence for every possible reaction. From day one, BuzzFeed creators and writers have used GIFs on the website and related social media posts. The popularity of BuzzFeed has prompted GIF to become the mainstream of Internet users and social media culture. Today, GIPHY, Tenor, and Gfycat host and index billions of user-generated GIFs that support GIF search and discovery on mobile phones and across social networks.

GIF pronunciation debate

The ongoing debate on GIF pronunciation is divided into hard group “g” or small group “g”. Excitingly, GIPHY and JIF Peanut Butter worked together to solve this problem once and for all in the form of GIF.


Can I use GIF for marketing?

The short answer: of course!

Longer answer: yes! GIF is used exclusively for marketing.

GIF is extremely flexible in content and deployment methods. Using GIF is another way to integrate more video into the entire post-type mix. In addition to social media, blogs also use GIFs, e-mail, Direct messages, and even website background.

The audience interacts with the GIF. Omnicore found that tweets with GIFs had 55% engagement compared to tweets without GIFs, but only 2% of all tweets contained GIFs.

GIFs work because they are simple—no audio, only video (some with text on the graphics). They are very creative and don’t think too much. You don’t need a video clip for work. The complete artistic animated illustration GIF produced by talented creators occupies a prominent position among the most watched GIFs and has become a competitor’s video clip.

Marketers have several options for how to integrate GIFs into their content stack:

  • Education and notification
  • Show off products
  • Quickly respond to social mentions and comments
  • Demonstrate simple steps
  • Give users something to share spontaneously
  • Increase movement and interest, especially in traditional static channels (e.g. email)

Why use GIF in marketing

Culturally, Americans most often use GIF to express two common emotions. Say “I love you” or “Happy birthday.”


Recently, we still have a lot to say. The cultural awakenings and events of the past year have promoted the advocacy brand “IntoAction” and its illustrated GIFs here and now, making it the most popular partner on GIPHY with 21.4B (1 billion) views in 2020 Brand.

The audience loves them because they are short-most GIFs are less than 4 seconds-and add context and emotion. GIF humanizes social accounts through relevance.

I admit that whether it is from my favorite TV shows or selected sports events, I think GIF should be used. In nine out of ten cases, when I search for GIFs with emotion or quick response, I can find GIFs that match my exact tone and mood. There are GIFs for everything.

GIFs can be used for marketing because they:

  • Assistance spontaneous and real-time response
  • Inject personality into brand tone and identity
  • Support storytelling, but few words
  • Is a safe test method Brave content This is highly relevant and inspiring.

If we understand where and how marketers can use GIFs, why don’t more marketers use GIFs in content?

Don’t stop you from using GIFs because of lack of branded content or copyright issues. If your legal department has warned about GIFS in copyrighted content, don’t worry. Designing a set of branded GIFs and stickers is a relatively simple creative project.

How to create a GIF for your brand

Convince & Convert Consulting recently launched the COVID Watch app in collaboration with the University of Arizona. The release time of the app is set for college students to return to campus in the fall of 2020. Through messaging and audience research, we know that students will like updated portraits that reflect current events (diversity and masks are a must). In our creative brainstorming, we identified various custom icons, stickers and GIFs for the COVID Watch Arizona campaign.


Step 1: Make a creative summary.

We hope that icon assets can be used by the social team at the University of Arizona to create their social posts, so we recruited a series of artists to help us make these icons a reality. Our creative profile includes creative logos, campaign messages, existing images and images, and links to the GIF and Sticker styles we want to imitate. Our team shared a profile with artists selected from Fiverr, Light boardAnd ghost ranch. Using three different creative resources, we tripled the options and design styles used by the university throughout the campaign.

Step 2: Start by setting up an icon for the brand.

A set of custom vector icons is the starting point for your GIFs and stickers. Approving illustrations before they become animated can save us (and artists) overall time. Provide the icons to your social team to build other social graphics related to GIFs and stickers. Icon sets can be shared with influencers who co-create content with your brand.

Step 3: Give influence.

After approving the vector icon, the artist began to make animations to match the style and format we needed. In our profile, we require:

Illustration sticker Emphasize handwritten and cartoon/illustration style campaign information. It is necessary to enhance the animation and movement of the design.

Animated GIF Illustrations that promote campaign messages and are associated with the brand’s iconic design elements.

Step 4: Create a creator account on GIPHY.

After obtaining the designer’s final file, we uploaded the .gif format file to the brand account on GIPHY and added a set of brand # tags to improve discoverability. Since we verified the account at the creation stage, when we searched for the University of Arizona, we were able to use the new assets on Instagram almost immediately.

To create and optimize a GIPHY account, please follow the steps below:

  1. Create a basic GIPHY account.
  2. Upload 5 GIFS (not necessarily original) and apply for the creator’s account
  3. Organize account pages by using playlists and categories.Get tips from brand accounts such as Lego GIF To get best practices.
  4. Use SEO best practices for Flag GIF Together with keywords to help identify and discover.

The design of outsourcing GIF and Stickers gives us more looks and ways to support the campaign. When looking for artists or ideas to help your campaign, please don’t skip the GIPHY Artist Network. GIPHY recognizes it the best with The brightest Among the creators each year, most of the cost of accepting custom client work is only $100-$300 per project.

As social platforms and viewer preferences continue to prioritize video-like formats and emotional resonance, marketers must actively use GIFs as part of their content portfolio. If your industry’s GIFs or keywords stinks, please create glowing GIFs and stickers first.

Or, you can perform my actions and choose Moira Rose as your default role. There are 981 GIFs marked as “Moira“CBC is responsible. I believe there will always be Moira suitable for all team emails.


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