The GIF (pronounced with a hard ‘g’) has ventured far from its natural bitmap habitat in the CompuServe nerdosphere. It can now be found posing as punctuation, starring in texting conversations, dancing through every Buzzfeed article you’ll ever read, and hogging any available space on your phone. (Do you have available space on your phone…? Teach us your ways.)
Recently, the GIF has also become an important presence in email marketing, digital ad campaigns, and company blogs and social media – for good reason. Here’s why you should consider working these little guys into your marketing strategy:
They’re a great solution for that short attention span we’re always talking about. People just don’t pay attention the way they used to; a 10-second lull and they’re already deep in phone mode, sucked into an endless Reddit thread they may never escape. GIFs are an easy way to keep people interested – because regardless of how easily distracted they are, who can look away from this?
Images boost your engagement. Facebook posts with images see 3x more engagement than those without, and researchers found that “colored visuals increase people’s willingness to read a piece of content by 80 percent.” [Xerox] Additionally, people are 40x more likely to share a post with visual content.
GIFs are trendy. Want to be seen as a cool, hip company? GIFs are the ticket. They show that not only do you keep up with pop culture (from which GIF-makers most often draw inspiration) but you’re in tune with your younger audiences – and that counts for a lot, considering millennials count for one quarter of the American population and boast approximately $200 billion in annual buying power. [Forbes]
Already using GIFs in your marketing? We’d love to hear how! Let us know in the comments section.