Image source: Instagram
Instagram just introduced the ability to add GIFs to its Stories feature, bringing a valuable communications tool to PR and marketing. GIFs (Graphics Interchange Format), developed in 1987 by CompuServe, provide an easy way to add motion to images. They remain one of the most popular formats for digital and social media communications.
As Instagram explains, you’ll see a new GIF option when you tap to add a sticker to a photo or video in stories. You can tap the option to open a library of GIFs – or “stickers” — powered by GIPHY. You can search its collection or browse what’s currently trending. With their transparent backgrounds, the GIFs can be placed over other images. The stickers are available on version 29 of Instagram on both iOS and Android.
Although the Instagram option limits users to pre-made GIFs, BuzzFeed explains how to post your own GIFs through websites like Giphy.com.
The new feature will probably boost Instagram Stories as an alternative to Snapchat, social media experts say. “You can now plaster dancing cats and flying cheeseburgers over your photos and videos,” The Verge notes. “The options are endless with hundreds of thousands of moving stickers to choose from thanks to GIPHY integration.”
Image source: Instagram
“You can bet that there’ll be a heap of users who want to try out the latest tool – and by working with GIPHY, Instagram can ensure they stay on top of the latest GIF trends, constantly updating their highlighted options to keep users engaged,” says Andrew Hutchinson at Social Media Today.
Advantages of GIFs
GIFs offer several advantages to PR and marketing. They can be added to social media posts, email messages and websites. They’re mobile-friendly since they typically have small file sizes. They can increase social media engagement, and are affordable and relatively easy to create with tools like Giphy or CloudApp.
They can show how customers how a product works, illustrate how data has evolved over time, and help boost click-through rates and conversions in email newsletters and promotional materials.
They’re also great for conveying humor. “Humor is a great tool when it comes to fostering communication and goodwill with your customers, and GIFs provide a simple way to convey a positive message, says Michael Del Gigante, president and creative director of MDG Advertising. “Even though GIFs are relatively simple to share and post, there’s an art form to crafting an engaging GIF,” he says.
Guidelines for GIFs
Del Gigante recommends these practices:
- The first frame of the image should be the most engaging, since it’s what people see if they lack a platform that supports GIFs.
- Make sure each GIF is under 125 KB in file size to ensure quick loading and playing times.
- Don’t overload your message with GIFs — stick to just a few interesting images. Use a GIF only if it adds value to your story, not if the message would be the same without it.
- Be mindful of fair use rules when creating your own GIFs. Repurposing copyrighted material is usually considered fair use when the content has been used for commentary, parody, critical, or educational purposes.
Finally, be aware of your target audience’s attitude toward GIFs. Some demographics enjoy them immensely – especially younger women and men. Other demographics – like older men – may not react well to cutesy GIFs.
Bottom Line: Social media marketers are probably happy that they can now add GIFs to Instagram Stories. The looping, moving images can gain attention and increase engagement. Some marketers overuse the format. The main guideline is to add them selectively and not overburden viewers.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
