The dynamic GIF automatically grabs attention, ensuring greater customer attention than an ordinary image would. For example, Bed, Bath, and Beyond sent this GIF via email to customers. Both NBC’s Community and HBO’s Girls have incredibly active Tumblrs which promotes highlights from previous episodes and content from upcoming episodes as well.Īs brands experiment, perceived barriers begin to wither away. Television shows can also leverage GIFs to drive conversation around a significant moment within the show, and even create buzz and interest to convert non-viewers into watching the show. For example, Calvin Klein designs gorgeous, crisp visuals, often in black and white, while Oreo‘s GIFs are cartooney and somewhat trippy. A simple stroll through Tumblr shows the numerous ways in which brands are playfully experimenting with branded GIFs (a notable example being Coca-Cola) and one can see the myriad ways in which brands aesthetically align their GIFs to their brand image. This allows brands to shape GIFs in a style suitable to their branding.
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A GIF can be constructed out of a well-known movie clip, a simple cartoon, or nearly any artistic design imaginable. One of the more mesmerizing, indeed, more beautiful aspects of GIFs is that their aesthetic appearance is nearly limitless. Animated GIFs’ uniqueness stems from their ability to tell a purely visual story that can last as briefly as a second, or over 3 minutes, giving them an enormous range of flexibility. It is therefore imperative for brands to understand and utilize them as part of their online content strategies. Audiences are gleefully devouring shorter and shorter forms of video content, from YouTube to Vine, so GIFs are the next logical step in the evolutionary process of video consumption. Thanks to their simplicity, general brevity and shareability, GIFs are increasingly becoming a dominant form of visual media on the web. Considering this, should brands be using GIFs more? As carriers of both information and a unique looping aesthetic, GIFs are as mesmerizing as a crackling fire, and as shareable as high school gossip. We’re as much prisoners of our need for constant distraction and instant sensation as the trapped guests at the dinner party.”īerman is expressing a notable cultural zeitgeist: the proliferation of dynamic GIFs across the web.
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He said: “I’m taken aback at how many online outlets now reduce their content to a series of GIFs, assuming a minute-long video or a single paragraph of text to be too burdensome. According to Pains lead singer, Kip Berman, the video was inspired by what he considers to be the pervasive usage of GIFs as a substitute for written journalism. Various party-goers are locked in a GIF-like oscillation, seemingly moving to the rhythm of the music. ‘The Mystery At The Mansion’ is a popular (perhaps overused) trope in thriller fiction, but New York City alternative rock band, The Pains of Being Pure at Heart, has given it fresh life by combining it with cyberculture in their new music video.Ĭreated for their new single, “ Simple and Sure”, it’s comprised solely of GIF-inspired shots. It’s a familiar story: a gothic mansion a chic party bourgeois guests a mystery unfolds and in the end the butler did it.
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