GIFs Are Exploding, and You Need a GIF Strategy
Last updated: June 6, 2018.
Years ago, I wrote a blog post titled “Why Your Company Needs a Hashtag Strategy“. That post hasn’t been updated in quite a while (I’ll have to remedy that soon), but the core of that post still holds true. Your company, every brand, needs to have a hashtag strategy. Well, it’s now time that you also have a GIF strategy. Let me explain…
1. Gap – https://giphy.com/gap
GAP has 66 GIF uploads and 160 million GIF views. That’s insane.
2. Game of Thrones – https://giphy.com/gameofthrones/
Game of Thrones has 769 GIF uploads and 663 million GIF views. It’s an incredibly popular show, but those are still amazing numbers.
3. Buzzfeed – https://giphy.com/buzzfeed
Buzzfeed has 482 GIF uploads and 33 million GIF views. Very solid.
So, how can you apply this strategy to your company? Here are four simple tips that you can implement:
1. Create your brand’s Giphy and Gfycat profiles
This one is easy. Make a profile, add an image/bio/link/header, and upload at least a few GIFs! Over time, continue to build onto your profiles and grow them. Make sure you tag your GIFs appropriately so they can be found in the platforms’ search engines.
2. Create tangentially related Giphy and Gfycat profiles
Let’s say you run a women’s ecommerce boutique, and that dresses are some of your popular products. If that’s the case, you should create profiles on Giphy and Gfycat with the username of something like “summerdresses”. So the link to your account would look be giphy.com/summerdress. Then, on that account, upload myriads of different types of GIFs related to summer dresses. Some of these GIFs could contain your products of course, while others would just be GIFs you find of perhaps a girl in a dress in a meadow, or a scene from La La Land, etc. On some of these GIFs, put your brand’s logo in the bottom right of the GIF, to promote some brand recognition. Continuously add to these profiles.
3. Create a GIF hub on your own website
If you’re spending all this time to build your GIF profiles on sites like Giphy and Gfycat, you should also build out a GIF hub page on your own website! Here’s an example of how it could look (from the comedian Conan O’ Brien): http://teamcoco.com/gifs
4. Promote your GIF accounts externally
Once you have your profiles built out, share those GIFs! Share them on social media, share them on Reddit when/where appropriate, share them in your blog posts, you can even add them to your product pages (and measure to see if it increases conversion rates).
Below is a list we’ve compiled of GIF-related resources. We will continuously add to this list.