Don't Stop 'Til You Get Enough: .gif Marketing?
Everybody loves a good .gif, right? Those animated, looping images are sure to instill a smile or garner a quick laugh when you light on one online. So one would think that they would translate naturally to advertising on social media, no? The answer is a definite ... "Maybe." After Facebook quietly began testing a handful of .gif advertisements in possible preparation for adding them to its arsenal of ad options, it got me thinking about what it means to be a responsible .gif marketer.
Currently, only two versions of the new format have been spotted — One from fast-food chain Wendy's featuring a salad bowl that perpetually fills and then empties, and a second from Coca-Cola's Brazilian imprint "Kuat," which showcases a Kuat-themed version of internet meme sensation Nyan Cat. Appropriately enough, the translation of the Portuguese copy on that ad reads "Welcome to the joke. Welcome to the internet. Welcome to kuat." .gifs are a big part of internet culture, so the addition of them to internet marketing should be a natural evolution — but here are three quick pointers if you're thinking of introducing them on your Twitter or Facebook:
- Maintain Relevance:
If you're just posting a .gif to say that you're posting a .gif, you probably shouldn't. When it's well-integrated with what you have to say, a moving picture can work wonders. Take for example this tweet from Forever 21 that absolutely nails the intersection of offer, copy and .gif-ification.
— Forever 21 (@Forever21) June 24, 2014
- Do Stop When You Get Enough:
As funny and right clever as .gifs can be, definitely don't overdo it — it's a thin line between satisfaction and over-saturation, but you'll likely see tweets or comments from your fans as to when you're starting to get annoying.
- Great Story:
Remember that, like all visual content you're serving, .gifs should fit into the overall story of your brand or business. For example, this incredible one from General Electric, which goes to visually illustrate how they make custom glassware:
— General Electric (@generalelectric) July 11, 2014
So if you're keeping some common-sense things in mind, .gifs might provide a fun new way to interact with your target audience on social media.
Hopefully you'll be using .gifs that get people to say