Motion is the sign of life.
If you’re familiar with the internet, or a keen user of social media, you have no doubt encountered GIFs. So what are they? How are they made? And how can you apply them to enhance your marketing? We take a look below.
What is a GIF?
GIF is an abbreviation of Graphics Interchange Format. In short it is an animated clip consisting of multiple images to give the appearance of motion. They work as a hybrid between video and photography, with more jittery motion than the video but at the fie size of a photograph.
How are they made?
Here’s the best part; they’re really simple. Providing you have access to Adobe Photoshop and a few spare minutes. Here’s a basic step by step guide to get your marketing animated in no time:
- Upload your images to Photoshop
- Open up the timeline window (Window > Timeline)
- Select “Create Video Timeline” from the timeline window
- Create a new layer for each frame (clip) of your animation (Layers > Add New)
- Add Images to the individual layers. Try to keep them in chronological order to help later on.
- In the timeline window, select frame by frame and allocate a set time for that slide to appear. This will depend on how fast you need the motion, or how close together your clips are. Drag the coloured bar from the left end to set start time and right end for end time. Ideally one frame should end at the same time as the next clip starts.
- Hit “Save for Web” (File > Save for Web)
- Change the setting to GIF and allocate the terms for looping at the bottom of the panel
- Hit “Play” to preview your GIF
- If happy, select “SAVE” and follow instructions
It really is that simple.
How do you apply a GIF to your marketing?
GIFs are easy to consume and the motion element provides an eye-catching advantage over stock imagery. It’s also a great chance to provoke emotion and response if done correctly.
Social Media is a great place to start with GIF imagery. Some apps now allow you to create GIFs in app, and Instagram recently changed the game with Boomerang. It’s a great way to stand out in a crowded feed.
Another place to implement GIFs is in Email Marketing. Try replacing your header image with a GIF for additional impact. Stats from several sources suggest up to a 109% increase in revenue when using GIFs. Be warned, this works better if you operate in B2C markets, as many businesses use outlook to show work emails and GIFs do not display.
Another place to start GIFing would be Blog Posts. It can be a great way to illustrate step by step processes or the journey of your post.