7 reasons shorter content is best

Wherever you look on the Internet these days, the chances are you’ll come across a GIF or two. From blogs and websites, through to social media platforms, GIFs are everywhere, and they’re more popular than ever.


But what exactly is a #GIF? Well, in case you didn’t know, #GIF is actually an acronym for Graphics Interchange Format. In simple terms, they are image file formats that are #animated by combining several other images or frames into a single file.


The multiple images within a single GIF file are displayed in succession in order to create an #animated clip or a short movie. Although they’re witnessing increased popularity, GIFs are nothing new, in fact, they were introduced back in 1987 by Steve Wilhite of CompuServe as a new way to present a moving image.


So what are the benefits of #short, sharp #stopmotion #GIF #content?

GIF as marketing

Create a marketing strategy including GIF's




GIFs are cheaper than full #video #content but more effective than a still image as short video content can help to enhance a brand’s message with #motion. GIFs are also easy to consume, making them attractive to any #brand wanting to reach out to and engage with the #consumer. The impulse of sharing a GIF is instant, which is precious at a time when it’s harder than ever to capture and retain the #audience’s #attention.




As GIFs only last a few seconds, their file size is significantly smaller and the process of uploading them is faster than videos, whilst the auto loop functionality increases the effectiveness of a #brand’s message.




The statistics show that 5% of viewers will stop watching a #video after 1 minute and 60% by 2 minutes, so it certainly pays to keep it short and sweet.


It was Einstien that said, “if you can’t explain it simply, then you don’t understand it well enough”. So why risk your message being missed by over complicating it? The shorter, the better!




GIFs can force a brand to think outside the box and it’s a fun challenge to create a short narrative message in just a few seconds. Displaying a range of emotions and concepts across multiple short videos increases the likelihood of success.

Dr James McQuivey is the foremost analyst on tracking and defining the power and impact of digital disruption. He estimates that one minute of video is equal to 1.8 million words, so even short content is worth every second.





More than 50% of our watch time is actually on mobile devices, and that figure is constantly growing. And, according to Google, with 4 out of 5 users clicking away if the video stalls whilst loading, the relevance of mobile friendly GIFs that load quicker and with auto play, should not be underestimated.





Although people behave differently on every social media network, GIFs have managed to enjoy consistent popularity across all of them. According to Giphy, there are currently around 150 million original GIFs out there!


According to Twitter, more than 100 million GIF's were shared in 2015 through tweets and DMs, and that’s only expected to increase. Twitter has even introduced its own GIF keyboard in collaboration with Giphy.


5 million GIFs are exchanged on Facebook messenger a day, 23 million GIFs are posted to Tumblr every day, and more than 2 million GIF interactions take place on Slack each month. It’s even fast becoming the way teams communicate for project productivity!




Traditionally, video does not embed as part of an #email #marketing #campaign. Mailchimp recommends using an image that viewers click through to the video platform link. But a GIF can be successfully used in marketing emails as an attention grabbing way of informing the audience about a new #product or service.


Thanks to Emarketer for inspiring this blog. For more information about the benefits of using #stopmotion to create GIFs, please get in touch – we’re always happy to help! If you liked this post, then you will enjoy our 7 point guide to stop motion animation, sign up for it here!

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