GIFs in Marketing: Stop the Scroll, Prove the Sale

You’ve noticed that many of your posts and emails are easily ignored. Your long video post feels heavy and has not been watched. And your normal image posts also seem flat, as fewer people are interacting with them. What if the fix to your issues might just be to use GIFs in marketing some of your ideas? No doubt, if done properly, GIFs can really go a long way.

But you can still have big, noisy GIFs that load slowly, look grainy, and hurt your brand if you don’t do it well. So, what you need are clean and small loops that convey your message quickly.

This blog will reveal how you can use GIFs in marketing the right way. As you continue, you’ll see how you can plan, trim, and compress a video to the ideal GIF. By the end, you’ll be able to push out a smart and clean GIF that works perfectly for your brand.

In truth, GIFS are pictures that loop for very few seconds. They aim to catch the attention of viewers fast. So, you can use these GIFs when motion is key to boost your brand message. But you can avoid them if you have an image or a short MP4 that looks clearer or opens faster.

A GIF is quite similar to a flipbook, so see each page like a frame that plays quickly to create the motion. So, it has about 256 colors for a frame, and that makes a smooth shade look kind of spotty. And that’s normal, as the loop can play once or forever. The most important thing is to choose what suits your message best.

Note that the first frame of a GIF is very important. This is because some email apps show only the first image frame, while phones pause motion to save that. So, it’s ideal to place the major message or the call to action on the first image frame. Also, always make sure the GIF size is small because shorter clips equal faster loading. Of course, with fewer colors, a smaller width, and fewer frames, the GIF loads quickly across all apps. The general rule of thumb is to keep email GIFs around 600 pixels wide, and they shouldn’t be more than 1MB. For social media apps, you can have a larger width size, frames, and more. But remember, the smaller the better, because of the loading.

If motion can explain a brand message in 1 to 2 seconds, then a GIF will always beat a static image. Other places where GIF shines are:

Choosing short MP4 videos instead of GIFs has its perks. The truth is, they usually look cleaner, are of lower sizes, and play better on many platforms. Plus, they have sound and controls when GIFs don’t. So, if your brand message requires clear detail or sound, then GIF may not be the ideal option. But if once clear motion can sell your message, then go for a GIF.

Your business or brand always comes first. So, if your brand represents class or premium, then keep your GIF motion concise and calm. While at it, use your brand colors and anything that represents the brand. But don’t forget, you must be able to hold your audience long enough to read your message. Don’t use meme reactions and jokes that run out of vogue fast. If your business involves you selling trust, then you may need to show steady moves, not fast-paced cuts. But if your customers are drawn to your brand because of the fun you’re offering, then consider GIFs. If you want to know if you need a GIF or not, mute it and remove your brand logo. Then, ask if the GIF represents you. If your answer is yes, then you’re in the clear.

This section shows how brands can make GIFs that look clean, load fast, and are fit for everyone. It spirals down from you planning the message, creating small loops, shrinking the file, and including extra steps. If you do everything well, people who don’t like motion will understand your message.

The first thing to do is to have one clear and simple sentence. For example, you can say, “Click the button and see the result.” Then, do a sample sketch of two or three steps showing how you’ll clearly go about it. But remember to keep it short.

The next step is to do a quick and short recording. You can do a short recording on your phone or even do a short screen capture. Then, take the raw file to Photoshop or Capcut, where you do the trimming. You’re using these pro apps, so the action is clear and the loop smooth. Once you’re done editing, export as a small MP4 first. Then, you can use a GIF converter like ezgif to move the file from a video (MP4) to a GIF. While you’re at it, use the required width size, depending on where you’re going to use it. Then convert. 

After the file has downloaded as a GIF, watch the loop. If it jumps too much, then trim a frame or two, and repeat the process until you’re satisfied. To play it safe as you save your GIF file, make sure you save the still first frame as a PNG. This will serve as your backup. Then, save both the GIF and PNG files.

If you’re dealing with GIFs, then you shouldn’t be chasing perfection but speed.

The truth is, most email GIFs look good at 8 to 12 frames per second. For Socials, you can see clean-looking GIFs at 12 to 15.

As mentioned earlier, fewer frames equal smaller files, and they are cropped closely to fit our message. So, if you want to reduce the weight of a GIF, you need to have fewer colors (64 or 128). But if the GIF colors look rough, turn on light color smoothing. Then, recheck.

For optimal results, it’s best to keep your loop short, around 2 to 3 seconds. That way, your viewers get your message at a quick glance. Such GIFs can act as showstoppers.

It’s important to have an Alt text for your GIF. These Alt texts say what happens in case the page is not loading fast, due to slow networks. For instance, an Alt text can say, “Cursor clicks showing sign up and a green checkmark confirms.” In cases where your site allows users to turn off animations, show a still image instead.

For your GIFs, always make sure you keep the changes calm and avoid using flashing lights. The texts you use should be large, have high contrast, and be legible for readers to read easily. Also, don’t just rely on your brand color, you’ve to explain every action. If you choose to add captions to your GIF, keep them short and centered. They mustn’t cover key details or faces.

Always name your GIFs in plain and simple words. It’s wise to use terms that you can easily rollback and remember, like versions and dates. That way, if you want to make any changes in the future, you can write a few notes in the folder, saying what changed and why.

Once you’re comfortable with the GIF you created, load it into the asset in Mailchimp or HubSpot. Then, you can also add a clear call to action and tag the link. That way, you can read the results of how users engage with it. Remember to always keep the first still frame handy. It will stand as a PNG backup if your page or email message is down.

You can use motion to make your brand message very clear. But if images do the trick, use them. If you want smoother motion, you can first try short and small-sized MP4s. And if you want small and clean motion, then you can use GIFs in marketing your message. Just make sure the file size is small so it can load fast on emails and pages. Also, make sure your message is short and easy to read. For best results, add Alt text when pages are slow to load. Finally, test your GIFs by adding links that monitor how users engage with them. Then, keep the winners and drop the losers. That way, you run lean marketing tactics that improve sales.

As your winning GIFs increase your brand awareness with more clicks and views, convert them to orders. To keep up with your orders as your audience increases, use Accio to find reliable suppliers. Accio is an AI-powered B2B sourcing tool that helps to source vetted suppliers offering affordable-priced products. With it, you can source any similar trending products from big brands, but at much lower prices, not compromising quality. There, you can compare suppliers’ prices, order quantities, delivery due dates, and more. Finally, you can drive in more revenue with the low-margin products you find from suppliers on the platform.