GIF is one of the widely known extensions, but many people may be wondering whether to read it as “gif” or “jifu”. You may also be wondering what kind of benefits GIFs have for marketing.
Therefore, in this article, we will explain the overview and types of GIFs, as well as the advantages and disadvantages of using them. We will also explain the marketing benefits of using GIFs, so please refer to them.
GIF is one of the extensions
First, let’s start with an overview of GIF. GIF is a file format for image data, and is pronounced “jifu”. Since image data can be compressed and saved, it is useful when embedding it in LPs (landing pages), websites, or video-related files where you want to reduce the amount of data to be loaded as much as possible.
Also, since it is widely used in figures and illustrations, it tends to be seen on social networking sites such as Twitter.
History of GIF
GIF was first developed by the American company CompuServe in the 1980s. However, as of 2023, the version that is widely used is the version revised in the 1990s.
When GIF was first created, there were problems related to patents, which caused some services to stop using GIF. Therefore, “PNG”, an extension that does not use patents, was developed. However, now that the issues related to GIF patents have been resolved, anyone can use GIF with confidence.
Why GIF images are still useful over time
Although a number of extensions have been created to replace GIF, such as PNG, GIF is still strongly supported. There are two main reasons for this:
Let’s look at each reason in detail.
Increasing needs due to the spread of smartphones
In the era when computers were the main internet device, a software called Flash was mainly used to create simple animation files. However, with the spread of smartphones, the situation has changed. Since the iPhone, which is loved by many users around the world, was not compatible with Flash, there was a growing need for GIFs that could be used on the iPhone.
Rich expressive power that appeals to the visual sense
Video appeals to the user’s visual sense. A study by an American research company reported that videos can convey 5,000 times more information than text. In fact, the amount of information that can be conveyed in one minute of video is equivalent to 1.8 million words or 3,600 web pages.
Creating videos using GIFs has the advantage of conveying a lot of information to users in a short amount of time. Additionally, the rich expressive power of GIFs has a greater impact than text, so the information is easier to remember.
GIF animations can also be used in Facebook video ads
Another important benefit of GIFs is that you can now use GIF animations in Facebook video ads.
By using GIF animations in Facebook ads, you can combine multiple images to promote your services and products, allowing you to deliver ads with a story. You can also increase your CVR (contract rate) and engagement rate (response rate).
In fact, GIFs are also used in Toyota and Uniqlo’s SNS accounts, although they are not video ads on Facebook. “DELL”, which is one of the overseas computer brands, seems to have improved its CVR by 103% compared to before advertising by distributing advertisements using GIF animation.
Uses of GIF files
GIF files have the advantage of being able to display simple images and animations while minimizing data volume. Due to these characteristics, it has the following main uses:
Displaying web graphics such as illustrations and logos
GIF files can display 256 colors, and are a suitable file format for creating simple illustrations and logos. It is mainly selected when creating images where you want to make the outline clear. Due to the small number of colors that can be displayed, it is not suitable for saving images that require high resolution and quality, such as photographs or delicate landscape paintings.
Creating simple animations that can be viewed online
GIF files are also a good storage format for creating simple animations that can be viewed online. Since smartphones became popular, internet memes have become frequently posted on blogs and social media.
GIF files have become a popular video storage format for posting Internet memes. Although it has a low resolution and cannot include sound, it is a very useful storage format because it allows you to easily create video content with a small capacity.
What is an internet meme?
Internet memes refer to cultures and behaviors that spread from person to person through the Internet. This refers to the phenomenon in which so-called joke content such as videos and images spreads. Video files of people dancing endlessly or repeating the same scene over and over again are sometimes posted in GIF format on blogs and social media, and that’s exactly what Internet memes are.
Meme is originally an internet slang word that is a combination of the English word “gene” and the Greek word “mimeme”. Therefore, there is no clear definition, and the phenomenon that spreads through repeated imitation, modification, and spread through the Internet is generally called an Internet meme.
There are two types of GIFs
There are two types of GIF: “transparent GIF” and “interlaced GIF”. From here, we will introduce the characteristics of each.
Transparent GIF (Transparent GIF)
Transparent GIF, also called transparent GIF, is a GIF that specifies a specific color used in the image as a transparent color in order to make the background transparent. By specifying one specific color as the transparent color, the pixel will be recognized by the software as transparent.
Therefore, the feature is that the pixels of the background color and the pixels of the substitute image are displayed as they are. The above mechanism also exists in PNG, which was developed as an alternative to GIF, so transparent GIF is sometimes called “transparent PNG”.
interlaced gif
An interlaced GIF is a GIF that rearranges the pixel data in a different order than the original display order so that you can see the whole image by just displaying the first pixel.
If the communication line is slow, the data is initially displayed in a mosaic pattern, and as the amount of data received increases, the display becomes clearer. A similar mechanism exists in JPEG, and is called “Progressive JPEG.”
Benefits of using GIFs
So far, we have explained the outline and types of GIF. Here are three benefits of using GIFs.
Let’s look at each in turn.
Supported in most environments
As mentioned above, GIF is an extension that was developed in the 1980s and has a long history. Therefore, it is supported in most environments and is compatible with basically any software, regardless of the user’s usage environment. Of course, it can be used on both computers and smartphones.
easy to create
GIFs are relatively easy to create. There are several tools that allow you to create GIF animations for free, and it takes less time than creating a video from scratch. If you want to create an animation using image data, it is generally best to use GIF.
No need for play button
GIF animations have the advantage of automatically playing without the user having to press the play button. When you post a GIF animation on social media, it will automatically start playing, making it easier to catch the attention of users and increase impressions.
For regular videos, you need a play button, and the video will not start unless you press the button, but GIF videos start automatically, so this is a huge advantage.
Disadvantages of using GIF
As explained earlier, while GIFs have various advantages, they also have disadvantages.
Here, we will explain the disadvantages of GIF.
Can only use up to 256 colors
GIFs can only use up to 256 colors. The biggest disadvantage of using GIF is the small number of colors. Since you can only use up to 256 colors, it is not suitable for creating real-life landscape images, complex illustrations, or gradations.
Not suitable for long lengths
GIF is just one of the image extensions. It is not suitable for long animations because it is not possible to create a scroll bar for the playback time like with videos. Also, the longer the playback time, the larger the capacity may be compared to the video data.
This has the disadvantage that it takes longer to load, which means it takes longer for playback to start. Therefore, when creating a GIF animation, it is recommended to keep the maximum length to around 30 seconds.
I can’t input audio
Since GIF is an image, it cannot include sound. Therefore, if you want to appeal to users’ five senses, we recommend using videos.
The usefulness of GIFs in marketing
GIFs are also used in promotions by large companies such as Toyota and Uniqlo, but what kind of usefulness are they from a marketing perspective? There are mainly four points to consider.
Let’s look at each in turn.
Since the data is lightweight, it does not affect loading speed
GIF is characterized by being relatively lightweight among image extensions. Therefore, if you use it on your website or LP, it will not affect the page loading speed much. The slower the page speed, the lower the SEO rating, and the higher the user drop-off rate, so it can be said that it is a very effective data format for marketing whose purpose is to capture as many users as possible.
Easy to increase SNS engagement rate
SNS such as Twitter, Facebook, and Instagram support GIF. In SNS, where text is generally the main focus, using GIF animations will help you differentiate yourself from others and will likely get more responses.
Posts that have many shares, likes, and high engagement rates are more likely to be ranked high on social media for a long time. Additionally, a high engagement rate is proof that the site is attracting user attention, which will have a positive impact on CVR.
Since playback starts automatically, there is less effort on the part of the user.
GIF animations start playing automatically without pressing the play button. Therefore, it is possible to reduce the user’s effort by one step. There is no doubt that it is easier to appeal to users than other video formats.
Easy to tell the story of your company or product
GIF animations can tell the story of your company or product in a short amount of time. In today’s age where users are overflowing with content, they are becoming less likely to respond unless the content is more appealing, but by using GIFs that are more like videos than just images, you can increase the probability of a response.
GIF videos can convey a charm that cannot be expressed with text or still images alone, are lighter than other videos, and start playing automatically, so they have a huge advantage in marketing.
The data is lightweight and can be played back without user effort.
Although a GIF animation is a video, it is actually a collection of image files. Therefore, the data is extremely lightweight and can be played back quickly.
Also, once a GIF animation is played, it loops infinitely, so the same video will continue to be played as long as it is displayed on the screen. From a marketing perspective, it also has the advantage of allowing users to continue playing without any hassle.
Easy to convey the story and effective for SNS
GIF animations are effective for SNS because they are easy to convey a story. For example, on Instagram, you can use GIF stamps with simple animations in your Stories.
These can be created by individuals, and the GIF stamps you create can be used by other Instagram users. From a marketing perspective, using GIF stamps to brand a company’s products, services, and the company itself is a very useful method.
GIF usage scenarios
Considering the advantages and disadvantages of GIF mentioned above, it can be said that it is suitable for creating the following videos.
In addition, even if the video does not meet the conditions, you can make it suitable for GIF by taking the following steps.
Next, let’s take a look at how to make videos using GIF. When used effectively, GIFs can easily attract users’ attention in a variety of situations, and can also play a role in marketing strategies. The main usage scenarios for GIF are as follows.
banner ads
By incorporating GIF animation into banner ads, you can convey the content of the ad in more detail. If you simply increase the number of animations by one, you will be adding one more display space, so you can convey two things to the user in front of you.
In other words, if you increase the number to three or four, you can convey a considerable amount of information with a single visual effect. In addition, by creating your own unique characters and using them in banner ads, you can create dynamic banner ads in which the characters move around the advertising space.
When used statically like this, the information given to the user can be doubled or tripled, and when used dynamically, it gives movement to characters and draws the user’s attention. You can. It is also a very easy-to-use file format that allows you to kill two birds with one stone.
SNS posts and stamps
By incorporating GIF animations into your SNS posts and stamps, you can easily catch users’ attention. Neuroscience has shown that although the brain moves, it is easy to pick up visual information, and the human eye is easily distracted by moving objects.
Based on these solid research results, humans pay more attention to dynamic things than static things. In other words, by incorporating GIF animations into SNS posts and stamps to make them dynamic, you can catch the attention of users.
Simple explanation
By using GIF animations to provide simple explanations of products and services, as well as instructions on how to use them, you can expect to have the effect of increasing users’ level of understanding. For example, even if software or applications are free, people will not download them unless they know what they can do.
Even if it is downloaded, it will not be used unless you know how to operate it. In these cases, users need to actively read the manual thoroughly, and it can be said that it is rare for users to go that far and decide to try using the software or application they come across by chance.
In such cases, if you can use GIF animations and just look at them, you can understand how the software or application is being used, and what kind of effects it has, and it will have the effect of making users want it. You can expect it.
In this way, the provider can learn about the product or service just by looking at the GIF animation, without having to give too much explanation.
comics
We often see advertisements using manga in listing advertisements. Manga is very easy to attract attention, and it is easy to get people to read it completely. You can easily tell your story, and you can expect the effect of branding not only your products and services, but also your company.
If you use the panel comic format, you can simply add GIF animations one by one and the user will read it to the end. Also, if you create a flip book, you can use original characters to move around and promote your products and services. Manga can be used in a variety of ways with just one use.
Lottery and spot the difference
Creating GIF animations such as lottery tickets and spot-the-differences with the aim of sharing and spreading them is also an effective means of SNS marketing strategy. In fact, participatory GIFs with a game feel are being put into practice in marketing strategies as an effective way to appeal to the smartphone generation. In particular, it is actively used on SNS as it makes it easier to get “likes”.
How to make GIF│Photoshop version
GIF format videos can be created using a variety of software and apps. This time, we will use Photoshop as an example, which is widely used due to its intuitive operation, and explain how to create videos using GIF.
The flow of video creation is as follows.
1. Select the material and import it into Photoshop
2. Display the image in the timeline panel
3. Convert to frame animation
4. Set frame display time and loop
5. 5.Export to GIF
1. Select the material and import it into Photoshop
Prepare images and videos and put them in a folder on your PC. Once the preparations are complete, follow the steps below to import the prepared material into Photoshop.
1. Log in to Photoshop
2. Select “Script” → “Import file as layer”
3. Select the image/video file to make into a GIF
2. Display the image in the timeline panel
Next, display the image/video in Photoshop’s timeline panel.
1. Select Window → Timeline to open the Timeline panel.
2. Select “Create frame animation”
3. Convert to frame animation
Next, convert the images/videos displayed in the timeline panel to frame animation.
1. Click the menu icon (top right of the timeline panel) and select “Create Frame from Layer”
2. Convert layers to frame animation
By separating them into layers, you can edit them as individual animations.
4. Set frame display time and loop
Next, set the frame display time and whether to loop.
1. Click on the number of seconds displayed below the frame and rewrite it to an appropriate length.
2. Select “Loop Options Menu”. If you select “Infinite”, it will play repeatedly.
5. Export to GIF
Save the last created video in GIF format.
1. Select “File” → “Export” → “Save for Web (Legacy)”
2. Adjust the number of colors and file size if necessary
For PC│3 recommended GIF creation software/tools
If you want to easily and professionally create GIFs on your PC, we will introduce software and tools that are recommended. We have summarized the features, service content, and availability of free trial versions of each software/tool, so please use this as a reference for choosing the software/tool that is best for you.
For smartphones│3 recommended GIF creation apps
gifs
gifs is a tool that allows you to create GIF animations for free from videos published on YouTube etc. It is also recommended for first-time users, as you can easily use it to edit text, crop videos, set margins, etc. without having to register for an account.
In addition, the created GIF animation can not only be saved as a file, but also displayed as a URL, so it can be easily used on SNS etc. However, an account is required when downloading as a file.
Official website: gifs
Convert video to GIF Racco Tools
If you already have a video, Otter Tools’ “Convert video to GIF” feature is useful. Drag and drop the video to the specified location, specify the size and speed, and you’re done.
In addition, Otter Tools’ “Convert video to GIF” function is an online tool, so there is no need to download software to your computer. It’s also recommended when you don’t want to increase your computer’s data capacity or when you want to create a GIF right away. Please note that all services are available free of charge.
Official website: Sea otter tools “Convert video to GIF”
PhotoDirector365
PhotoDirector365 is software from CyberLink, which is known for video editing software such as PowerDirector. The app version of PhotoDirector is also compatible with Android and iPhone, so you can use it when editing videos on your smartphone.
PhotoDirector365 has an excellent video that introduces how to use it, and even beginners who have never created GIF animations can easily create it by referring to the video. There is also a free trial version, so please check out the usability first.
Official website: CyberLink “PhotoDirector365”
GIF FAQ
We will explain frequently asked questions about GIF.
What is the difference between GIF and JPEG?
GIF and JPEG are both image data file formats that can compress and save images, but while GIF allows you to restore the compressed image to its original quality, JPEG The image quality cannot be restored.
GIF images can only use up to 256 colors, so complex photos or illustrations that use many colors may not display well. In that respect, JPEG can be said to be superior.
Note that while GIF and JPEG can reduce file size, PNG tends to have a large file size.
What is the difference between GIF and PNG?
Both GIF and PNG have in common that they are lossless compressed and can make the background transparent, but the difference is that GIF can display 256 colors, while PNG can display 16.77 million colors. Although GIF can only display a limited number of colors, it is the only file format that supports animation.
On the other hand, PNG can display a huge number of colors, 16.77 million colors, and can save full-color photos with the same image quality, but it does not support saving animations.
What is the difference between GIF and video?
GIF is an image data file format. When playing a video, you can use the playback time scroll bar to move forward or backward through each shooting scene, but the scroll bar does not appear with GIF. Unlike videos that can be taken for longer periods of time, it is recommended that GIFs be videos that are at most 30 seconds long. Also, GIF cannot record audio, so the video will be silent. Of course, you can also record video and audio.
What GIF image creation tools do you recommend?
Here are some tools to create GIF images.
summary
In this article, we have explained the overview of GIF, its types, and the advantages and disadvantages of using it. By effectively using GIFs, you can increase engagement rates on SNS, improve user convenience, and increase CVR. GIFs are supported in most environments and are easy to create, making them easy to use.
However, in order to use GIF effectively, you need not only an understanding of its advantages and disadvantages, but also accurate knowledge ranging from basics to applications. After relearning, why not try creating GIFs to introduce your company’s products and services?