“Rather than produce original content to convey every human sentiment, there’s a GIF out there for it,” said Spiridellis. In the next phase, companies will focus on building out services and monetizing chat apps’ massive user base.”Ĭoupled with the platform is the unique emotional connection of the medium to nearly everyone: GIFs express some things much better than still text or images. “The first stage of the chat app revolution was focused on growth. Falling data prices, cheaper devices, and improved features are helping propel their growth, the report notes. “If you look at the explosion of messaging and communication channels over the past five years, GIFs are mainly used for lightweight messaging, which corresponds with growth in messaging platforms,” says Gregg Spiridellis, founder of JibJab.Īccording to research from BI Intelligence, messaging apps now have 20% more monthly active users globally than social networks. Messaging apps now have 20% more monthly active users globally than social networks.īecause GIFs are easy to use and easy to integrate into mobile messaging, they developed a massive following alongside the explosion in messaging apps during the last five years. Nowadays, say “GIF” (whether you pronounce it ‘Ghif’ or ‘Jif’), and it’s synonymous with a short animated looping video.
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Although GIFs were originally static, by 1989 users had figured out how to use the format to make short looping animations. Since their creation in 1987 by Steve Wilhite, a programmer at online service Compuserve, GIFs have been one of the web’s most popular image formats. To what can we attribute the swift rise of GIFs to global cultural phenomenon? It’s a combination of factors, but messaging is without a doubt the most responsible. These artists can make money creating original GIFs for clients, used for everything from on-stage backdrops for DJs to promotional tools for brands. Companies like Giphy and Tenor are working with content partners to establish licensing agreements and fair use agreements that offer clarity to advertisers.Īnd artists like Pi-Slices, the founder of the GIF Artists Collective, are helping other artists working in the GIF medium to promote their work.
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However, copyright issues surrounding GIFs remain an obstacle to advertisers: Fair use issues around GIFs extracted from television shows, pro sports, and movies remain unclear. In early 2017, Facebook quietly tweaked their product so advertisers could post animated GIFs in the newsfeeds of targeted customers. The medium is growing as a format for advertising and even monetization, too. The NFL even got into a tussle when it expressly forbid NFL teams from posting GIFs made from game footage to Facebook or Twitter. In Boston, the Massachusetts Bay Transit Authority recently partnered with GIF startup Giphy to use looping GIFs of cute animals to teach passengers subway etiquette. GIFFest recently took place in Singapore, sponsored by the city-state’s National Arts Council.
There are GIF art shows inside physical galleries. But developers and customers alike quickly heralded the new support for GIFs in the Photos app with unfettered joy, signalling that those short animated videos had officially shifted from zeitgeist oddity to required communication tool. It wasn’t even announced on the WWDC stage. The most vaunted feature emerging from Apple’s June iOS 11 unveiling wasn’t Siri’s new translation abilities or a smarter keyboard.
For app makers and developers, GIFs mean business.
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