In the digital age, it is no longer just important to be seen - but to be remembered by the target group. GIF advertising is an excellent tool for this because it attracts attention, conveys emotions and makes complex content understandable in just a few seconds. Many companies are already using GIFs successfully, but the full potential offered by GIF advertising often remains untapped. In this article, we show you how to use GIF advertising as the centrepiece of your content strategy and which specific steps will help you get started.
Why GIF advertising? Key figures and impact
GIFs are more than just funny animations - they are an efficient marketing tool. Studies show that moving images significantly increase user attention because the brain reacts to movement[5]. GIFs load faster than videos, are usually soundless and also work optimally on small screens[2][3]. This allows companies to reach their target group directly in the newsfeed or on the website without technical hurdles disrupting the user experience.
GIF advertising can be used in a variety of ways: In social media, emails, on landing pages or even in out-of-home campaigns, the format is becoming increasingly popular. Especially in social media, GIFs increase engagement and reach because they invite sharing and commenting[7]. Companies report that GIFs in email campaigns can increase click-through rates by more than 40 per cent[2]. This is clear evidence that GIF advertising should not be underestimated.
BEST PRACTICE with one customer (name hidden due to NDA contract) An e-commerce company used GIF adverts specifically in its newsletter to communicate product promotions. The animation not only significantly increased attention, but also reduced the bounce rate. The conversion rate increased measurably because GIFs conveyed complex product information quickly and entertainingly. The company now regularly uses GIFs to advertise special promotions and special offers.
Dell, for example, achieved a 109 per cent increase in sales through GIF-based emails[2]. Netflix also used GIFs on large-format screens in public spaces to appeal to people emotionally without sound[2]. Such examples show that GIF advertising is not limited to digital channels, but can also be convincing offline.
How to get off to a flying start with GIF advertising
Getting started with GIF advertising is easier than many people think. Many tools such as Canva or Giphy offer uncomplicated ways to create your own animations[5]. If you want to start with existing motifs, you can find thousands of freely available GIFs on platforms such as Giphy, which can also be customised[6].
It is important that the GIF advert fits the company. The content should not simply be chosen at random, but should be specifically tailored to the message and the target group. Humour and emotional appeal are often successful approaches because they create closeness and make the brand more likeable[1].
BEST PRACTICE with one customer (name hidden due to NDA contract) A service provider from the service sector used GIFs in social media stories to explain process steps. The combination of text and animated image made complex services easy to understand. The interaction rate of the posts increased threefold and the company received a lot of positive feedback from new customers who felt addressed by the GIFs.
Another example: Coca-Cola and Disney regularly use GIFs on their blogs to make their content more lively[2]. Instead of dry explanations, users receive short stories that stick in their memory. In this way, even the everyday life of a product becomes a visual story.
Use cinemagraphs for even more attention
Cinemagraphs are a special form of GIF advertising in which only part of the image is animated while the rest remains static[4]. This variant looks particularly classy and automatically draws the eye to the movement. Cinemagraphs are ideal for showcasing products or increasing the dwell time on landing pages. Due to their visual appeal, they are often shared and thus contribute to increasing reach[4].
iROI-Coaching supports you in the development and realisation of your GIF advertising - from the idea to the placement. Together we analyse which content is best suited, how the target group can best be reached and how you can technically optimise the GIFs to achieve maximum impact.
How to optimise GIF advertising for SEO and conversion
GIFs can lead to success not only in social media, but also on your own website. Search engines favour websites that impress users with high-quality content and a pleasant user experience[4]. Animated images extend the time spent on a website because they invite users to linger and convey important information at a glance. Descriptive file names and suitable alt texts also improve the findability of your GIFs in search engines[10].
Another plus point: GIFs work without sound and are therefore not distracting in quiet environments or on mobile devices[2][3]. They are particularly effective on small screens because they load quickly, are easy to understand and are usually viewed to the end[3].
BEST PRACTICE with one customer (name hidden due to NDA contract) A media company used GIF adverts specifically on the homepage to advertise current topics and events. The animations were placed in such a way as to encourage visitors to scroll and read on. The time spent on the website demonstrably increased and users returned more frequently because they found the content particularly appealing.
It is also advisable to publish your own GIFs on platforms such as Giphy and set up a company channel there. This will increase your visibility because your brand will be found worldwide when searching for relevant topics[6]. Professional labelling and keywording increase the chances of your GIFs being shared and distributed.
The most common stumbling blocks and how to avoid them
GIF advertising is efficient, but not without its pitfalls. Too many animations quickly appear unprofessional or distract from the actual content[2]. GIFs should be used in a targeted manner and complement the content in a meaningful way. File size also plays a role, as GIFs that are too large can affect the loading time of the website[3]. Regular performance optimisation is therefore advisable[8].
Legal aspects must not be neglected. Only use your own content or licence-free materials to avoid warnings. iROI-Coaching will work with you to check whether your GIFs are legally compliant and fit in with your corporate identity.
My analysis
GIF advertising has become an integral part of modern marketing communication. It creates awareness, condenses complex messages to the essentials and demonstrably increases engagement on all digital channels. Companies that use GIFs in a targeted manner benefit from higher visibility, a more emotional customer approach and measurably better conversion rates.
Success depends on a coherent strategy. GIF advertising should not be an end in itself, but should be tailored to the target group and the respective channels. With professional support, for example through iROI coaching, getting started with GIF advertising is easy and safe. In this way, you can utilise the full potential that animated images offer for your business.
If you want to convince people digitally today, you should know the possibilities of GIF advertising and use them in a targeted manner. The step from static images to moving content is worthwhile - for more attention, more interaction and more business success.
Further links from the text above:
GIFs in social media marketing: how to use them correctly [1]
How to use GIFs in marketing [2]
The GIF in corporate communication [3]
Cinemagraphs: How to boost SEO with animated GIFs [4]
The use of GIPHY in online marketing [5]
The power of GIFs in digital marketing [6]
Why GIFs are important for your brand [7]
GIF optimisation to improve the performance of a website [8]
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
Deutsch 
English (UK)