Statistics and data around the use of GIFs in communication include the fact that the use of GIFs in emails nearly doubled between 2015 and 2016, while more than 100 million people see GIFs on a daily basis. A deeper look at some illustrative statistics follows.
GENERAL GIF STATISTICS
More than 1 billion GIFs are served every day.
Each day, more than 100 million people view GIFs.
On Tumblr, there are 23 million GIFs posted per day.
Five million GIFs are exchanged via Facebook Messenger daily.
Slack sees more than two million GIF interactions every month.
Based on an email market study conducted by Experian, 50% of all marketers are already using GIFs in their emails.
MarketingSherpa found that GIFs increase click rates by 42%, revenue by 109%, and conversion rates by 130%.
WHO IS SENDING GIFS IN THEIR EMAIL COMMUNICATIONS
Dell uses GIFs in its email campaign marketing during the release of its XPS 12 Convertible Ultrabook.
American Apparel & ShoeDazzle also used GIFs in their emails to showcase their products.
Other popular brands using GIFs in their emails are Kate Spade, Anthropologie, Nike, and Chanel.
Wave used GIFs in its emails extensively and noticed some very positive results, including increased engagement and clicks.
Buzzfeed has been embracing the GIF in its email program.
In an effort to get its subscribers to click through an email to "unwrap" a gift, Ann Taylor LOFT used the GIF of a present to generate interest and intrigue.
MailChimp used animated GIFs in a series of emails to help explain its redesigned interface.
Similarly, Sprout Social also used a GIF to show off the interactions of its redesigned iPhone app.
Headspace, a meditation company, used an adorable sock GIF in its emails as a way to entice readers to keep reading.
Brands that have mastered GIFs in email marketing include Chanel, AQ/AQ, Anthropologie, ASOS, Boden, Bonobos, Kate Spade, Charlotte Tilbury, Monki, Nasty Gal, Nike, Dorothy Perkins, Semaine, Selfridges, Steve Madden, Topshop, The Kooples.
OTHER COMPANIES USING GIFS
Disney managed to perfect the use of GIFs on Tumblr.
Several celebrities and public figures are using GIFs in their personal branding. These include Barack Obama, Conan O’Brien, and Lady Gaga.
Corporate companies using GIFs are McDonald’s, Facebook, Twitter, and Nike.
Bonobos' use of a GIF that demonstrated its tearaway chinos product was deemed "better way to display the product than simply saying, 'New! Chinos you can rip off'."
Brit+Co used a flipping page GIF to showcase its latest book.
Nintendo announced its collaboration with Vans through Tumblr by using a GIF.
Some companies using GIF to engage with their audiences are Buffer, Oreo, Southwest Airlines, and Coca Cola.
Netflix, along with Ogilvy Paris, used GIFs in outdoor advertising when they decided to create 100 different GIFs for the promotion of the service’s launch in France.
WHY THOSE PEOPLE LIKE TO SEND GIFS.
GIFs convey precise meaning that allow audience engagement within seconds.
Companies often use GIFs to demonstrate how their product or service works.
GIFs are a fun way to show customers how to do something.
Some companies have used GIFs as a preview of what is to come, similar to a movie trailer.
GIFs are sure to grab attention much more quickly than a headline can.
Other reasons companies and people enjoy sending GIFs include;
They’re easy to consume.
They are appealing, but also effective;.
GIFs work better than images and are cheaper than video.
GIFs "speak the internet’s language."
GIFs are mobile-friendly.
They are excellent for hooking users.
GIFs can be used on different platforms.
They tell a story.
They make promotions more interesting.
Audiences find GIFs engaging.
GIFs are a way of thinking differently with content.
GIFs typically take less money to produce than other mediums, like video.
They’re very shareable, since most social media platforms offer GIF support.
Since millions of pre-made GIF s are readily available, content sourcing is simple.
Moreover, creating a new GIF is usually a very straightforward process.
GIFs add an "element of delight" to email campaigns that isn't usually possible with static email designs.
Funny GIFs are popular since audiences enjoy humor.
GIFs can showcase products and entice readers to learn more about those products.
WHERE PEOPLE SEND THEM
GIFs are often sent to customers, particularly Millennials ages 18 to 34, who say such images help them communicate their thoughts and feelings better than words.
Surprisingly, people over the age of 65 agree that GIFs can communicate feelings better than words on social media.
HOW ARE THE GIFS BEING SENT
According to Twitter, GIFs are being sent through tweets and direct messages.
GIFs can be used in many social platforms, but Facebook, Twitter and Tumblr are the most popular.
GIFs may be used in either social media or email marketing as a different way of informing the audience about a new product.
GIFs can be used as part of an outdoor advertising campaign.
Large companies incorporate GIFs into larger marketing campaigns that involve including them in the emails sent out to customers.
Another popular way to incorporate GIFs into marketing materials is by including them in blog posts.
We searched online for resources focusing on the statistical data around the use of GIFs in communication, such as who is sending GIFs in their email communications, why those people or companies like to send GIFs, where they are sending them, and how GIFs are being sent. We looked for press releases, news articles, industry research, market research, trusted blogs, statistical studies, and research about GIFs, for information to satisfy the request. We extensively researched through a variety of sources such as drip.com, clickz.com, time.com, litmus.com to locate formal studies on how GIFs are used in communication. We then extracted the most pertinent data and statistics that illustrate GIF usage by companies and social media users in their communication efforts.