Using GIFs to Increase Conversions: Why and How?

Key facts

• UGC SHOP says GIFs combine images, text and video-like motion in one short, fun format.
• UGC SHOP notes that images are more noticeable than text and videos usually draw the eye better than images, but video can be quite expensive to create.
• According to UGC SHOP, GIFs are easy to produce and can mostly be found for free.
• GIFs loop, so a viewer who misses the message the first time sees it again.
• UGC SHOP points to GIPHY as an easy tool for creating GIFs with captions, filters, stickers and more, and says most GIFs seen while scrolling are made with it.
• UGC SHOP recommends using GIFs across social media platforms, especially Instagram Stories, to build brand awareness and probably conversions.
• The post gives no measured results or statistics; it is advice and reasoning from UGC SHOP.

Why do GIFs help increase conversions?

UGC SHOP says GIFs can support conversions for three reasons: they deliver a message in a fun and quirky way, they are simpler and cheaper to produce than video yet more eye-catching than static images, and they communicate a lot quickly and loop. The post offers this as reasoning, not measured results.

How do GIFs grab an audience's attention?

UGC SHOP says a GIF is more efficient and aesthetically pleasing than a static image or a large block of text for drawing attention to a cause or value a company believes in. If a viewer's values match the brand's and the GIF catches their eye, they may be more likely to click to learn more.

Why are GIFs simpler than video and better than images?

According to UGC SHOP, GIFs sit between images and video. Images are more noticeable than text, and videos usually draw the eye better than images, but videos can be quite expensive to create. GIFs are easy to produce and can mostly be found for free, which is the post's case for them.

How quickly do GIFs get a message across?

UGC SHOP says GIFs communicate a lot in a short period of time, and because they loop, a viewer who missed the message the first time sees it again. That short, repeating format lets a brand make its point without long text or a full-length video.

How can a business use GIFs to increase conversions?

UGC SHOP recommends four tactics for using GIFs to increase conversions: create branded GIFs, show your brand identity, introduce your team or a new product, and use GIFs across social media, especially Instagram Stories. Its examples pair each GIF with a caption, a call to action or a promo code.

How can a business create its own branded GIFs?

UGC SHOP suggests making your own GIFs rather than relying only on the repetitive ones found online, so they leave a positive impression and keep your audience up to date with what you are doing. It points to GIPHY, which lets you add captions, filters, stickers and more, and says most GIFs seen while scrolling are made with it.

How should a brand show its identity in GIFs?

UGC SHOP says showing brand identity matters because it is what differentiates a business from its competitors. Examples include an atypical office policy, a unique product or service, or an unconventional team strategy. UGC SHOP advises showing these off, because humanizing the brand gives it more credibility and attention.

How can GIFs introduce a team or a new product?

UGC SHOP says consumers usually prefer small businesses whose few employees they get to meet, so it is vital to introduce the whole team, not only the CEO. Its examples are a team holiday or birthday GIF with a caption and call to action, and, for a fashion brand, a GIF of someone smiling while trying on an outfit with a caption and promo code.

Where should GIFs be used?

UGC SHOP recommends using GIFs across social media platforms, especially Instagram Stories, and calls them a smart marketing tool that many marketers underestimate. Consumers are used to seeing images, text or video alone, while GIFs combine all three in a short, fun way, which UGC SHOP says leads to brand awareness and probably conversions.

Does the post give data on how well GIFs convert?

No. The UGC SHOP post on using GIFs to increase conversions contains no measured results, statistics or case studies. Its claims are advice and reasoning, and it hedges its conclusion, saying GIFs lead to brand awareness and, probably, conversions. Treat the recommendations as suggestions to test rather than proven outcomes.

Who is UGC SHOP, the publisher of this post?

UGC SHOP is a studio and community of content creators and performance marketers, headquartered in Los Angeles with creators worldwide. It sources and produces user-generated content, video ads and creative assets for brands running paid advertising, including D2C and e-commerce brands, agencies, SaaS, wellness and fintech brands. This GIF post is one of its blog articles.

Frequently asked questions

Why does UGC SHOP say GIFs work better than static images?

UGC SHOP says GIFs are more efficient and aesthetically pleasing than a static image or huge text for grabbing attention, and that they combine images, text and video elements in one short format.

Are GIFs cheaper than video, according to UGC SHOP?

Yes. UGC SHOP says creating videos can be quite expensive, while GIFs are easy to produce and can mostly be found for free.

What tool does UGC SHOP suggest for making GIFs?

GIPHY. UGC SHOP says it lets you create GIFs and add captions, filters, stickers and more, and that most GIFs seen while scrolling are made with it.

Where does UGC SHOP recommend using GIFs?

Across social media platforms, especially Instagram Stories.

What kind of GIF can introduce a new product?

UGC SHOP gives the example of a fashion brand posting a GIF of someone smiling while trying on an outfit, with a caption and a promo code.

Why should a brand introduce its team in a GIF?

UGC SHOP says consumers usually prefer small businesses whose few employees they get to meet, so it recommends introducing everyone on the team, not only the CEO, for example with a holiday or birthday GIF.