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Where's the lie?
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Heinz Ketchup, Chuck E Cheese, and Target are a few brand examples using Giphy as part of their strategy. Hope digging into those helps! Ultimately in your situation at this moment it seems to just be a fun vanity metric, but you could use it as evidence of the potential of future branded gifs.
Really helpful! Didn’t think of it that way. Thank you.
Bowl Leader
Views are great, but you need to ask what views lead to. What is the goal of the gif? How does it fit in your toolset?
Bowl Leader
"Self-serving" doesn't really mean anything from a strategy perspective. You're a creative director. Sell me on why you wanted a gif to begin with. What can it do for promoting the brand? Why the heck am I supposed to want to throw budget at this?
With what you've presented here, I wouldn't have allocated staff to this. You wanted a shortcut. You didn't tie in the brand. Frankly, you're looking at what appears to be cumulative numbers without consideration for how many of those views were people browsing for a gif in their social media client or keyboard. Without anything tying back to the brand, you've created 20 million+ views for no reason while taking up company time.
This is not a good look, and I don't see any way to spin it.
It depends on the space and the client and the strategy. But I’d say there can be value in
1. Raising awareness of an issue or problem people didn’t know they had and the gifs are relevant to that problem, you raised awareness of the need for their offering (like if they sell dog hats and all the gifs are like “hatless dogs are cringe”)
2. Promoting conversation about a new or misunderstood element of their sector (like if they work in crypto and all your gifs are mega relatable for people who buy crypto) then you’re promoting conversation around their unique value add by giving people the tools to talk about it.
It’s obviously less of a direct connection than “the brand name and a cta was in the gifs” but those would have been bad gifs. If you gave important audiences a way to talk about your client’s offering, industry, or the problem they’re solving, and those are key pieces of the strategy, then it’s at least defensible.
https://econsultancy.com/10-brands-getting-creative-with-gifs-and-looping-video-on-instagram/
I mean if there isn’t a logo or any tie back to the brand then it doesn’t actually do much for the brand. 🤷🏻♂️
Right thank you. How do brands view their Giphy engagement/does it matter to them? All it does for us is that it makes good IG story stickers for our content. I was just surprised by the number of views
It is not pointless. It is COMPLETELY POINTLESS. Hire a creative director to suggest ways forward. Oh wait....
Lol yup I’m a creative director not a marketing director