We know it as a short, repetitive, visual message that just cycles and cycles. The GIF (Graphics Interchange Format) has just had it’s 25th birthday but it struck me recently that it still has much to offer if you just look at those qualities again...
Short - In large organisations communications are often overwhelming, constant chatter feeds of information all demanding to be heard - some relevant, some not so. It’s a cocophony of dischord, a screeching, a baying crowd of communicators all trying to tell you something. Short, punchy and relevant is good.
Repetitive - Those white-coated scientists have already proven that no matter how smart you are, as a human being you will still need at least six opportunities to see a message to properly absorb it. Many Internal Communicators send it once, assuming ‘you’re bright, you’ll get it’ but that’s not really going to do it. Think about those corporate values, latest products, innovations, one-off events or just plain,old risk notice reminders that never quite stuck.
Visual - paint a picture, tell a story with words or just be functional. Pictures still get attention so think about the channels you have to use a visual medium. An uber long corporate video doesn't always have to be answer - in fact, it frequently isn't.
As a communicator you still have to prioritise, segment, target and measure. I didn’t say it answered the whole challenge. But as a format it has already lasted over two decades, as a tactic it's worth a thought.
So, small in size, visual, flexible, repetitive, entertaining even and easily shared. Brands like Calvin Klein and Coca-Cola have embraced GIFs as a means to reach potentially untapped audiences on platforms such as Tumblr. GIFs are part of the cultural zeitgeist of 2012. What could using GIFs do for your communications?
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