Gather around Facebook fans. A tech firm, Giphy, announced via Twitter this morning that they launched a Facebook GIFs product. Immediately, social buzz surrounded the news and numerous brands jumped on the opportunity. Giphy told AdWeek that they already are "actively developing partnerships with brands and publishers."
One of the first large retailers to jump on the GIFs bandwagon was The Gap. The Gap highlighted their Tumblr campaign, “What’s Blue to You” contest. Along with their GIF, they posted their promotional hashtag #BacktoBlue.
Giphy created the product on Facebook’s API. They are the first marketer to author code that enabled GIFs on this social network for some time. Years ago, Mark Zuckerberg & Co. cut off GIFs from Facebook. However, the startup company said that Facebook is okay with their embedded strategy.
It complied with Facebook’s guidelines. At this point, Giphy is the only provider for this marketing feature. It will be exciting to see how brands utilize this new opportunity along with the competitors that will be joining in.