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Facebook users watch only the first 10 seconds of a video on average—and the average view time is decreasing.
The Shift to short content
Source: Locowise (link)
When did the shift start?
The GIF predates the Internet! It was invented in 1987People have shared short, looping animations on the Internet for as long as it’s existed
A brief period of obscurity…GIFs fell out of favor as new, more efficient video formats took over
The Smartphone EraShort animations have rebounded in popularity!Consumers love short content: it’s perfect for viewing on your phone
How many times do you look at your phone per day?
0
15
30
45
60
35-60 25-34 16-24
The evolution of messagingThe shift to visual communication began with text messaging.First text only, then emojis, then stickers, and ultimately GIFs and Snaps
Why do we skip long videos?Evolution dictates that we pay attention to new motion, color, and change. We get bored of long videos
Users are already turning marketing content into GIFs and other types of short for content—and brands are capitalizing on this by turning their long content into short moments.
Short content and your brand
Tango saw that GIF users sent 250% more messages and had 30% higher retentionGIFs in email marketing: Dell saw 109% increase in revenue
Short content is a powerful tool
Marketers must compete with other media Users are bombarded with content in every direction.Short-form content is an important part of marketing strategy.
Pay attention, marketers
Trend-setting marketers are already using GIFs to build an in-touch brand voice, share quick product demonstrations, and provide visuals to break up text.
A visual future
Work with a studio!Look for a content team that specializes in GIFs and short content
GIFs not your forte?
Put your content in the hands of the audience! Make it an experience that allows their voice to be heard. Let consumers feel like they have ownership over the things they share.
Make it interactive
Use emerging tech to capture consumers’ attention.Users don’t just want to consume content: they want to create it too.AI can enable new content creation experiences.
Explore new technologies
AI Generated Content
AI can predict trends. For instance, our facial recognition tech allows us to see when celebrities are trending
AI and trends
AR will become increasingly important to how we experience content:Location-specific, personalized, and part of daily life —not just something we look at on laptops or phones.
Augmented reality
AR is already everywhere“We’ve seen from the explosion of games like Pokémon Go and others that augmented reality games are increasingly going to be A Thing.”—TechCrunch
“Apple’s new AR features are proof that wearables are coming”—WIRED
“Augmented reality will be as practical as it is playful.”—VentureBeat
AR experiences can happen anywhere
Immersive experiences are powerful! Once you draw consumers in, you have the opportunity to influence their emotions
360 and VR
“The immersive 360Loops from Mission: Impossible – Fallout are quite remarkable, giving us a behind-the-scenes look at the stunts that Tom Cruise loves to do.”—Deadline
VR enables impossible experiences
Gfycat is the world’s largest user-generated GIF platform.We partner with brands to bring your content to our millions of users.
About Gfycat
Questions?
1. Title slide2. Shift to short content3. Origin of the GIF4. Rise, fall, rise of the GIF5. Smartphone era6. Times/day consumers look at phones7. Evolution of messaging8. Why do we skip long video?9. Short content and your brand10. Short content stats11. Pay attention, marketers12. Visual future13. Hire a studio14. Wonder woman15. Interactive (Power Rangers)
16. New technology (Chris Pine)17. AI generated content18. Derpfakes19. AI and trends20. Augmented reality21. AR quotes22. AR can happen anywhere23. Snapchat AR filters24. 360 and VR25. Mission Impossible26. Henry interacts with 36027. VR enables impossible experiences28. About Gfycat29. Questions?30. Richard contact info
![Hotsms Mobile & Crossmedia ( Richard Otto) [Mobile Marketing & Mobile Advertising]](https://img.pdfslide.us/doc/110x75/55653f4cd8b42a313f8b52ca/hotsms-mobile-crossmedia-richard-otto-mobile-marketing-mobile-advertising.jpg)
