What is a GIF, and how do you make your own?

GIF is an acronym that means “Graphics Interchange Format.” Pronounced “GIF” (or “JIF”) it’s essentially a highly compressed image file to quickly and easily allow the exchange of images between computers.

Animated GIFs have become an essential tool for expressing ourselves, boosting engagement, and creating hype online — both for individuals and brands alike. With millions of searches for GIFs every day, this image format certainly means big business. But how can you make these on-trend, bite-sized animations work for you?

It all starts with understanding what a GIF is, as well as why the format is so popular, how you can make your GIFs, how to use GIFs, and more. Without this knowledge, many business owners fail to realize just how effective GIFs can be for boosting brand identity and how these animated images can successfully be used to their advantage.

We’ve created this in-depth guide to teach you everything you need to know about GIFs, how you make your own, and how they can serve you. Let’s get started!

What is a GIF?

1. What is a GIF?

Firstly, let’s define the word GIF. Simply put, a GIF is a type of image file. Just like other image files, including JPEG, PNG, and BMP formats, a still image can be saved in GIF format. But here’s where a GIF differs from other image files: It can hold multiple images at once and can therefore be used to create moving images — much like a flipbook.

We refer to these moving images as animation, not video because GIFs can’t produce sound. They simply feature a series of still images in quick succession, often on a loop, and cannot be paused, rewound, or fast-forwarded like a traditional video file.

The format supports up to 8 bits per pixel for each image, which means that they’re restricted to 256 colors chosen from the 24-bit RGB color space. Additionally, GIFs use a lossless compression algorithm, which allows the original data to be perfectly reconstructed from the compressed data with no image data loss. GIF images also support transparency.

Originally, a GIF was referred to as a “Jif”, however over the years the term’s pronunciation as “gif”, as in “gift”, has become common. The Oxford English Dictionary and Merriam-Webster have both pronunciations listed, so no matter how you prefer to say it, you’re technically correct.

GIFs are popular on blogs, social media, and instant messaging applications, and are particularly used as funny or emotive reactions. They have become so widely used that the word “GIF” was named the Oxford Dictionary Word of the Year.

In the early days, most GIFs were simply moving icons, like flashing “Buy Now” buttons, but these quickly lost their popularity. With the rise of social media and instant messaging, however, GIFs made a comeback, as users realized they’re the perfect format for animated memes.

2. Who created the GIF, and when?

The GIF was created by an American computer scientist named Steve Wilhite in 1987. While working at tech giant CompuServe, Wilhite and his team were trying to develop a solution for one of the company’s most pressing issues: How could a color image file be shared without taking up too much of the computer’s memory?

CompuServe played a vital role in the 1980s, during a time before the World Wide Web was invented. When users wanted to transfer files or access email, chat rooms, forums, and information like stock quotes, they had to do so with hourly subscriptions from companies like CompuServe.

At the time, the PC market was divided between multiple, big-name companies, including Apple, Atari, Commodore, IBM, and Tandy, each of which had its method of displaying graphics. CompuServe didn’t just need technology that could quickly display high-quality images over slow connections. They also had to create a simple graphics format that worked across all computer models.

Wilhite was inspired by a lossless compression protocol called Lempel–Ziv–Welch, or LZW, and decided to base the GIF on this practice. By June, CompuServe had already started using the new image format for the very reasons they had first sought to develop it.

3. Why are GIF file formats so popular?

GIPHY, a global GIF search engine, boasts 500 million daily active users on its platform, making it more popular than both Twitter and Pinterest. Users on this platform alone send a whopping 7+ billion GIFs every day, so why exactly are GIF files so popular?

There are numerous reasons why GIFs have become such a widespread phenomenon across the internet. Let’s take a look at each of these below.

Expressions of emotions

People often use a single GIF to express a wide variety of emotions that can also reveal their moods, values, and interests. Unlike their ‘still’ counterparts, including Emojis and memes, GIFs can communicate with users on a deeper level, due to their animated nature. Take a crying Emoji, for example, which is relatively one-dimensional. If a person wanted to express their sadness using a GIF, however, they have a wide range of animations — all depicting different crying scenes, styles, and situations — to choose from, thus expressing their emotions more comprehensively.

For many, GIFs also allow them to convey the emotions they struggle to verbalize. Disorders such as autism, depression, anxiety, and borderline personality disorder can cause difficulties in allowing someone to express themselves accurately. GIFs are easy to use, plus their wide availability means the perfect GIF is available to suit every emotional response. By allowing a user to be better understood, GIFs, therefore, assist users in fostering personal connections with their peers in an online setting.

Humor

As humans, we crave the positive boost in mood that comes from having a good laugh. GIFs are essentially the digital version of telling a joke — all without having to type a single word. Their animated nature allows them to visually communicate a narrative, particularly using various comedic deliveries, including slapstick, satire, parody, screwball comedy, and more. As a result, they’re a great way for users to express their humor or lighten the mood about more serious online discussions.

Laughter has also been proven to help improve social and non-verbal communication and therefore plays a crucial role in strengthening relationships and group bonding. This is another reason for their growing popularity among friends, co-workers, and clients.

Cultural references

GIFs are also well-known for their ability to depict cultural concepts, which people identify with and share. This is because most GIFs are taken from the media we consume daily, such as TV shows, movies, music videos, news clips, and more.

Interestingly, studies show us that different countries prefer different GIFs, partly due to the different cultural references that are influential in each demographic. What this teaches us is that an individual’s interests and cultural background determine what they consume in their media diet, and these are then inevitably reflected in their choice of GIFs.

Science

We’ve all heard the saying “a picture is worth a thousand words,” but science has the data to back this up. You see, 90% of information transmitted to the human brain is visual, while the brain also processes images 60,000 times faster than it does text. Essentially, humans always have been and always will be visual creatures.

When we think about GIFs in this research, their popularity makes even more sense, as we are hard-wired to prefer the animated and visual nature of this format over others, such as text or audio alone. Simply put, the fast-moving nature of GIFs makes them more engaging than images, yet their shorter length makes them more comprehensible than video.

Ease of creation

All available web browsers have supported animated GIFs for a long time now, making them easily accessible to everyone across the globe.

Additionally, you don’t need special software or technical expertise to make a GIF. Using one of the many free GIF-making platforms available online, or even photo editing software you likely already own, creating your unique GIF is simple. We’ll even walk you through the entire step-by-step process in the next chapter.

4. How to make your animated GIF

Now that you understand what a GIF is, its humble origins, and why GIFs are so popular, let’s turn our attention to how you can make your own.

There are several easy-to-use platforms you can use online to make a GIF. We’ll be focusing on the most popular of these, as well as outlining the simple steps you need to follow. Keep in mind that you can directly hire a professional GIF animator on Fiverr, or you can use software such as Photoshop to create a GIF, however, this process is a lot more complicated and requires more advanced knowledge of photo editing software.

GIPHY’s GIF maker

We mentioned GIPHY previously as the leading GIF search engine, but the platform also has its own, in-built GIF maker that’s free to use. You can create a GIF using still images, video files, existing GIFs, YouTube videos, and more.

In the GIF maker, you can upload a series of photos to turn into a single GIF, enter a video URL from YouTube, Vimeo, or another GIPHY page, or drag and drop your chosen video file. Once you’ve done this, you’ll be taken to the next step in the process, which is to edit your GIF.

If you’re working with a video, it will prompt you to trim its duration. We recommend sticking to a length of 2-6 seconds, as this will ensure it is both engaging and small enough to share across social media or messaging platforms.

Click ‘continue to decorate’ to continue. In this section, you can add stickers, captions, or drawings to your GIF. Finally, upload the final GIF to GIPHY, and add tags to help other users find it. You can then share your GIF directly via social media, copy its link, download it, embed it, and more.

GIFS.com

GIFS.com is another online tool you can use to make your GIF. It lets you turn your favorite videos (personal, business, YouTube, Instagram, etc.) into editable GIFs within just minutes. Unlike GIPHY, however, it isn’t completely free to use, as more advanced features will require a paid subscription.

Start by copying and pasting a link to a short video you’d like to turn into a GIF. Once uploaded, indicate your GIF’s start and end time, as well as length, using the timeline located at the bottom of the screen.

Next, customize your GIF captions, themed stickers, effects, and more. Finally, name your GIF file, add tags so it is easily searchable, and use it in any way you see fit — whether that’s sharing its direct link, downloading the file, or embedding it on a blog.

Imgur’s video to GIF

If you’re looking for a basic tool that will convert any YouTube video into a short GIF, then Imgur’s Video to GIF is it. It doesn’t have the additional features of the previous GIF makers in this chapter, yet it’s remarkably simple and quick to use.

Start by entering the URL of the video you’d like to turn into a GIF. A preview of the video will then appear, under which you will be asked to select a starting point and the chosen length of your GIF. Once you’re happy with both of these selections, all that’s left to do is click “Create GIF”. You can then share and download your new GIF file.

LICECap

We’ve talked about GIF makers that let you turn videos and image files into a GIF, but what about if you want to turn a screen capture into one? This is where LICECap comes in handy, as it’s a free-to-use animated screen capture tool. This software is particularly useful for those wanting to create helpful GIFs that showcase a step-by-step process.

Start by opening the desktop app, which will display an open window that you can adjust to fit the whole screen or only a portion of the screen you’d like to capture. Then, hit the record button, which you can find in the bottom right-hand corner of the app, and type in a file name for your project.

Undertake whichever actions you’d like to record on your screen. Keep in mind that you can also pause the recording at any stage if you need to.

Once you stop recording, LICECap automatically saves your screen recording as a GIF.

Other GIF makers:

Need some more resources to create your GIF? The following are also popular GIF maker alternatives:

• Gift
• imgflip
• Make a GIF
• Canva GIF Maker
• Picasion

5. How to use GIFs

As you learned in the previous section, the process to make a GIF is straightforward and doesn’t require expensive software or extensive technical skills. But what if you want to search for ready-made GIFs to use?

To use a GIF, start by picking one that’s appropriate for the situation, then send it. Searching for the perfect GIF is easy, plus it doesn’t require you to download anything. Dedicated GIF websites, in-built social media searches, and even the keyboard on your phone will help you to search for and use GIFs. Here’s how:

1. In-built social media search

Many social media platforms, including Facebook Messenger and Twitter, have an in-built GIF search function. These work directly with popular GIF search engines such as GIPHY or Imgur and allow users to type in a search term, then view GIFs relating specifically to that theme. In many cases, selecting and using a GIF is as simple as clicking on the chosen GIF.

2. Copy the link

If you’ve browsed popular GIF sites, such as Gifycat, GIPHY, or Imgur, then you may have also noticed that they provide tools to let you copy the GIF’s link directly to your clipboard. Simply click the “copy link” button, then paste the link where you wish to use the GIF, such as in your blog editor, social media post, email, or more. On most platforms, the GIF will work automatically.

3. Google Keyboard

Did you know you can even use GIFs on the go within your text messages? Thanks to Google Keyboard, this is possible, as it offers Android, iPhone, and iPad users a built-in GIF function that allows them to use GIFs anywhere.

6. When should you use a GIF?

Understandably, GIFs are more appropriate to use in some situations, rather than others. So, when should or shouldn’t you use a GIF? We’ve outlined these different scenarios below.

Here are 13 effective and exciting ways that you can use GIFs:

To convey your brand’s personality

One effective way to build a deeper relationship with your brand’s audience is by showcasing your personality through GIFs that engage them — whether it has them vigorously nodding their heads in agreement or laughing until they cry.

Doing so will also make your brand appear more human and authentic within your audience’s eyes, as you’re displaying behavior they engage in daily with their friends and family.

As we explored earlier, GIFs also can convey our beliefs, values, interests, and mood — all of which will add to your brand’s personality and the way it is perceived by your audience.

To showcase a product

Want to let your audience get up-close with your product and view it from all of its flattering angles? The quickest and easiest way to allow them to do this is by showcasing your product as a GIF. Seeing these images in motion will allow viewers to engage with the product on a deeper level too, plus you can use close-up photographs to showcase important product details that may be overlooked in static product images.

To explain a step-by-step process

The slideshow nature of a GIF also makes it perfect for showcasing a step-by-step process, such as a recipe, DIY tutorial, or anything else that people want to learn how to do. As we covered earlier, humans are visual learners and absorb visual information 60,000 times faster than text. Therefore, next time you’re typing out a series of instructions, consider creating a GIF to accompany your tutorial or take its place entirely.

To convey your gratitude

GIFs can convey any emotion or mood you can think of, but from a brand’s perspective, their ability to express gratitude to your audience is perhaps the most important. This is because it is a lot easier to communicate gratitude through visual means, particularly when animated. Think about all of the physical mannerisms you might use to express how thankful you are to someone, and how these behaviors can be difficult to put into words.

Brands should include this as part of their marketing strategy when acknowledging other audience members or brands who have shared their content with their audience. Rather than a simple “thank you” or click of the ‘Like’ button, adding a related GIF with your message adds delight and allows your brand to stand out from others.

To create a mini-presentation 

Next time you’re sharing a report, article, or another eye-opening narrative, why not accompany it with a mini GIF presentation? Or if you’re feeling extra creative, turn your information into a standalone GIF that still conveys the important news — just in a shortened, visual form. Doing so helps readers engage with your content more easily, plus sparks their curiosity to learn more.

To demonstrate change over time

GIFs are also perfect for collating a series of images together that showcase change over some time. This might include the construction of a building, the growth of a plant, the design changes of a website, or even how a product has evolved over weeks, months, or years. This allows a GIF to communicate a visual and animated narrative, thus making it more effective than text or still images alone.

To advertise something

We’ve all seen those flashing, moving banner ads on websites and blogs, but did you know these advertisements are simply GIFs? The format’s ability to showcase a mini slideshow of images in quick succession makes it perfect for showcasing simple advertisements. If your brand has a print or TV advertisement that you want to repurpose and get more value out of, then consider turning it into a GIF.

To animate data

Data and statistics can sometimes be hard to digest, particularly when in text format. A GIF can animate this important data and use visuals to give it context, therefore making the information more popular and share-worthy among audiences. The entertaining nature of GIFs also makes them — and as a result, your brand — more memorable. It also allows you to use a familiar format to educate and inspire.

To offer a sneak peek

GIFs can also provide the perfect, bite-sized teaser for your brand, whether you’re announcing a new product, an exciting collaboration, or another big release. You can use your GIF to visually give away just enough information to spark your audience’s curiosity, without revealing elements you currently don’t want to share. It’s a win-win for your marketing strategy.

To showcase company culture

Showcasing your company culture through the fun nature of GIFs is another great idea for boosting your brand identity and revealing more about your company’s personality, beliefs, and values. GIFs can also offer a behind-the-scenes look at your business, which makes you more personable and human. Bring your fans closer to you by revealing who you are, what you look like, what makes you laugh, and what you’re up to each day in the office.

When your audience can relate to your brand on this level, they’re not only more likely to engage with your products or services, but it can also encourage top talent to want to work for your company.

To gamify your posts

Gamification uses game design elements to improve user engagement, including action and movement. Sharing GIFs on your social media channels can make the post seem more like a game than a form of advertising, and therefore is more effective at encouraging the viewer to join in or play along.

To reply in a fresh, on-trend manner

When you’re replying to many similar messages on social media, it can be easy for a brand to run out of Emojis to use or words to say. GIFs, however, are being made daily. With millions to choose from, a brand has every response imaginable at its fingertips. They’re a great way to reply to any comment, post, or Tweet in a way that shows your brand has its finger on the pulse of what’s trending.

7. Are animated GIFs subject to copyright?

A common question among GIF users is whether or not GIFs are subject to copyright, considering they use media content — such as scenes from TV shows, movies, news broadcasts, and more — than the user might not own the rights to.

In short, GIFs are subject to copyright, just like many of the other original creative works you find online. The reason why this question is commonly debated, however, is because GIFs have some confusion around the matter of copyright. Even though they are subject to copyright laws, there haven’t been any cases relating to GIF copyright infringement. As a result, there are no guidelines regarding penalties, or even how the legal system will enforce copyright on GIFs.

As with all original creative work including GIFs, if you use someone else’s copyrighted work without permission, then you’re infringing their copyright unless you can prove your use is considered ‘fair use.’

What is fair use?

Fair use is a legal principle that’s part of the Copyright Act. To be deemed fair use, one of these four factors must be regarded:

• The purpose and character of your use
• The nature of the copyrighted work
• The amount and substantiality of the portion taken
• The effect of the use on the potential market

If a GIF usage is determined to be fair use, then you can use that GIF freely without worrying about copyright infringement.

Using GIFs containing celebrities

Many popular GIFs feature the faces of celebrities or famous figures, however, these are potentially the most dangerous GIFs for businesses to use about copyright infringements. This is because public figures have a “right of publicity,” which allows them to control how their images, including those within GIFs, are used. If this person uses their right of publicity, your business may be hearing from their lawyer and receive a fine.

Therefore, unless your business can get the public figure’s permission, the copyright holder of the original work, and optionally, the GIF creator’s permission, it’s a good idea not to use the GIF containing this celebrity.

Additionally, businesses should be aware that some organizations have strict policies surrounding the use of public figures or clips of their content. Sports organizations including FIFA and the International Olympic Committee are just two of these. They have a zero-tolerance policy for GIFs featuring their content, in particular, and doing so may result in a fine.

The safest options for using GIFs

Thankfully, there are still numerous ways you can safely use GIFs for your business. Firstly, always check the terms of use for the organization related to the GIF’s content for a clearer idea of what they allow or disallow.

Secondly, use GIFs you own the copyright to by creating them yourself using media you own. This might include your videos or images. Finally, stock images are another great choice for use within GIFs. Just make sure you read the terms to ensure such usage is allowed.

Reap the benefits of GIFs

As you’ve learned in this guide, GIFs have become a vital tool for expressing ourselves, boosting engagement, and creating hype online for both individuals and businesses alike. Now that you know all there is to know about GIFs, including what they are, how the file type was developed, how you can make your own, how you should use GIFs, and more, you’re well on the way to boosting your online presence — both for yourself and your brand.

The best thing about GIFs is how versatile they are, so don’t be afraid to get creative, have some fun, and see where the world of GIFs can take you.