\nWhether you are looking for Joey in ‘Friends’ to say \u201cHow you doin’?\u201d…
\n
![\"Joey](\"https:\/\/media.giphy.com\/media\/3og0IQCfsZXScpvKhi\/giphy.gif\")
\n..or Michelle Obama doing the happy dance…
\n
![\"Michelle](\"https:\/\/media.giphy.com\/media\/TI8yz4eu34zDO\/giphy.gif\")
\n..services like Giphy serve up more than 1 billion gifs on a daily basis.
\nBut is it appropriate for a brand to use these third party images? It’s a question we’ve been asked by some clients.
\nDo gifs have a place in the content calendar and can they be used when responding to customers?
\nWhile it might look cute or funny to use a third party gif in a content calendar, it is inadvisable for a reputable brand to use gifs that have not been produced by its own creative team. The gif will not have the same look and feel as your own brand guidelines and will detract from your marketing message.
\nThere is, of course, also the issue of copyright and trademark infringement. Just because someone created a gif and it is available from a third party site such as Giphy, Imgur or GifBin, this doesn\u2019t mean you can reproduce it. Avoid those legal issues by using your own well thought and executed gifs.
\n
![\"'Im](\"https:\/\/media.giphy.com\/media\/l0Iy4ARBMHASMvpZe\/giphy.gif)
\nWhat about interacting\u00a0 with your audience via gif? For example: replying to customers using third party gifs, with an actor saying “sorry”. Unfortunately, it comes across as a bit weak and unconvincing.
\nThere’s also the wider context of the image to consider as well. What happens if this person becomes embroiled in a scandal or the show\/film is cancelled\/bombs, how does this look to your customers?
\nThe safest bet is to design your own creative gifs to commonly asked questions. This shows the uniqueness of your brand and also that you care about your customer service.
\nGifs from third party sites are fine for personal accounts. I love them and we all do. Here\u2019s one of my favourites:
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![\"Blinking](\"https:\/\/media.giphy.com\/media\/wR32WiuLP6IvK\/giphy.gif)
\nBut for brands, create your own. It shows creativity, a deeper understanding of your audience and allows the brand to stand out from the crowd.
\nBrands should use their own gifs, as part of their content marketing strategy. But don\u2019t overuse them (yes, I know there’s a few in this post, but I think it can support a few more than usual) and most importantly, ensure you use them appropriately across your social channels.<\/p>\n","protected":false},"excerpt":{"rendered":"