Keying in on GIFs: Tenor Shows How Brands Use GIFs for Insights into Consumer Behavior

By Johnson, Lauren | ADWEEK, March 20, 2017 | Go to article overview

Keying in on GIFs: Tenor Shows How Brands Use GIFs for Insights into Consumer Behavior


Johnson, Lauren, ADWEEK


GIFs are more than just popular, looping clips on social media. As brands work to inject themselves into messaging applications and bots, marketers are also starting to dissect viral, silly GIFs to better understand how people use them as a form of communication. While busily working to build buzzy content, marketers are cranking out dozens of GIFs in hopes of capturing a cultural moment that puts their brand in front of millions of digital eyeballs.

"It's giving us a whole new tool set that allows us to get into internet culture where people don't want to watch commercials," said Dean McBeth, head of integrated strategy at CP+B, which handles social and digital work for Domino's.

To dig into exactly how consumers find and share branded GIFs, Tenor, the creator of GIF Keyboard, pulled search data on four big marketers for Adweek: Domino's, Netflix, Coca-Cola and Starbucks.

The data shines a light on consumer behavior, Caffeine lovers, for example, search for "Good morning" 2.1 million times every month before using a Starbucks-branded GIF. Another 8 million searches for "goodnight" and 900,000 for "hangover" are connected to Domino's. Netflix fans type in the keyword "sad" 6 million times a month to find looping videos featuring the streaming video site's shows and characters. And 12.9 million searches for "dance" result in consumers clicking on a GIF related to Coca-Cola.

"GIFs are becoming a more popular way for people to express their emotions and talk to their friends--they also allow us to share stories with our fans in their voice," said Peter Callaro, group director of the social center for Coca-Cola North America.

Beyond their popularity, the small, animated graphics are packed with insights for marketers to help shape future campaigns and creative,

"It's live, it's signaling intent," explained Jason Krebs, chief business officer of Tenor. "The creative sides of the agencies are going to see a whole brand new world--this is data and information that they've really only seen in small focus groups."

Adds Casey Roeder, director of business and strategy at Wondersauce, "It's essentially free research if [marketers] know the right way to unpack it."

According to Tom Buontempo, president of KBS-owned Attention, marketers should take note of such social stats because they can also change brand perception and positioning.

"A lot of those insights can impact how you're creating more GIFs in general, but it could go a lot more broadly," he said.

Still, there is work to be done with measurement. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Keying in on GIFs: Tenor Shows How Brands Use GIFs for Insights into Consumer Behavior
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.