Marketers’ newest shiny toy: GIF stickers
Companies are experimenting with animated stickers for people to place over their Instagram Stories and Snaps.
Absolut Vodka, Red Bull, Jolly Rancher, Gucci, T-Mobile, Malibu Rum, Benefit Cosmetics, Essie and PepsiCo.’s new sparkling water label Bubly have all launched partnerships with popular GIF creator Giphy to create their own GIFs that live within Instagram Stories and Snapchat libraries, eager to reach young audiences in the ever-evolving ways they are communicating with each other.
The latest partnership took place this weekend with Bud Light. On May 25, Bud Light launched a dozen GIF stickers on Instagram and Snapchat that tie into the Anheuser-Busch company’s viral “Dilly Dilly” campaign, which it first introduced in summer 2017. The GIF stickers, which include cans of Bud Light pouring beer and the catchphrase “Dilly Dilly,” are an evolution of that trend, said Kyle Lazarus, Bud Light’s senior digital brand manager.
“People have gone past using GIFs for communicating one-on-one,” said Lazarus. “Now, they’re taking their own photos and placing animated stickers over them. We want to embrace that and bring the brand into their day-to-day communications more closely.”
According to a 2,000-person survey conducted by public polling group Harris Poll and Google-owned GIF-sharing platform Tenor, 69 percent of Americans use emojis, GIFs and stickers because they believe they can communicate their emotions better through images.
However, Instagram’s and Snapchat’s Giphy integrations are not the friendliest for companies. Specific GIFs are not easily discoverable on either platform; Instagram and Snapchat feature only a certain amount of GIFs when users select the option to use Giphy. So, in order to find Bud Light’s (or any companies’) GIFs, users have to know what to search for. Bud Light is using keywords like “Dilly Dilly” and “Bud Light” to make its stickers discoverable for users, but wouldn’t disclose what other keywords it’s using. Bud Light said it did not have to pay against these keywords. Instagram and Snapchat are also not doing any extra work to promote promotional GIFs within their platforms.
What’s more, it’s not easy to measure how ephemeral content performs. Lazarus said Bud Light will be able to track how many people use the stickers in their Instagram Stories and Snaps through its Instagram and Snapchat channels. Lazarus said Bud Light views its GIF stickers as a test of the space, but will keep them available for the summer regardless.
GIF stickers are fairly new to both Instagram and Snapchat. Instagram first introduced GIF stickers to its Stories in January. As these platforms are endlessly one-upping each other, Snapchat followed suit in February. Since then, both platforms have had a turbulent relationship when it comes to their GIF libraries. In March, Instagram and Snapchat had to suspend their Giphy features after users encountered a racist GIF, as reported by TechCrunch. By the end of March, both platforms had re-enabled Giphy after the GIF search engine committed to reviewing its library and said it would add more moderation to prevent future issues.
Companies work with Giphy’s Sticker application programming interface platform to distribute their GIFs through other compatible platforms. Benefit Cosmetics, for instance, has created 20 GIFs that reference its beauty products and company imagery, such as the Golden Gate Bridge and sayings like “New brows, who dis?” Along with Instagram and Snapchat, Benefit Cosmetics stickers are available over SMS and Giphy-compatible platforms Tinder and Slack.
How Salesforce is gathering its own customer data through its new streaming video play
Salesforce is combining data from Salesforce+ with data gathered from sales and customer service channels viewers inside its customer data platform.
‘We’re all figuring out what our new reality is’: How DTC underwear brand Thinx is diversifying its media mix with more OOH
As a cookieless future and Apple's data privacy updates loom over advertisers, at least one DTC brand is diversifying its ad spend by doubling down on OOH efforts.
Pay On Demand: Immediate payment for work growing in popularity as tech companies fight for talent
On-demand pay could be just the ticket for industries like the restaurant business struggling to find and keep workers in key roles.
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
Misfits Gaming partners with The E.W. Scripps Company in a bid to bring esports content to Floridian television viewers
Misfits’ is the most prominent Florida-based esports organization. Both its Call of Duty League team and its Overwatch League squad are based in the Sunshine State.
‘It’s really just like a catalog’: Overheard at the Digiday Media Marketplace Strategies Forum
Top concerns expressed included navigating selling on a multitude of new marketplaces and maintaining brand equity in the face of third-party sellers