How GIPHY is Transforming Brand Engagement

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The Missed Opportunity: Why Brands Underutilize GIFs

GIFs have evolved from simple internet humor to a fundamental part of digital communication. With billions of searches daily, GIPHY has become an essential platform where brands can tap into real-time cultural moments, embedding themselves directly into how consumers express themselves online. Despite this, most brands have yet to fully leverage GIFs as a marketing tool, according to Kevin Hein, Chief Growth Officer at GIPHY, who spoke at SXSW 2025. While advertisers focus on traditional performance marketing channels, GIFs offer a brand-safe, interactive, and highly engaging way to be part of everyday digital conversations.

“It’s shocking,” he said. “If you’re looking for brand-safe, high-engagement, creative storytelling inside messaging platforms, there’s nowhere else you can do it like GIPHY.” Brands often test GIFs on a small scale, creating their own GIF pages and uploading content, but few capitalize on their viral potential. Kevin has seen a consistent pattern—once brands notice organic traction on specific GIFs, they invest in paid activations to amplify those that are resonating. This approach allows them to scale engagement without disrupting user experience, a key differentiator from traditional digital ads.

However, brands are not experimenting at the level they once did. Kevin pointed out that marketing experimentation budgets—typically around 10%—were once handled by senior leaders who had the authority to scale successful initiatives. Now, those budgets are often assigned to junior teams who lack decision-making power, leading to stalled momentum. “That’s one of the biggest challenges today,” he noted.

Beyond Static Ads: The Emotional Power of GIFs

Unlike typical display ads, GIFs are chosen by users, making them more impactful than passive ad impressions. A GIF sent in a conversation carries intentionality—it expresses an emotion, reaction, or sentiment that words alone may not fully capture. This user-driven engagement is what makes GIFs such a powerful tool for brands looking to embed themselves seamlessly into digital conversations.

Kevin emphasized that brand recall is far higher when consumers actively select a GIF rather than scrolling past a traditional ad. “Think about the last time you sent a GIF,” he said. “It wasn’t random. It was an intentional choice to express how you felt.” This level of emotional connection is why brands incorporating GIFs into their campaigns often experience stronger long-term engagement and organic shareability.

This is especially evident in major cultural and live events, where brands that react quickly can extend the lifespan of their campaigns. Kevin pointed to Super Bowl advertising as a prime example. Brands spend millions on a 30-second TV spot, but once the game is over, most of that investment stops working for them. Those who create and distribute GIFs linked to their ad campaign keep the conversation alive long after the broadcast ends. 

AI’s Role: Enhancing Discovery, Not Replacing Creativity

Despite the rise of AI-generated content, GIPHY remains focused on human-curated storytelling. AI plays a role in optimizing GIF discovery and personalization, ensuring the right content surfaces at the right time. However, Kevin was clear that creativity itself must remain human-driven. “People don’t just want generic animations—they want personality, cultural relevance, and a human touch,” he said.

This balance between AI-assisted discovery and human-led creativity allows GIPHY to help brands maximize engagement without losing authenticity. AI’s ability to analyze GIF usage trends also provides valuable insights into consumer behavior, helping brands refine their approach. Rather than generating content outright, AI helps enhance how brands distribute and measure the effectiveness of GIF-driven campaigns.

The Next Big Shift: Real-Time Engagement & Creator-Led GIFs

Looking ahead, GIPHY is making significant investments in sports, entertainment, and creator-driven content. Live sporting events are a major focus, with the company recently partnering with NASCAR to create shareable, team-specific GIFs. Kevin sees this as a massive opportunity for real-time engagement, where brands can extend the lifespan of major events beyond the initial broadcast. This strategy applies beyond sports as well—when major cultural moments happen, like Beyoncé’s reaction at the Grammys, GIFs allow fans to engage instantly and continue the conversation long after the event.

For brands, the challenge isn’t just creating content—it’s knowing how to integrate it into cultural conversations. Many brands still view GIFs as a secondary asset rather than a core engagement tool, missing out on opportunities to connect with audiences authentically.

Kevin emphasized that brands should be allocating a portion of their marketing budget to GIF-driven engagement, but many remain hesitant to step outside traditional digital ad formats. “CMOs are under pressure to deliver results immediately, and that means experimentation is often pushed to the side,” he noted. However, brands that invest in organic, interactive storytelling—rather than just transactional advertising—are seeing lasting impact. With over a quarter of the world engaging with GIFs daily, brands that fail to embrace this shift risk missing out on one of the most powerful, yet underutilized, marketing channels today.

Disclaimer: The above podcast episode was generated using AI based on an interview transcript. While the content remains true to the original conversation, the voices, tone, and delivery were synthesized and do not represent actual recordings of the speakers. This AI-generated format is intended to enhance accessibility and provide an alternative way to engage with the discussion.

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