Short Form Content

The Future of Mobile Marketing

Richard Rabbat, CEO Gfycatrichard@gfycat.com

Facebook users watch only the first 10 seconds of a video on average—and the average view time is decreasing.

The Shift to short content

Source: Locowise (link)

When did the shift start?

The GIF predates the Internet! It was invented in 1987People have shared short, looping animations on the Internet for as long as it’s existed

A brief period of obscurity…GIFs fell out of favor as new, more efficient video formats took over

The Smartphone EraShort animations have rebounded in popularity!Consumers love short content: it’s perfect for viewing on your phone

How many times do you look at your phone per day?

0

15

30

45

60

35-60 25-34 16-24

The evolution of messagingThe shift to visual communication began with text messaging.First text only, then emojis, then stickers, and ultimately GIFs and Snaps

Why do we skip long videos?Evolution dictates that we pay attention to new motion, color, and change. We get bored of long videos

Users are already turning marketing content into GIFs and other types of short for content—and brands are capitalizing on this by turning their long content into short moments.

Short content and your brand

Tango saw that GIF users sent 250% more messages and had 30% higher retentionGIFs in email marketing: Dell saw 109% increase in revenue

Short content is a powerful tool

Marketers must compete with other media Users are bombarded with content in every direction.Short-form content is an important part of marketing strategy.

Pay attention, marketers

Trend-setting marketers are already using GIFs to build an in-touch brand voice, share quick product demonstrations, and provide visuals to break up text.

A visual future

Work with a studio!Look for a content team that specializes in GIFs and short content

GIFs not your forte?

Put your content in the hands of the audience! Make it an experience that allows their voice to be heard. Let consumers feel like they have ownership over the things they share.

Make it interactive

Use emerging tech to capture consumers’ attention.Users don’t just want to consume content: they want to create it too.AI can enable new content creation experiences.

Explore new technologies

AI Generated Content

AI can predict trends. For instance, our facial recognition tech allows us to see when celebrities are trending

AI and trends

AR will become increasingly important to how we experience content:Location-specific, personalized, and part of daily life —not just something we look at on laptops or phones.

Augmented reality

AR is already everywhere“We’ve seen from the explosion of games like Pokémon Go and others that augmented reality games are increasingly going to be A Thing.”—TechCrunch

“Apple’s new AR features are proof that wearables are coming”—WIRED

“Augmented reality will be as practical as it is playful.”—VentureBeat

AR experiences can happen anywhere

Immersive experiences are powerful! Once you draw consumers in, you have the opportunity to influence their emotions

360 and VR

“The immersive 360Loops from Mission: Impossible – Fallout are quite remarkable, giving us a behind-the-scenes look at the stunts that Tom Cruise loves to do.”—Deadline

VR enables impossible experiences

Gfycat is the world’s largest user-generated GIF platform.We partner with brands to bring your content to our millions of users.

About Gfycat

Questions?

Richard Rabbat, CEO Gfycat

richard@gfycat.com

1. Title slide2. Shift to short content3. Origin of the GIF4. Rise, fall, rise of the GIF5. Smartphone era6. Times/day consumers look at phones7. Evolution of messaging8. Why do we skip long video?9. Short content and your brand10. Short content stats11. Pay attention, marketers12. Visual future13. Hire a studio14. Wonder woman15. Interactive (Power Rangers)

16. New technology (Chris Pine)17. AI generated content18. Derpfakes19. AI and trends20. Augmented reality21. AR quotes22. AR can happen anywhere23. Snapchat AR filters24. 360 and VR25. Mission Impossible26. Henry interacts with 36027. VR enables impossible experiences28. About Gfycat29. Questions?30. Richard contact info