Giphy delivers an astounding 7 billion GIFs and stickers to 500 million users daily. Its API is the backbone of nearly every major messaging platform, including Facebook, Twitter, Instagram, and TikTok.
This presents a unique opportunity for brands to enhance their visibility. By simply creating a Giphy brand channel, any GIF you upload becomes accessible through Giphy’s extensive search engine. You can easily incorporate your logo, product, or even a URL into your content.
Take, for instance, Facebook Messenger: when you search for a Premier League footballer, you’ll notice the BT Sport logo prominently displayed in the top right corner, signifying their ownership of the Premier League match rights.
Levelling the playing field
Google Search is largely controlled by major corporations and their backlinks, whereas Giphy offers a more equitable environment for all users.
Consider Karla and Co., a vibrant Latina clothing brand that struggles to gain visibility on Google. However, on Giphy, they can attract an impressive 100,000 views daily with just 16 sticker uploads.
The secret lies in crafting GIFs that resonate with your audience’s search intent while facing minimal competition.
Take Karla’s sticker featuring the Latin American expression “Ay Mama” as a prime example. It stands out as the sole sticker on Giphy tagged with this phrase, ensuring that anyone searching for it encounters only her sticker, along with the vital exposure of her URL.
Who should be doing this?
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Consumer brands are leading the charge with this strategy. Take Starbucks, for example; their Pumpkin Spice Latte search term garners over 1 million views each day.
However, this is also where the majority of the competition lies. In the tech industry, for instance, there are significantly fewer keywords being utilized.
Stickers or GIFs
When deciding between creating GIFs or stickers, it’s essential to consider the characteristics of each. GIFs feature solid backgrounds, while stickers come with transparent ones. Additionally, Giphy provides distinct APIs for both formats, which various applications utilize.
Platforms like Facebook, Twitter, and WhatsApp leverage the GIF API, whereas Instagram, TikTok, and Snap utilize the sticker API. Therefore, your choice should align with where your target audience is most active.
For instance, Tennis TV targets its audience on Twitter and WhatsApp, leading them to produce GIFs. In contrast, Pretty Little Thing focuses on Instagram and Snap, resulting in the creation of stickers.
In Summary
1) Create GIFs which match what your audience might search for
2) Add your logo, product, or URL
3) Upload to Giphy and tag with relevant keywords
4) Make 5 GIFs. Then you can apply for a free brand channel.
This final step is essential. Your GIFs can only be publicly searchable if you have a brand channel. To gain acceptance, the GIFs you create must be original content.
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