Excuse me, do you speak GIF?

May 28

Let’s face it, GIFs are everywhere.

From work Slack channels to late-night Instagram scrolls, GIFs have become part of how we communicate online. And chances are, you’ve used one (or fifty) today without even thinking about it.

We spend over 5 hours a day glued to our screens, and a massive chunk of that time is on social media, where GIFs pop up like digital confetti. But here’s the thing—while they’ve been around for decades, using GIFs well in your content in 2025 is a whole different game.

So, let’s talk about how to use GIFs like a pro, without falling into the same old traps or feeling like you’re just following a trend.

What Even Is a GIF?

Quick refresher: a GIF (Graphics Interchange Format) is a soundless, looping animation made from a series of images. First invented back in 1987 (yes, really), GIFs had their internet glow-up during the Tumblr days of the early 2000s and have been a staple of online culture ever since.

They’re fast, visual, emotional, and when used right, they can add serious personality to your content.

Why GIFs Still Matter in 2025

Let’s be honest, attention spans haven’t exactly improved. People scroll fast, think fast, and expect content that keeps up.

GIFs can:\n

Catch attention in an instant
Communicate a reaction or feeling without words
Break up walls of text and add visual interest
Make your brand feel more relatable and human

But here’s the twist: in 2025, your audience has seen it all. GIFs aren’t a novelty anymore. They’re part of the everyday noise. So if you’re going to use them, you need to be intentional.

How to Use GIFs to Strengthen Your Brand (Not Distract From It)

Use Humour Wisely (and Sparingly)

A well-placed reaction GIF can work wonders. But too many, or the wrong kind? It can make your brand feel like it's trying too hard.

Stay current with trends, but don’t rely on them.
Ask: Does this GIF add to the message or just fill space?
Keep it simple—one witty moment is often more powerful than a stream of randomness.

GIFs should enhance your message, not take over the conversation.

Be Culturally (and Contextually) Aware

This is huge. A GIF that seems funny or harmless at first glance might carry baggage you don’t want associated with your brand.

Always check the source and context of popular GIFs.
Avoid GIFs that stereotype or appropriate.
Understand your audience’s values—what might land for one group could alienate another.

Remember: your brand’s reputation is on the line with everything you post, including that seemingly harmless eye-roll GIF.

Create (or Customise) Your Own

If you want to stand out, stop relying on the same old library of stock GIFs. Custom or branded GIFs can:

Reinforce your visual identity.
Make your brand instantly recognisable.
Show effort and originality.

Tools like Giphy, Canva, and EZGIF make it easier than ever to create something unique. And in 2025, originality is currency.

Optimise for Performance + Shareability

Even the best GIF falls flat if it doesn’t load or looks messy.

File size: Keep it light. Aim for under 8MB and no more than 6 seconds.
Consistency: Use your brand colours, fonts, and style, make it feel like you.
Add subtle branding: A small logo, hashtag, or watermark makes sure your content is recognised (and can go further when shared).

When (and Where) to Use GIFs in 2025

Not all content needs a GIF. But here’s where they shine:

Emails: A small, relevant GIF can boost engagement - make sure it doesn’t slow down load times.
Social Posts: Reaction GIFs or micro-stories that complement your message work well, especially in Stories and Reels.
Blogs: A well-placed GIF can add levity or emphasis- just don’t overdo it and distract from the core message.
Presentations/Webinars: Keep your audience awake and engaged with smart, timely visual breaks.

The Takeaway

Used well, GIFs can bring warmth, humour, and personality to your brand. But they’re not a shortcut to engagement. They’re a tool, not the whole toolbox.

In 2025, it’s not about just using GIFs. It’s about using them well. Thoughtfully. Intentionally.

So next time you drop a GIF into your content, ask yourself: does this add value? Does it reflect my brand? Will it make my audience smile and stick around?

If the answer’s yes, hit post. If not? Maybe just... use your words. 😉

Kate Higham