Marketers are looking to create GIFs that people will use to express themselves within social media communications. The GIF company Tenor says it has data that brands like Wendy’s and Dunkin Donuts can use to create ads tied to specific emotions. Advertisers only pay Tenor when people share these branded GIFs. Wendy’s knows you get…
Tenor (the number 1 GIF sharing app in the Apple app store) studied the habits of user searches on their platform to find a way to sell their product to advertisers. Through their analysis, they concluded users do not search for specific brand names in their GIF store during conversations with their friends. Rather, they search a feeling like “hunger” and use the GIF that fits their mood/thoughts. If advertisers such as Wendy’s and Dunkin Donuts create usable content on Tenor under these categories, their “ads” have a much higher chance of being shared in conversations.
Tenor also sells user data to companies that indicate the times a ‘feeling’ is most often searched. Meaning, fast food restaurants know the times users are most often discussing hunger and pinpoint hungry spikes in user communications.
If fast-food advertisers can create usable GIF content that directly communicates what users want to express to their friends, companies can take on a new form of ad space: GIF ads.
This new advertising niche is revolutionary and has the potential to generate more concise, creative jobs within the field.
If there are any creatives out there who are wondering about what to explore next or add to their portfolio— this could be it…
May the odds be ever in your favor,