A two second scene from a 90 minute movie does not use a substantial portion of the original work. Quantity – How big a chunk of the source material content portrayed in the GIF.Nature – is the content creative or factual? Unpublished or published? Copyright law extends the greatest protections to creative and unpublished works.Context – is it for commercial, nonprofit, or educational purposes? Uses that aren’t tied to revenue or profits are typically the safest.Whether or not a GIF can be used freely under fair use is determined by four factors : When there is a dispute over a GIF and its original creators, it all comes down to the doctrine of fair use. There is no standing legal decision that specifically determines whether GIFs made from copyrighted material qualify as infringement. While individuals can usually make and share GIFs with little concern for repercussions, companies must be aware of copyright restrictions. This usage undermines the copyright owner’s ability to control derivatives of their work, where or how their work is shared, and their right to receive proceeds. The trouble with using animated GIFs for commercial purposes lies in using someone else’s original content. Illustrate facts, figures, and processes in a way that is easier to understand.Create more interesting and engaging presentations.Display content that doesn’t require the viewer to click (compared to a video, for example).Make a call-to-action or click-through more eye-catching.
Brands and businesses are utilizing animated GIFs to convey emotion as well. GIF use has gone above and beyond social media and listicle use, however. Twitter and Facebook, which have both integrated native GIF search, help GIFs spread like wildfire, and sites like Buzzfeed have built content marketing empires by using animated GIFs in their infamous listicles. Animated GIFs and business communications With 100 million daily users on GIF database and search engine, Giphy, and one billion GIFs sent on the platform every day, it’s needless to say that the internet has become obsessed with the file format. Bloggers and meme-fanatics alike will admit that very few things can convey emotions, thoughts, and processes like animated GIFs.
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