Creating a university-branded animated GIF library

Jon-Stephen Stansel
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Jon-Stephen Stansel: Digital and Social Media Specialist, University of Central Arkansas, USA

Journal of Education Advancement & Marketing, 2021, vol. 5, issue 4, 383-391

Abstract: Graphics interchange format (GIFs) are the lingua franca of Twitter. They can express complex ideas and emotions that cannot fit into a Tweet, create humour and levity or add a personal touch to a reply. In higher education, we use them constantly to congratulate students when they have just been accepted, share the excitement of the school year starting or wish students luck on final exams. But why use pop culture GIFs when you can create your own university-branded ones? The University of Central Arkansas created its own library of branded GIFs and GIF stickers on GIPHY, a popular GIF-sharing platform that has generated almost 100 million GIF views in less than two years. In this paper, we will give you a tutorial on making GIFs, promoting a brand GIF library and evaluating the results.

Keywords: social media; marketing; GIFs; digital marketing; communications; Twitter; Instagram (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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