They’re the difficult-to-pronounce foundation of the internet, occupying the space between static images and full-blown videos. They’re the fuel for countless memes and jokes across social media platforms like Twitter. Yes, we’re talking about GIFs, and they have the potential to boost your Facebook ad click-through rates higher than a rocket scientist from Colorado.

You’ve probably used GIFs mostly for expressing emotions that words simply can’t capture…

but you likely haven’t considered their potential in a business context. Until now. February saw Facebook started allowing advertisers to use GIFs in ads. This article will delve into everything you need to know about incorporating GIFs into your Facebook ads, from understanding their significance to crafting your own.

Why Are GIFs in Facebook Ads So Important?

Our recently released Facebook Advertising benchmarks revealed a crucial insight: average click-through rates (CTRs) for Facebook ads across most industries are disappointingly low.

The data clearly shows that the average CTR for Facebook ads across all industries is a mere .90%, with some sectors experiencing even lower rates. This likely highlights the fact that many new advertisers—over 2 million in the past 18 months alone—haven’t yet mastered Facebook’s incredibly powerful targeting options. Facebook offers advertisers the ability to reach their ideal audience with laser precision—if they know how to utilize its tools effectively. Unfortunately, many advertisers end up wasting their budget by targeting too broadly, hoping for the best without a solid strategy. While mastering targeting and campaign types for your specific industry can be complex, there’s a much simpler way to improve your CTR: enhance your ad creative. In other words, use visuals and content that people will genuinely want to click on, watch, and engage with. According to Facebook confirms that “shorter videos receive more complete views,” which is no surprise to anyone who thinks logically. A concise 15-second video ad is far more likely to be watched until the end compared to a lengthy video exceeding a minute. This is where GIFs become incredibly valuable. GIFs are attention-grabbing. They stand out from static images (which can easily blend into the background) and don’t demand the same level of investment and effort as video, carousel, or lead ads. But there’s an even bigger advantage. You can repurpose your existing video content to create compelling Facebook ads with higher engagement:

Let’s explore how to do this.

How to Create A GIF

The easiest way to make a GIF for your Facebook ad is by using GIPHY’s (you guessed it) GIF Maker.

Simply click the link, and you’re ready to start. If you already have a video file, just drag and drop it into the interface; if you’re working with web-based content, simply paste the link to the video you want to transform into a GIF.

This will take you to an editing screen with three main options: Start time, duration, and caption. GIPHY limits GIF creation to a maximum of 10 seconds (5 seconds shorter than Facebook’s recommended video completion time, increasing the chances of viewers watching to the end), which is perfect for our purpose. Use the sliders to roughly select the start and end points for your GIF, then fine-tune them using the time fields to the exact hundredth of a second you’re looking for. Ensure that the beginning and end of your GIF transition smoothly, avoiding abrupt cuts (this might require some meticulous adjustments). Ideally, your GIF should include a call to action. If the video content itself doesn’t have one, add it using the caption feature. While your ad copy will likely feature a CTA as well, it’s crucial to include one within the GIF itself to reinforce the message and encourage viewers to take action. Once you’re done, simply download your GIF, and it’s ready for your Facebook ad!

Setting Up Facebook Ads with GIFs

If you’re already familiar with creating video ads on Facebook, you can skip ahead to the “Best Practices” section. For those who are new to this, here’s a step-by-step guide. First, open the Power Editor and select “Create Ad.”

If you’re new to ad creation or need a refresher on the available options, I recommend using the “Use Guided Creation” feature (accessible through the button on the right). If you’re adding a GIF ad to an existing campaign or ad set, enter its name in the appropriate field. Once you’ve named your ad, click “Create.”

Next, choose the “Video / Slideshow” option from the ad editing menu using the radio button. This will bring up a new menu below. My screenshot shows “Change Video,” but yours might display “Add” instead. They essentially serve the same purpose. Click on this button.

This is where you’ll either upload your GIF (downloaded from GIPHY after creation) or choose one you’ve previously uploaded to Facebook.

Just two more steps to go! With your GIF uploaded, it’s time to craft compelling ad copy to accompany it. Consider the ad’s objective and how the GIF aligns with it. If you’ve already included a CTA in your GIF, reiterate it here. If your GIF needs some witty text to provide context, this is the place for it.

Finally (and this applies to all Facebook ads, not just GIF ads), ensure your tracking is set up correctly! There’s no point in going through all this effort without a way to measure the success of your amazing new Facebook ad.

6 Best Practices for Effective Facebook Ads with GIFs

Now that you understand Facebook GIF ads and their effectiveness, you’re ready to create your own. But before you do, keep these seven best practices in mind:

Prioritize Quality

High-quality visuals and smooth animation are crucial. Make sure your creative is clear and visually appealing; otherwise, you won’t see a good return on investment. Avoid distracting effects like strobing and choppy transitions. Smoothness is key.

Keep it Simple

Don’t try to cram too much into your GIF ads. 10 seconds isn’t a lot of time: keep transitions and your message straightforward.

Use the Right File Format

Always use the correct file extension (.gif) and ensure your file size is under 8 MB.

Minimize Text

Avoid using too much text within your GIF. There’s space for copy around your creative; if you must use text in your GIF, limit it to a CTA and your brand name/messaging. Let the visuals do the talking!

Consider a Series

Facebook suggests using GIFs in a series to tell a more comprehensive story rather than relying on “flashy, one-off posts.” While this is generally good advice, a single engaging GIF ad is far more effective than a series that fails to capture attention. Focus on getting it right once before experimenting with more elaborate GIF-based strategies.

Remember Mobile Users

Depending on your target audience and their location, some prospects might not have mobile devices capable of playing video ads, which means they won’t be able to see GIFs either. While slideshow video ads are a suitable alternative in such cases, consider prioritizing GIF ads on desktop when targeting these users.