In the attention economy, it's tough to capture someone's attention for more than a minute or two. That's why online video is such a challenging medium to master.
Yet, we all know that video has the power to tell a story in a different way than still content can ... which is why the animated GIF presents the perfect middle ground! Think of the animated GIF as a hybrid between a still image and a video.
Animated GIF example:
The animated GIF is guiding the viewer's eye along a specific path without being obtrusive. The format zooms in on a specific moment in the bigger picture. This can be very effective when used with email marketing.