GIFs
And GIFs are great. (Especially GIFs that feature Michael Scott.)
But there's a time and a place for GIFs, and we probably don't need to tell you that a support email apologizing for a broken feature isn't one of them.
Like emoji, we use GIFs sparingly and thoughtfully. We don't use them for cheap gimmicks and inside jokes. Rather, we use them to illustrate complex concepts, to highlight product features, to explain step-by-step processes, and on very rare and special occasions, when we find a truly hilarious and widely understood GIF, to share a laugh with our users.
Here are a few good reasons to use a GIF:
To explain how to do something. Sometimes it's easier to show a user how to do something with images than with words. GIFs are great for step-by-step walkthroughs, particularly in documentation and success content.
To illustrate a product's features. Video may be marketing gold, but the resources aren't always there. GIFs can act like a tiny promo or explainer video without the time and effort it takes to produce honest-to-goodness video content.
To bring data to life. Using charts and infographics to visualize data in an eye-catching way is great, but animating them is next-level. Showing how different metrics have changed over time, for example, looks stunning in GIF form.
To engage our social media following. The short, shareable format of GIFs makes them great candidates for Facebook, Twitter, and Instagram posts. Use a GIF to tease an upcoming product release, promote a piece of content, or showcase company culture.
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