Giphy has joined the race to monetise. And so, sponsored GIFs will soon be coming to messaging tabs on a device near you.

How will it work?

Sponsored GIFfs are likely to slot in intuitively for end users, showing up much the same as a sponsored result on a search page.

According to TechCrunch, who cited ‘a source close to the company’, its success will rely on the same principle as Snapchat’s sponsored filters: even though it’s branded content, people will like it because it’s from people they know.

GIFs with benefits

Giphy already has 200 million active users, sending and posting their GIFs daily.

They’ve also got thousands of commercial partners, uploading GIFs to display on social media and across the internet via their branded Giphy channels.

Turning partners into pesos

So far, the selling point for partners has been convenience to get GIFs that play across the internet, including Facebook, Twitter and website embeds.

The new ability to promote a GIF will immediately appeal to many existing partners, and will attract more to the fold too.

As yet, there’s no firm timeline for unveiling sponsored GIFs.

If you’re eager, sign up as a Giphy business partner in preparation.

Have sponsored GIFs caught your eye in the past? What’s your favourite?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.