IFC / Twitter

How IFC Bolstered Followers Using GIFs In Promoted Tweets

We’re all pretty familiar with Twitter’s 140 characters – and of course, a video is universally considered to be one of the most effective ways to build brands. But what happens when you bring these two things together? If you could combine the impact of sight, sound, and motion of a video with the addressability, measurement, and native formats of platforms like Twitter? What if you could leverage the power of video straight from a tweet, right now?

Twitter’s animated GIF technology offers this and more. We ran a Promoted GIF campaign for IFC featuring its daily take on trending topics designed to create awareness around the premiere of Garfunkel & Oates, a new show about the comedy folk-duo of the same name, starring Kate Micucci and Riki Lindhome. According to IFC the Promoted Tweets with animated GIFs have garnered around 336,000 views, with a 95% completion rate, an attracted 17,000 new followers for IFC.

In addition to using Twitter’s animated GIF capability to increase followers, IFC ran the promotions on Facebook, leveraging a combination of organic and unpublished video page posts. The Facebook tie-in produced around 32,000 likes, and the videos have been shared over 57,000 times.





Completion rate