Facebook Now Lets Some Pages Upload Animated GIFs

Brands on Facebook should start planning their future content strategies with animated GIFs in mind. The massive social network and online video contender has introduced the ability for some brands to start including the looping image format in posts on their company’s official Pages.

According to The Next Web, Facebook is beta testing animated GIFs on Pages run by select content partners. So far, Facebook has given Wendy’s, BuzzFeed, and Coca-Cola-owned Brazilian brand Kuat the ability to post GIFs to their Pages. The social network is also allowing some brands to use animated GIFs as boosted posts within a Page, and Adweek reports some brands can also use GIFs as promoted posts which will show up in users’ News Feeds.

“GIFs can be a fun and compelling way to communicate, so we’ve started testing GIF support in posts and boosted posts for a small percentage of Facebook Pages,” Facebook said in a statement reported by Adweek.

Facebook previously introduced support for animated GIFs to its entire user base back in May 2015. Users couldn’t upload a GIF file directly to the social network’s servers. However, a link to a GIF generated as an image after the user posted the link.

Facebook noted it would roll out GIF support in the future to more Pages if the feature “drives a great experience for people.”