For Subscribers

How Giphy Became the Internet's Go-To Gif Brand

Giphy is taking on the biggest, weirdest branding challenge online today: How to become the go-to company for a new kind of internet culture.

learn more about Jason Feifer

By Jason Feifer

Photographs By Eric Ray Davidson | Illustrations by Giphy
Adam Leibsohn COO (left) and Alex Chung CEO (right)

Tyler Menzel watches television or movies or cable news, and he no longer sees what regular people see. He filters for the magical few seconds -- a woman's uncontrolled smirk, a man's harrumph, a candidate's shrug, the briefest of experiences that are, all at once, visually comical and expressive and entirely relatable. He's trained himself to do this by being editorial director at Giphy, the fifth employee the company hired three years ago. His team used to be one person: him. Now it's six people. By the end of this year, it'll be 16. And like him, they will all have an eye for the overlooked. An eye for the moment. And they will transform that moment into a gif.

For the uninitiated: You've seen a gif before. It's a looping image used across the internet -- the thing that isn't quite a video, that has no play button and no sound, that repeats until you look away. It's lingua franca on social media. It's on the New York Times homepage. It is silly and rudimentary and yet widely beloved, emailed and texted alongside emojis and emoticons. The gif's inventor, Steve Wilhite, insists it is pronounced "jif," like the peanut butter, but don't you dare say it that way. The internet at large uses a hard g, like "gift." Case closed.

Continue reading this article — and all of our other premium content with Entrepreneur+

For just $5, you can get unlimited access to all Entrepreneur’s premium content. You’ll find:

  • Digestible insight on how to be a better entrepreneur and leader
  • Lessons for starting and growing a business from our expert network of CEOs and founders
  • Meaningful content to help you make sharper decisions
  • Business and life hacks to help you stay ahead of the curve

Related Topics

Editor's Pick

Have More Responsibilities at Work, But No Pay Bump? Use This Script to Get the Raise You Deserve.
Black and Asian Founders Face Opposition at All Levels — Here's Why That Has to Change
Business News

'This Made Me Physically Recoil From My Phone': Lingerie Brand Apologizes For 'Creepy' Ad Referencing Ryan Reynolds and Bras

Online lingerie retailer Harper Wilde is under fire for a bizarre sponsored post it has since pulled from Instagram.

Thought Leaders

5 Small Daily Habits Self-Made Millionaires Use to Grow Their Wealth

We've all seen what self-made millionaires look like on TV, but it's a lot more subtle than that. Brian Tracy researched what small daily habits these successful entrepreneurs adopted on their journey from rags to riches.

Business News

Viral Sensation 'Popcorn Guy' Has Earned a Gig at the 2023 Oscars

Jason Grosboll first went viral on TikTok for his theatrical method of buttering popcorn in a Texas movie theater.