The graphics interchange format, better known as the GIF, has come a long way since the blinking “under construction” signs of the early web. Despite its adaptability and ease of use, the GIF became a pariah in the era between Web 1.0 and Web 2.0. Since then, everything has changed. Today the GIF is the lingua franca for people eager to express themselves with more than just an emoticon. Used to explain everything from foreign policy to the Superbowl Half Time Show – GIFs represent a powerful and entertaining way to get complicated ideas across in a matter of seconds. In addition, this new use of GIFs have opened up unique opportunities for content creators, small businesses and marketers to add to their toolkits.