Facebook Rolls Out GIF Maker

From video to pictures to deep thoughts, Facebook needs people to keep posting original media. It’s consumer content, not reposted news stories, that engrosses other users — and keeps engagement levels high.

To that end, the social giant is rolling out a GIF maker, which turns users’ videos into the looping -- and oftentimes loopy -- media files.

A growing number of users can find the feature alongside options to add Snapchat-like face “masks,” frames and interactive filters. It is built directly into the camera of its flagship app.

First noticed&n bsp;by The Next Web, the new GIF maker only allows users to share their creations as a Story, or on their Facebook page.

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Facebook debuted its new camera in late March, which added the option of augmenting photos and video with silly filters and editing effects. Like Snapchat -- which has recently inspired most of Facebook’s new features -- the new camera also includes “reactive effects.” It allows users to augment environmental changes around them.  

Facebook is also working with advertisers to supply photo filters designed to market a particular product -- or simply build brand awareness -- and entertain users at the same time.

Among other campaigns, Facebook is employing the camera feature to promote a number of feature films, including "Alien: Covenant," "Despicable Me 3," "Guardians of the Galaxy Vol. 2," "Power Rangers," "Smurfs: The Lost Village" and "Wonder Woman."

The addition of GIFs is a no-brainer, considering Facebook increasingly owes its success to video.

“Facebook’s users are captivated by videos on the platform,” eMarketer forecasting analyst Monica Peart noted in a recent report. “Video, both live and recorded, is a key driver of growing user engagement and advertiser enthusiasm.”

The social network’s domestic display business is poised to jump 32.1% to $16.3 billion -- or 39.1% of the U.S. display market -- this year.

Peart attributes Facebook’s revenue growth to both usage and time spent, which continues to draw advertisers in greater numbers.

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