GIFs offer a way to compress a ton of information into a small amount of space, and while Gfycat has positioned itself as more of a short-form video centric platform, it’s going to take a step further to see what a step beyond a standard GIF looks like.
The company today said it would be rolling out 360 degree GIF-like short form videos, which will allow users to plant themselves in the middle of what is effectively a looping video like a GIF. While that presents much more of a challenge to users for generating content, CEO Richard Rabbat said the proliferation of tools like 3D cameras and content from the actual producers like video studios would make it an increasingly popular way to interact with short-form content in a compact form factor.
“We’ve always thought that GIFs are amazing from many perspectives,” Rabbat said. “That goes beyond whether you’re looking at the content to use it in messaging, or you’re consuming it for entertainment value, or you’re using it for decoration in the case of the augmented reality effort we’re working on. We want people to really get excited about how they consume the content to the point where they can see the subjects of the content in a much more lifelike way, and really get excited about that.”
It’s not going to be all that unfamiliar from 360 degree videos you might find on Facebook or other platforms. Users on desktop can use their mouse to move a GIF around, while on mobile devices users can pan their phone around in order to see different parts of the GIF. The idea is to give users a way to have a more robust interaction with a piece of content like a GIF in a compact experience without having to strap on a VR headset or anything along those lines.
The company is starting off by rolling out some 360 degree content from Paramount, which is producing 360 degree content around its Mission Impossible films. And while a lot of content on Gfycat — or other platforms — comes from shows, movies or games along those lines, it makes more sense for those studios to use these kinds of tools to increase awareness for their shows or movies.
There are a lot of companies working on figuring out the best messaging experiences around GIFs. But Google acquiring Tenor, a GIF search tool that works across multiple platforms, may have set a bare minimum bar for the value of companies that are looking to help users share GIFs with their friends. Gfycat positions itself as something that’s geared toward more creator tools, and recently said it hit 180 million monthly active users.
“We’re creating experiences that we think are going to enable others and inspire others to create that same kind of content,” Rabbat said.” We expect it’s going to be a subset of what people do with 2D, but a much more immersive experience where people will spend more time looking at the content. From a consumption perspective, by not requiring people to put on VR headsets, we’re making it much more consumer friendly.”