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Animated GIFs are becoming increasingly popular in online communication.People use them to express emotion, share their interests and enhance (or evenreplace) short-form texting; they are a new means to tell visual stories. Somecreative animated GIFs are highly addictive to watch, and eventually becomeviral -- they circulate rapidly and widely within the network. What makescertain animated GIFs go viral? In this paper, we study the virality ofanimated GIFs by analyzing over 10 months of complete data logs (more than 1Bposts and 12B reblogs) on Tumblr, one of the largest repositories of animatedGIFs on the Internet. We conduct a series of quantitative and comparativestudies on Tumblr data, comparing major types of online content -- text,images, videos, and animated GIFs. We report on a number of interesting, newfindings on animated GIFs. We show that people tend to make animated GIFseasily searchable and discoverable by adding more hashtags than other contenttypes. We also show that animated GIFs tend to go more viral than images andvideos on Tumblr. With more in-depth analysis, we present that animated GIFstend to get reblogged more and followed more from non-followers, while animatedGIFs have more recurrence of a post. Lastly, we show that the virality ofanimated GIFs is more easily predictable than that of images and videos.

On the Virality of Animated GIFs on Tumblr