DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 163 misconceptions about a product or service. HubSpot used this meme to great success on its Facebook page, generating hundreds of likes and shares. GIFs GIFs can help bring a static image to life by fusing images together to create animation-like motion. Companies can use GIFs to create bite- sized stories around products, events, and funny one-liners and actions, whether it’s a model strutting down a runway, a cake being decorated, or a motivational quote. Common themes like having a “case of the Mondays,” “TGIF,” or seasonal holidays can spark creative GIFs. Companies can also embrace the animation quality of GIFs by parsing together historical con- tent to show then versus now or to give a quick example of how a product or service works. Common Themes for GIFs • Celebrity moments. From Beyoncé to the Kardashians, President Obama, and more, a quick movement, pose, or dance move from a celebrity can instantly spread like wildfire in a GIF. • Cute animals. Whether cuddling, chasing their tails, or bouncing off the walls, cute animals are GIF gold. • Food. Who doesn’t love bringing their foodie cravings to life? Think of a slow-motion GIF featuring an ooey gooey slice of cheese pizza being pulled away from the pie, or chocolate sauce being drizzled over an ice cream sundae. • Nostalgia. Remember the TV shows, toys, and pop stars that you grew up with? People love traveling back in a virtual time machine through GIFs to tap into nostalgia from way back when. • My reaction to. Similar to a meme, users take popular and wacky pop culture reactions GIFs and use them to communicate how they feel about events in their lives. If they’re upset, they may show a celebrity