Simply stating, animated GIFs are pictures in action, something between a static image and a video. They allow you to create animations using single frames or by converting a short video. When you open them up, the graphics are being switched from one to another and looping back to the beginning when they’re over.
The animated GIFs give you immense opportunities and your imagination is the only thing that limits their possible applications in your marketing. When well-designed, they get a lot of engagement due to its simplicity and attractiveness. And they often have the tendency to quickly become viral, so it is definitely something you may want to experiment with.