In my opinion, a GIF is the step in between an and a video. A GIF carries many purposes. It can tell a short visual story, it can humor someone, or it could have no purpose what so ever. A GIF is a free range medium, in which one could express anything in a short image sequence. Sometimes a video could be too overwhelming so a GIF makes it easier to understand? Or maybe a GIF is just a tool to attract people’s attention when an image is simply not interesting. A GIF can be used for anything, and it matters to each individual in their own unique way.