Dive summary: 

• Yesterday, tech firm Giphy announced the launch of its Facebook GIFs product; within a few hours Gap posted one of the first branded GIFs on the social network. 
• The GIF product was built on Facebook's API and Giphy is the first marketer in many years allowed to post the format to the social network. 
• According to Giphy, other brands are readying their GIFs for release soon. 

From the article:

"But the Giphy rep said that Facebook is OK 'with our embed strategy, which works within their guidelines, but they don't support GIFs in general.'

So for now, Giphy is in the unusual position of being the sole service provider for a Facebook marketing feature."