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We have a lot of that kind of content on Tumblr (go check out #filmedit or #moviegifs) and delivering the content as MP4 makes those tag pages load quite a bit faster, especially on slower connections.Īs an example, here’s an original GIF that’s 3.4 megabytes. Whereas our GIFV conversion usually halves the size, the new GIF->MP4 conversion is often 8 to 10 times smaller for film- or TV-like content. They’re larger in size, take longer to load, are slower to render, and use more cache space. Why are we doing this?Īs mentioned above, GIFs are almost always inefficient compared to modern formats. ) is not affected and continues to use GIFV to deliver GIFs.

This is a subjective process, and if you see an MP4 that looks worse than the GIF, please send it our way!Ĭurrently, the change only affects the experience within Tumblr ( The blog network (i.e.

However, we’re still tweaking the algorithm and are open to feedback.

We’ve tested this new process against thousands of GIFs from Tumblr, ranging from your typical TV show gifset to pixel art to animated text, and are confident the transformation looks good for the vast majority of content. Currently, that means GIFs that don’t use transparency in the first frame, have constant frame rates, and are under 10 seconds long. We only apply the transformation to GIFs that pass our criteria for transformation. We’re being picky about which GIFs get converted to MP4. Meanwhile, MP4 conversions offer even smaller files, often 8 to 10x smaller than the original GIF, as well as faster loading times and broader browser support. A typical conversion only halves the file size and animated WebP isn’t well supported by Safari. We’ve made improvements to that process over the past year, better supporting large GIFs and increasing the quality of the transformation, but conversion to WebP has limited benefits. Our goal is to get GIFs onto dashboards as fast as possible, while retaining as much of the original quality as possible.įor years now, we’ve delivered GIFs using our GIFV format, which transparently transcodes GIFs to more modern formats, like WebP, supported by the tag. Also, please do not send duplicate support requests.Īs a recent Changes post mentioned, we’re experimenting with transforming GIFs into MP4s on the dashboard on web. We need examples to help us improve the experience.

If you’re served a GIF as MP4 and it looks wrong, please contact Support with a link to the image and what looks wrong about the conversion.

Since this is still just an experiment, there is no way to opt-out yet adding some kind of opt-out (on the creator and/or consumer side) is a possibility though.

If you’re served an MP4 instead of a GIF, clicking on the image will still open it in a lightbox, which you can download as GIFV or GIF, depending on what’s served.

XKit’s “Vanilla Videos” extension was causing a bug with this experiment, but a recent new XKit version release has fixed that issue.

We’ve tested this conversion on thousands of GIFs, and we’re still tuning it to be virtually indistinguishable from the original GIF.

This conversion only applies to specific types of GIFs, such as ones without transparency in the first frame.

The performance improvements from using MP4s in this way are huge, and will make Tumblr load animated images faster and use less data in almost every circumstance, with no discernible loss in quality.

This does not affect anyone using the mobile apps.

We’re experimenting with serving GIFs as MP4 videos instead of GIFV (which typically serves animated WebP) on the web to a small subset of folks on Tumblr, not everyone.

AKA why are some of my GIFs being turned into videos? Overview

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