Never use GIFs
Instead of animated GIFs, use the HTML5 video element to stream MP4 videos. The file size of a GIF can be quite large even for very short videos, and a near-identical effect can be achieved with a much smaller MP4 file. The following HTML will look exactly like a GIF to users, but is actually a muted MP4 set to play automatically and loop indefinitely.
<video autoplay loop muted playsinline>
<source src="/media/video/my-video.mp4" type="video/mp4" />
</video>
The only way most users would realise this was a video is if they right-clicked it, at which point they might be thankful for the additional versatility of the format, including options to pause and rewind, view full-screen, or even "cast" the video to other devices.
The video above was originally a GIF almost 2MB in size. After an online tool was used to convert it into an MP4, the file's size dropped to less than 100k. Since video data will be streamed to the user and not downloaded in full like a GIF, the user only pays the data cost for what they actually view.
Be aware that MP4 Videos do not support transparency like GIFs do; if transparency is required, consider a modern format with better compression such as WebP or AVIF, both of which support animation and transparency.
Other things to consider:
- If you leave the video's controls enabled, users can decide whether to play it at all, helping them avoid unwanted data costs.
- Multiple other video formats are supported.