Nicole Laporte, Fast Company, on GIFs and the Emmys:

Then came the night’s biggest, and most controversial, moment: Former White House press secretary Sean Spicer rolled a faux presidential podium onto the stage to deliver a send-up of his infamous “largest audience” speech he gave the day after President Trump’s inauguration. Immediately, the Giphy crew began to splice the scene into GIF form. Part of Giphy’s genius lies in not posting the obvious clip, so Spicer himself wasn’t of much interest. Rather, they surveyed the sea of shocked and bewildered faces in the audience, looking for gold. They found it in Veep‘s Anna Chlumsky, her entire body contorted into an OMG expression—eyes bulging, neck veins popping—as she craned out of her seat for a better view of the strange performance. Within minutes, the editors had the three-second clip uploaded onto Giphy. It began to trend almost immediately. A week after the show, it’d been viewed more than 13 million times.

This is one corner of the future. Keep your eye on Giphy. I predict big things in their future.

In the meantime, this is a fascinating read, all the way through.