---
title: "Show, don't tell, with GIFs - The Intercom Blog"
description: "Often dismissed as outdated, the GIF format has found a crucial new role in customer support for showing users how to perform tasks, replacing inefficient convoluted text instructions. Intercom uses GIFs to demonstrate actions, following the “Show, don’t tell” principle, which removes the need for step enumeration and annotations. They are particularly effective for reporting interface errors such as broken transitions or animations, removing the need for arrows, lines, and wordy descriptions. Recording a desktop area into a GIF is easy with free tools like Licecap for macOS, or GifGrabber and GifBrewery as alternatives. Customers respond enthusiastically to these GIFs, often asking how they were made, and they can be used across emails, in-app messages, and documentation."
---

# Show, don't tell, with GIFs - The Intercom Blog

[Intercom](https://yomu.fyi/company/intercom) · Oct 13, 2026

**Type:** Explainer

## Summary

Often dismissed as outdated, the GIF format has found a crucial new role in customer support for showing users how to perform tasks, replacing inefficient convoluted text instructions. Intercom uses GIFs to demonstrate actions, following the “Show, don’t tell” principle, which removes the need for step enumeration and annotations. They are particularly effective for reporting interface errors such as broken transitions or animations, removing the need for arrows, lines, and wordy descriptions. Recording a desktop area into a GIF is easy with free tools like Licecap for macOS, or GifGrabber and GifBrewery as alternatives. Customers respond enthusiastically to these GIFs, often asking how they were made, and they can be used across emails, in-app messages, and documentation.

## Context

This article from the Intercom blog addresses the common challenge of providing clear instructions to customers. It promotes the use of animated GIFs to demonstrate tasks visually rather than relying on text-based steps.

## Approach / What changed

Use free desktop recording tools such as Licecap (macOS), GifGrabber, or GifBrewery to capture a portion of the screen as an animated GIF, which can then be shared in support communications.

## Takeaways

- Animated GIFs provide a clearer, more efficient way to explain how-to procedures than bulleted text instructions, reducing user confusion and the need for annotations.
- Free tools like Licecap for macOS make it simple to record a desktop area into a GIF; alternatives include GifGrabber and GifBrewery.
- Customers respond very positively to receiving GIFs in support interactions, often asking how they were created, which indicates high engagement and appreciation.

## FAQ

### How can I create GIFs to show customers how to do something in my product?

Use free desktop recording tools like Licecap for macOS, which allows you to record a portion of your screen directly into a GIF. Alternatives include GifGrabber and GifBrewery.

### Why should I use GIFs instead of step-by-step instructions?

GIFs follow the "Show, don't tell" principle, eliminating the need for arrows, lines, and wordy descriptions. They are especially effective for demonstrating dynamic actions and interface errors, and customers respond enthusiastically.

### Where can I use GIFs in customer communication?

GIFs can be used in emails, in-app messages, documentation, and beyond. They play everywhere and consistently get positive feedback from customers.

**Tags:** [Customer Support](https://yomu.fyi/topic/customer-support), [GIF](https://yomu.fyi/topic/gif), [Intercom](https://yomu.fyi/topic/intercom)

- Source: [Intercom](https://www.intercom.com/blog/show-dont-tell-gifs)
- Source URL: https://www.intercom.com/blog/show-dont-tell-gifs
- Ingested by Yomu: 2026-10-13T18:00:43.116Z

[Read original post](https://www.intercom.com/blog/show-dont-tell-gifs)