• by Gavin O'Malley  @mp_gavin, July 15, 2017

From video to pictures to deep thoughts, Facebook needs people to keep posting original media. It’s consumer content, not reposted news stories, that engrosses other users — and keeps engagement levels high.

To that end, the social giant is rolling out a GIF maker, which turns users’ videos into the looping -- and oftentimes loopy -- media files.

A growing number of users can find the feature alongside options to add Snapchat-like face “masks,” frames and interactive filters. It is built directly into the camera of its flagship app.

First noticed&n bsp;by The Next Web, the new GIF maker only allows users to share their creations as a Story, or on their Facebook page.

Facebook debuted its new camera in late March, which added the option of augmenting photos and video with silly filters and editing effects. Like Snapchat -- which has recently inspired most of Facebook’s new features -- the new camera also includes “reactive effects.” It allows users to augment environmental changes around them.  

Facebook is also working with advertisers to supply photo filters designed to market a particular product -- or simply build brand awareness -- and entertain users at the same time.

Among other campaigns, Facebook is employing the camera feature to promote a number of feature films, including "Alien: Covenant," "Despicable Me 3," "Guardians of the Galaxy Vol. 2," "Power Rangers," "Smurfs: The Lost Village" and "Wonder Woman."

The addition of GIFs is a no-brainer, considering Facebook increasingly owes its success to video.

“Facebook’s users are captivated by videos on the platform,” eMarketer forecasting analyst Monica Peart noted in a recent report. “Video, both live and recorded, is a key driver of growing user engagement and advertiser enthusiasm.”

The social network’s domestic display business is poised to jump 32.1% to $16.3 billion -- or 39.1% of the U.S. display market -- this year.

Peart attributes Facebook’s revenue growth to both usage and time spent, which continues to draw advertisers in greater numbers.