A quick one to note:
PSA: You can now reply to your friends’ stories using @GIPHY GIFs! Update your app to try it.— Instagram (@instagram) February 4, 2020
It's a minor update, in relative terms, but now you can reply to a friend's story with your favorite GIPHY GIFs.
So that's a thing - you now have yet another way to engage with Stories in a way that won't become tiresome or overbearing, especially when the recipients' inbox fills up with hilarious and original GIFs.
Actually, it'll probably prove to be popular, adding a different way to respond to Stories frames.
Brand and marketing considerations could include GIF reply competitions, or prompts to come up share GIF reactions based on your Stories frames (and you can then share the best ones, tagging the responders).
To try it out for yourself, you need to update to the latest version (127.0 on iOS) of the app.