For about the last 20 years the GIF has dominated online culture.
The little animated files have won fame as the easiest and most hip way to share shorts pieces of odd or interesting video, and their power is still in evidence today. Rarely does a humorous or weird news event go past without a GIF to celebrate its inanity...
... and frankly, we're sick of them.
Luckily there's a new format in town: Coubs.
Coubs are basically an easy-to-make version of GIFs, with sound. And they look set to take the web by storm.
Its creators say on their website: "The GIF made looped animation possible more than 20 years ago. It was funky, it was fun, and it conquered the web. But now the GIF is obsolete. Introducing the coub, a revolutionary way to turn videos into high-quality moving images with sound."
Take a look at the above video for more details - or see below for a few of our early favourites. Got any that are better? Let us know in the comments.