Welcome announcement and demo
Framer's new user experience starts with an example project and an optional guided tour. Because the platform is feature rich, they've decided to use a semi-interactive video tutorial. The content of the example project includes education users on key Framer concepts.
Allow users to opt into tours
It is an industry best practice to give users the choice to opt into an experiences as opposed to forcing them into it. The use of an animated GIF in the welcome splash is a great way to catch the user's attention and increase CTR.