Facebook takes over the best-known platform for gifs: Giphy
As for the deal, you could say it fits like a glove. Giphy has long been part of many social networks and mobile apps. Now Giphy is part of Facebook and the success of the gifs is to be expanded especially on Instagram.
50% traffic for Giphy from Facebook and Instagram
The referral traffic shows how important Facebook search is for Giphy. 50% of Giphy's traffic comes through Facebook's Family of Apps. Instagram Stories play a crucial role in this. Half of the traffic comes via Instagram alone.
Giphy.com should continue to exist and the API should not change for the time being. Those who have integrated Giphy into their app will continue to have access to the Gif Library.
GIPHY will continue to operate its library (including its global content collection), and we are looking forward to investing further in its technology and relationships with content and API partners.< cite > Facebook Newsroom
Snapchat and TikTok also use Giphy. The question now is what exactly Facebook intends to do with Giphy and how other social networks will react to the acquisition. Of course there are other providers, but Giphy is the best known platform for gifs and has the widest selection.
With the acquisition, Facebook aims to better integrate Giphy into Instagram, Facebook and Facebook Messenger. People should find the right gif and the right sticker even faster.
We will certainly see new features for Giphy and better integrations in the Family of Apps in the future. Gifs are an integral part of social networks, and if Facebook now puts $400 million on the table for Giphy, gifs will remain a central part of Instagram and Co. in the long run.