Facebook bought Giphy animation service to integrate it with Instagram

11 months ago

Facebook Inc. has purchased a service to search and store Giphy animations

The information about it was published by the press service of Facebook.

The amount of the transaction is not specified. At the same time, according to the resource Axios, the purchase cost the company 400 million dollars.

Facebook intends to integrate a large library Giphy with the Instagram application.

“Giphy makes everyday conversations more exciting, so we plan to integrate the GIF library with Instagram and our other applications so that people can find the right way to express themselves,” the report says.

Facebook specified that now about 50% of the traffic of the Giphy service falls on the company’s applications, half of which – on Instagram.

“By combining Instagram and Giphy, we can simplify the search for perfect GIF animations and stickers in Stories and personal messages,” the company stressed.

Users will still be able to download and share GIFs. And the developers and partners of the service will be able to continue using the Giphy API (to access the library “gifok”).

According to an Axios source, negotiations on the deal began even before the coronavirus pandemic. Initially, it was more about partnership than acquisition.

Giphy is an online database and search engine that allows users to search and share animated GIF files. The service was founded in February 2013.

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