Facebook is buying the popular GIF-making and sharing New York-based website Giphy for $400 million, it was announced Friday.
This is intended to be added to Instagram and possibly in some other Facebook apps. Facebook has already relied on Giphy’s API for sourcing GIFs in its apps for years, in Instagram, Facebook Messenger and WhatsApp. What is predicted to happen now means it will be even easier to send GIFs and stickers in Instagram stories and direct messages. “People will still be able to upload GIFs; developers and API partners will continue to have the same access to Giphy’s APIs; and Giphy’s creative community will still be able to create great content,” Vishal Shah, Instagram’s VP of product, said in a blog post.
At this time, numerous services rely on Giphy’s API for supplying GIFs, including Twitter, Pinterest, Slack, Reddit, and more. Apple also uses some Giphy images for its GIF feature in iMessage. Possibly some changes will be in the future because several of them compete directly with Facebook. Giphy is expected to retain its own branding. Giphy is a massive video library, with hundreds of millions of daily users that share billions of GIFs.