Facebook bought Giphy service to integrate with Instagram

Facebook acquired a service for finding and storing animations Giphy. The company does not disclose the amount of the transaction, but according to Axios, it amounted to $ 400 million.

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Giphy will be integrated into Instagram. Facebook added that now about 50% of the service’s traffic comes from the company’s applications, half of which is on Instagram. “By combining Instagram and Giphy, we can simplify the search for GIFs and stickers in stories and private messages,” noted on the social network.

For Giphy users, nothing will change. People will be able to continue uploading their gif-animation to Giphy, and the developers will retain the same access to the capabilities of this service that they had before.

Giphy was created in 2013. At first, the site functioned exclusively as a search engine for GIFs. Six months after its launch, Giphy went beyond the search engine to become a service that allowed users to post GIFs and share them on Facebook.

In late 2013, Giphy integrated with Twitter, allowing users to share GIFs using the GIF URL. And in 2016, Giphy began collaborating with Viber, and a GIF search appeared in the messenger.

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In September 2018, Instagram added the ability to add GIFs from the Giphy service to stories and private messages.

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