GIPHY will now join Facebook as part of the Instagram team.
Facebook has announced it’s acquired the online GIF database, GIPHY, for a reported $400 million.
Writing on its official blog, Facebook said:
“GIPHY, a leader in visual expression and creation, is joining the Facebook company today as part of the Instagram team. GIPHY makes everyday conversations more entertaining, and so we plan to further integrate their GIF library into Instagram and our other apps, so that people can find just the right way to express themselves.”
The goal of the acquisition is for Instagram users to better find the GIFs they’re looking for to insert into their Stories and direct messages.
— Facebook (@Facebook) May 15, 2020
Under the deal, GIPHY will continue to retain its branding and and operate its own library, with Facebook planning to invest in it further and create relationships with its partners.
Even though Facebook is integrating GIPHY with Instagram, it’ll still be available for use via it’s other apps, including WhatsApp and Facebook Messenger.