Facebook adds GIPHY to Instagram team

10x Industry

Mita Srinivasan
10x Industry
Published:

Facebook adds GIPHY to Instagram team

50 percent of all of GIPHY’s traffic comes from Facebook apps, with half of that from Instagram.

Facebook has announced that it has added the GIF-making and sharing website, GIPHY, for a reported price of $400 million, to integrate it into Instagram and other Facebook apps.

GIPHY is one of the largest GIF sites on the internet, offering tools for creating, sharing, and remixing GIFs. Facebook has already relied on GIPHY’s API for sourcing GIFs in its apps for years. Instagram, the main Facebook app, Facebook Messenger, and WhatsApp all already work with the service. According to a post on Facebook on the acquisition, 50 percent of all of GIPHY’s traffic comes from its apps, with half of that coming from Instagram alone.

Facebook also announced that GIPHY will continue to operate its library (including its global content collection), and we’re looking forward to investing further in its technology and relationships with content and API partners. 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.

Numerous services currently rely on GIPHY’s API for supplying GIFs, including Twitter, Pinterest, Slack, Reddit, and more.