Facebook has bought gif platform GIPHY, the company announced on Friday website. The company will become part of Instagram, making it easier for users to find suitable gifs and stickers. The images can be shared in Stories or in private messages.
GIPHY allows people to create, upload and find moving images in gif format. In addition to Instagram, the platform is also available in WhatsApp and the regular Facebook app, for example.
According to Facebook, 50 percent of GIPHY’s traffic already comes from the various apps owned by Facebook. Half of them reach the platform via Instagram alone, the company reports.
The American news site Axios writes that the acquisition involves around $ 400 million (about $ 369 million). The two companies are said to have entered into talks with each other months ago, although this was a collaboration at the time.
Facebook reports that apps from other companies can continue to use GIPHY. So the search engine and library of available gifs doesn’t disappear from non-Facebook apps.
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