Facebook buys GIPHY

The famous GIF platform, GIPHY, was bought by the Facebook giant for $ 400 million.

Facebook acquired the GIPHY platform, a platform dedicated to the creation of photos and animated images that repeat themselves for a few seconds, called GIF. They are famous and easily accessible from all social networks.

The social media giant has announced the acquisition of GIPHY, for a sum that would amount to $ 400 million, making this transaction its 5th largest acquisition since its creation. In fact, through this acquisition, Facebook is in direct competition with Google, which acquired Tenor in 2018, a competitor to GIPHY.

25% of traffic generated by Instagram

GIPHY is operated by the various social networks available on the internet: Whatsapp, Messenger, Facebook, Instagram, Slack, iMessage, Discord or even Twitter. But Instagram alone generates 25% of the platform's total traffic.

For Facebook, this traffic represents 50% of all the group's social networks, which is why GIPHY will join the Instagram teams. Facebook will be able to secure this popular expression system on its new platform, but also to improve the integration between the two services.

GIPHY to get closer to Apple

Access to GIPHY by the different users of its GIFs will allow Facebook to understand the behavior of users, especially those to which the web giant does not have access, such as the giant Apple's iMessage.