Facebook buys Giphy service to embed it on Instagram

US, WASHINGTON (ORDO NEWS) — The social network Facebook became the owner of Giphy, a popular service for creating and sharing animated GIFs. As expected, now his library of “gifs” – one of the largest on the Internet – will be built into Instagram and other applications owned by Facebook.

The takeover was announced on the company’s website. Financial terms of the transaction were not disclosed. According to Axios, Facebook paid $ 400 million for Giphy.

The Giphy API, through which users can embed “gifs” in publications, has relied on Facebook applications for many years, including Instagram, Facebook Messenger and WhatsApp. Facebook says that 50% of all Giphy traffic falls on their services, of which only half is on Instagram. However, the Giphy API is used by many other large sites and applications, such as Twitter, Pinterest, Slack and Reddit.

After the deal closes, Giphy employees will join the Instagram team. One of their tasks will be to simplify the method of publishing animated pictures in stories and private messages.

At the same time, nothing has changed for users of the service. “People will still be able to upload GIFs, developers and partners will still have access to the API, and the Giphy creative community will still be able to create great content,” Facebook said.

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