Facebook is buying Giphy and integrating it with Instagram

Facebook is buying the popular GIF-making and sharing website Giphy for a reported price of $400 million, with plans to integrate the massive GIF library into Instagram and other Facebook apps. News of the deal was first reported by Axios, which revealed the $400 million value of the deal.

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 Facebook, 50 percent of all of Giphy’s traffic comes from its apps, with half of that coming from Instagram alone.

Under its new ownership,...

Continue reading…