Facebook has just announced that it has bought Giphy, the popular platform for sharing animated GIFs. The social network led by Mark Zuckerber plans to integrate the platform on Instagram, as well as other company services.
Although Facebook did not reveal the values involved in the deal, the international press said that the acquisition was around 400 million dollars. According to internal sources to which Axios had access, the purchase was already being planned even before the COVID-19 pandemic, despite initial plans for a partnership.
Facebook has been using Giphy’s APIs on its platforms for some time now, including Messenger or WhatsApp. The company indicates that Facebook, for example, is responsible for 50% of all Giphy’s daily traffic. Instagram is responsible for about 25%.