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Love GIPHY GIFs? Facebook has bought it now, to integrate it better with Instagram

Facebook has bought GIPHY in a bid to better integrate its services with Instagram and other Facebook apps.

twitter-logoAmritanshu Mukherjee | May 16, 2020 | Updated 14:06 IST


  • Facebook has merged GIPHY into itself.
  • Facebook wants to integrate GIPHY services better in Instagram.
  • GIPHY’s existing services will remain untouched.

Who doesn't love GIFs? Use one of them in your conversation and it texts become more interesting. GIPHY is one of the biggest sources for GIF across various web apps and services, and Facebook has now bought it. In one of its recent blogs posts, Facebook announced that it is taking over GIPHY and reason behind is that quite interesting -- it wants better GIPHY integration for Instagram and other Facebook apps.

GIPHY will now be a part of Facebook but it will continue to operate in the way it does now. Users can upload new GIFs to its platform and anyone can use their GIFs anywhere. Facebook says that other apps and services can continue to use the GIPHY API without any changes in licensing. The community on GIPHY will also be left untouched.

However, with GIPHY now a part of Facebook, the latter wants to integrate it better with Instagram. Facebook's VP of Product Vishal Shah says that Facebook wants to integrate GIPHY GIFs better with Stories and Direct in Instagram. Instagram was already using the GIPHY API but from now onwards, users will be able to access the GIPHY library more easily within the app.

This means that your Instagram Stories will have access to more GIFs while your conversations on Direct will give you access to the entire library, similar to how you get on Facebook Messenger and WhatsApp.

"In fact, 50 per cent of GIPHY's traffic comes from the Facebook family of apps, half of that from Instagram alone. By bringing Instagram and GIPHY together, we can make it easier for people to find the perfect GIFs and stickers in Stories and Direct. Both our services are big supporters of the creator and artist community, and that will continue," says Shah.

With a tighter integration, what remains to be seen is whether Facebook lets people comment with GIFs on Instagram posts. Unlike Facebook and Twitter, where users can comment using GIFs, Instagram only allows text-based comments on posts. Maybe with better GIPHY integration, we can see that happening in the future.

Facebook recently updated its website version with a brand new look and feel. Facebook users on desktop browsers will now be able to enjoy a new dark mode. The layout has also been arranged in a better way to make efficient use of the space. The app on both Android and iOS is yet to receive the same visual overhaul but we can expect that to happen in the coming months.

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