The social media giant recently bought GIF searching company for whopping $400 Million.
While GIPHY is available in Facebook, WhatsApp, Messenger, the main aim of the purchase is to integrate them well in Instagram.
GIPHY, in a way or two, is a rival to Facebook and is an advantage for them to buy out the company. However, it is unclear what Facebook would exactly gain from this considering the fact that GIPHY is available already.
The Facebook company has clarified that it’s not making Giphy any exclusive to itself but rather stay independent as before. Even after this purchase, it will still just stay as a part of the Instagram team, and offer services to other platforms like Twitter, Pinterest, etc through APIs usual.
In fact, most of the traffic for GIPHY comes from Facebook and it’s other APPs.