Facebook on Friday announced that it is acquiring GIPHY, an online database and search engine for short videos or images that can be played on a loop, popularly known as GIFs. In a blog post, Vice President of Products Vishal Shah revealed that the company is now integrating a GIF library into its photo-sharing platform, Instagram, in a way to help users express themselves more creatively.
“By bringing Instagram and GIPHY together, we can make it easier for people to find the perfect GIFs and stickers in Stories and Direct,” said Vishal Shah in the post. The tech giant also revealed that 50 percent of Giphy’s traffic is from Facebook family, including the widely used social media platform WhatsApp. The company does not plan to change the fundamental functions of Giphy; therefore, plans on investing more in its technology with the support of content and API partners.
— Facebook (@Facebook) May 15, 2020
Facebook faced a backlash from users back in 2018 for serious privacy issues which have caused many people to question many of the company’s decisions. After the announcement, numerous questions relating to it as another way for Facebook to collect personal information came up. As it does not change the core functions of Giphy, it is speculated that it may give the company a pathway into entering the competitor’s app.
In a time when the world has been affected because of the pandemic, many people are now in the confinement of their homes. The news has come when the number of people using social media platforms has been increased. While companies continue to face losses, this may be an advantage for Facebook to increase its traffic in the coming weeks.