It’s clear. It’s definitely a big race to the next best useful tool with the best integrations for everyday life and everyday work, like key acquisitions as Shazam to Apple and YouTube to Alphabet.
With over 10 billion contents (GIFs, stickers, and arcade games) viewed by 700 million daily users worldwide (December 2019), GIPHY was founded in 2013 by Jace Cooke, Alex Chung, and Henry Lockwood. it will be integrated into Instagram.
50% of GIPHY’s traffic comes from the Facebook family of apps, half of that from Instagram alone. The GIF search engine and database rebuffed a Facebook offer in 2015 to keep working on multiple social media platforms but now it will be another branded part of the Facebook family.
Giphy is the Generation Z vocabulary, which has not yet managed to fully monetize its content, and represents now an opportunity to offer companies "branded content" in tune with a young audience. At the moment, companies can buy a channel to host their creations and it's easy to imagine an enhancement of opportunities for brands and artists.