The world’s largest and most popular social networking giant, Facebook, has acquired GIF search engine Giphy. As reported by Axios, Facebook paid $400 million to buy Giphy. The company has said that in the future, it plans to integrate Giphy with Instagram.

Since so many Instagram users use GIFs in their stories and chats, Facebook says integrating Giphy with Instagram will help those users figure out the best way to express their feelings.

The company also recently invested $5.7 billion in telecommunications service Jio in India to drive the digital revolution in India.

What is Giphy?

For users of Facebook, Twitter and other social media messaging sites, GIFs became popular and increasingly used as a form of expression. For example, instead of using the Internet slang “LOL” to “laugh out loud,” users could attach a GIF video clip of someone laughing.

Giphy was founded in 2013 by Alex Chung and Jace Cooke, who decided to create a database of GIFs that could be used in place of words to express emotions. They built a search engine, compiled a database of about 15,000 GIFs and created the Giphy website. The database and number of users has grown significantly, with up to 65 million users accessing more than 3 billion GIFs per month.

For those who don’t know, Giphy is a search engine that allows users to search and share GIFs. Furthermore, Giphy is also integrated with popular apps like Twitter and Slack. Apple’s IMessage also has a lot of Gifs from Giphy.

What benefits does Facebook get when buying Giphy?

According to Facebook, users can still upload GIFs on Giphy despite the acquisition. The same goes for the application’s API partners, who will also receive the same privileges. In fact, Facebook wants to enhance the technical aspects of Giphy.

Another advantage of acquiring Giphy is now Facebook can spy on competitors Its messaging app on the market uses Giphy. Facebook can extract data like how often people use Giphy in other apps like TikTok, Twitter, iMessage, and Slack, and how they use it.

Such insights are valuable to Facebook, which focuses on promote messenge . appsr and social networking platforms. However, it is currently unclear whether Giphy will be removed from other platforms and become an Instagram exclusive.

But it makes sense for Facebook not to remove Giphy integration from other apps as this will help Facebook in the long run.

With new ownership, Giphy will be integrated with Instagram, with the goal of making it easier to send GIFs and stickers in Instagram stories and direct messages. For now, however, Facebook says that everything will remain normal for Giphy users.

Users can still upload GIFs; API developers and partners will continue to have the same access to Giphy’s APIs; and Giphy’s creative community will still be able to create great content,” Vishal Shah, Instagram’s vice president of product, said in a blog post announcing the news.

Many services rely on Giphy’s API to deliver GIFs, including Twitter, Pinterest, Slack, Reddit, While Facebook’s announcement seems to indicate that those services can still use Giphy for now – at least for now – there could be some more policy changes to these services in the future if That field has direct competition with Facebook.