Last week, Facebook announced its acquisition of Giphy, one of the most popular GIF sites across the internet. In its announcement, Facebook disclosed that the Facebook family of apps already makes for half of Giphy's traffic, with Instagram making up half of the overall Facebook traffic. Accordingly, the Giphy team will become part of Instagram which has enjoyed API integration with Giphy for quite some time. The question becomes, how will app integrations outside of the Facebook family be impacted by the acquisition?
The Giphy API has long been used by third-party apps like Apple iMessage, TikTok, and Twitter to bring GIFs to integrated apps. With Facebook now fully in control of Giphy, will easy access to GIFs through this service continue? Even if Facebook doesn't limit API access to Giphy, third party apps may not want to integrate with a Facebook-owned service. Whether it's competition, privacy issues, or something else; Facebook ownership could dissuade continued use of Giphy for GIFs.
While the future of Giphy integration under Facebook ownership is yet to be seen, Facebook is nothing but positive. Facebook Vice President of Product, Vishal Shah, commented:
"We’ve used GIPHY’s API for years, not just in Instagram, but in the Facebook app, Messenger and WhatsApp. GIPHY will continue to operate its library (including its global content collection), and we’re looking forward to investing further in its technology and relationships with content and API partners. People will still be able to upload GIFs; developers and API 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."