Google has acquired Tenor, the GIF platform that specializes in helping users find the animated GIFs that express their exact thoughts or feelings.
It might come as a surprise to you, but GIPHY isn’t the only place to find GIFs on the Internet. In fact, Tenor has everything to make GIPHY jealous: an Android app, a GIF keyboard for Mac, its own API, content partners, and now a big juicy acquisition by Google.
Prior to its acquisition, Tenor already counted over 300M monthly users, and a spectacular 12 billion searches every month. Combine this with the search power of Google and you can only imagine how successful this acquisition will be for Tenor.
Tenor differentiates itself from other GIF platforms in that it prides itself in helping you find the right GIF that matches your mood.
Google acquired Tenor to bring up more relevant GIFs inside Google Images and other services like its Gboard keyboard. This would not be new to Tenor, as the platform is already being used in Facebook Messenger to let users send GIFs more easily. It’s unclear if Google will continue to allow Tenor to work with Facebook.
Tenor will continue to operate as a separate brand following the acquisition, however Google will surely integrate its services within its offering and help Tenor find even more API partners through its network.
In a blog post, Cath Edwards – Director of Engineering, Google Images – noted that users should expect to see a lot more GIFs on Google. GIF on?
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