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GIPHY: The Rising Giant of Digital Advertising

The rise of social media platforms in the digital age has spurred on the growth of several companies, one of them being GIPHY. GIPHY is a well-known platform for creating and sharing GIFs (Graphics Interchange Format), digital stickers, and short-form videos.

In this article, we will discuss the history and growth of GIPHY, its features and services, and how it has become an integral part of social media.

History and Growth of GIPHY

Founded in 2013 by Alex Chung and Jace Cooke, GIPHY began as a search engine for GIFs. Their vision was to create a platform where users could easily search for GIFs and share them with others on various social media platforms. The company quickly gained popularity, with millions of daily searches within a year of its launch.

One of the major reasons for GIPHY’s success was its ability to quickly adapt and expand its platform. In 2016, GIPHY introduced artist profiles to showcase GIFs from popular creators and artists.

This move allowed users to not only search for GIFs but also explore new content from creators they enjoy following. As part of the expansion, GIPHY introduced an application programming interface (API) that allowed developers to integrate GIFs into their own applications and websites.

The company also launched Nutmeg, a content creation platform that enabled users to create and customize their own GIFs and digital stickers. In 2018, GIPHY launched Giphy Studio, a content creation tool that allowed brands to create custom GIFs and digital stickers to use in their marketing and advertising campaigns.

This move helped the company to monetize its platform and generate revenue. Since then, GIPHY has continued to expand its content creation offerings and partners with brands such as Burberry, Wendy’s, and HBO, to create unique campaigns using custom GIFs.

The company was acquired by Facebook in May 2020, which was seen as a strategic move by Facebook to compete with other social media platforms like Twitter and Snapchat, which offer similar features.

The acquisition allowed Facebook to integrate GIPHY into its family of apps such as Instagram, Facebook Messenger, and WhatsApp.

Features and Services of GIPHY

GIPHY is a popular platform for creating and sharing GIFs, digital stickers, and short-form videos. The platform’s easy-to-use interface and its extensive library of content make it a popular choice for users who want to spice up their conversations on social media.

Here are some of the features and services offered by GIPHY:

GIPHY as a Social Platform and Search Engine:

GIPHY is a search engine for GIFs and digital stickers. Users can easily search for content using keywords, tags, and categories.

The platform offers a vast collection of content, including popular memes, celebrities, movies, TV shows, and other trending topics. Users can also share content directly from the GIPHY website to their favorite social media platforms or download content to use offline.

User-Generated Content:

GIPHY offers a variety of tools for users to create their own GIFs and digital stickers. The GIPHY Cam app, available on iOS and Android, allows users to shoot videos and create their own customized GIFs with various facial filters.

The platform also offers several other GIF maker software and tools that users can use to create their own content or modify existing content. Developer Platform and Content Library:

GIPHY’s developer platform allows developers to integrate GIFs and digital stickers into their own applications and websites.

The platform offers a range of APIs, SDKs, and plug-ins that developers can use to customize their integration. GIPHY also has a robust content moderation system that ensures the platform’s content is safe and suitable for all users.


GIPHY’s popularity has grown exponentially over the years due to its innovative features and services, as well as its ability to adapt to the ever-changing landscape of social media. From its humble beginnings as a search engine for GIFs, GIPHY has become a platform for creating and sharing content with millions of users daily.

Its acquisition by Facebook has only solidified its position as one of the leading social media platforms and content creation tools available today. With more and more users turning to short-form videos, GIFs, and digital stickers, GIPHY is poised to continue its growth and influence in the years to come.

GIPHY, the popular platform for creating and sharing GIFs, digital stickers, and short-form videos, has become a significant player in the digital advertising world. In this article, we will discuss how GIPHY monetizes its platform through sponsored GIFs and advertising, its venture capital funding, and its current valuation.

Sponsored GIFs and Advertising

One of the most prominent ways that GIPHY generates revenue is through sponsored GIFs and advertising. The platform offers brands the opportunity to create and promote their own GIFs, which are then displayed prominently in the GIF search engine’s results.

These sponsored GIFs provide brand exposure to a massive audience of potential customers. The sponsored GIFs are sold on a per-campaign basis, with each campaign offering brands the ability to reach a specific target audience using keyword-based advertising.

Brands can select from a variety of targeting options such as location, gender, age, and interests, to ensure their message is reaching the right audience. GIPHY also offers sponsored GIFs to US-based brands only.

This restriction ensures that the content displayed on the platform is relevant to the audience and maintains GIPHY’s reputation as a reliable source of high-quality GIFs.

Venture Capital Funding

Since its inception in 2013, GIPHY has raised over $150.9 million in venture capital funding from several investors. Some of the notable investors include General Catalyst, Lightspeed Venture Partners, Betaworks, CMC Capital Group, and RRE Ventures.

The company’s success can be attributed to its innovative platform, its expanding user base, and the increasing demand for digital content. The funding has helped the GIPHY team to continue to develop the platform by adding new features, improving site performance, and investing in content moderation.


GIPHY’s success and continued growth have led to an impressive valuation. In 2016, the company was valued at approximately $300 million, and since then, it has only continued to increase in value.

In May 2020, Facebook acquired the platform at a reported valuation of $400 million, making GIPHY one of the most valuable companies in the world of digital advertising. GIPHY’s success has not only made it a top performer in the digital advertising space but has also made it a sought-after acquisition target for some of the biggest players in the tech industry.

The company’s ability to create engaging and shareable content has made it a valuable asset for advertisers seeking to reach a broad audience.


GIPHY’s success can be credited to its ability to quickly adapt to the changing landscape of social media and the digital world. The platform’s innovative approach to content creation and sharing has made it a valuable asset for brands and advertisers looking to reach a broad audience.

With its impressive valuation, GIPHY is poised to continue to grow and influence the world of digital advertising for years to come. In conclusion, GIPHY has become one of the most popular platforms for creating and sharing GIFs, digital stickers, and short-form videos.

The company’s innovative approach to content creation and sharing has made it a valuable asset for advertisers looking to reach a broad audience. Through sponsored GIFs and advertising, GIPHY generates significant revenue.

The company’s substantial venture capital funding from several investors has helped it develop and improve its platform, while its impressive valuation has made it an attractive acquisition target. The continued growth and success of GIPHY highlight the importance of creating engaging and shareable content in the digital age.

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