Google has recently acquired the popular GIF platform, Tenor. While most people haven’t heard of this company, it is actually a big business, with more users than Twitter. Tenor allows users to quickly search and access animated GIFs to add to their chat conversations. This is becoming quite a popular service with just about all major platforms today.
The acquisition was completed for a currently undisclosed amount of money.
The Director of Engineering at Google Images, Cathy Edwards, said, “Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood. Tenor will help us do this more effectively in Google Images as well as other products that use GIFs, like Gboard.”
According to reports, Tenor is searched about 12 billion times per month currently. They make money through sponsored GIFs, which bring in hundreds of thousands of dollars from major brands wanting their custom GIFs to show up. Their current clients include Dunkin’ Donuts, Sprint, Nestle, AT&T, KFC, and Nissan.
As of now, Google is planning on letting Tenor continue to run independently, while incorporating their services into other Google properties. Whether they will be rebranded or anything in the future is not yet clear.