The Infinity Gauntlet of Social

Predictions About the GIPHY Acquisition

Mark Zuckerberg is many things, but his talent for acquisitions is potentially the most impressive. The "Infinity Gauntlet of Social" that Zuckerberg has acquired is Ben Thompson's Aggregation Theory in action. Each acquisition empowers the other in unique and curious ways that builds a tremendous moat against all other competitors. Or in more cinematic terms, Mark can now snap his fingers and alter the course of digital advertising for 3 billion people worldwide... and probably erase half of his competitors in the process.

Yes, TikTok is an emerging platform but we believe GIPHY helps round out Facebook's portfolio of social dominance. Instagram, WhatsApp, and Oculus are all bearing fruit and the most recent acquisition of GIPHY should continue this trend.

If you are unaware, GIPHY powers the top messaging and social platforms: Snapchat, Tindr, Bumble, Slack, Telegram, Twitter, WhatsApp, Facebook, Instagram, Messenger, and iMessage. This near monopoly in being the pipeline for GIFs online means their platform ships 7 Billion GIFS everyday across 1 Billion searches and a user base of 500 MM.

Oh and did we mention they have a keyboard that if allowed, grants the company full knowledge of all keystrokes?

So with the dust barely settled on this deal, let's use this space to put some predictions about what GIPHY could mean for the platform. Please note, none of the aspects below are confirmed or official.

Clickable GIFs

Ad Library

Improvements to Measurement and Identity Graph


GIPHY empowers the Instagram AR platform

What do you think we'll see in the next 2 years from this acquisition?


This article was originally written on May 26th, 2020 in Issue 25 of The Weekly Dysrupt

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