Here's why Google just snagged popular GIF platform Tenor

Google Search testing out a “load more” in search results                   By Ida Torres

Google fields millions of GIF searches per day, Cathy Edwards, the director of engineering at Google Images, said in a statement announcing the acquisition yesterday. Along with search engine and hosting on its own site, the company offers a number of its own apps - "GIF keyboards" for Android and iOS that allow users to insert animated GIFs into any conversation they are having on their mobile device.

Finding the right GIF images through Google will soon be a little easier.

Google Images has seen a spate of updates in recent weeks, with the latest now being an acqusition of Tenor to improve its GIF capabilities. However, no information regarding the financial terms was divulged by the companies.

Tenor is today one of the biggest and most well-known GIF-related brands in the world, alongside competitor Giphy, and it's little wonder that Google has expressed interest in acquiring the platform.

Tenor has been used in Facebook's Messenger service as well as in WhatsApp to let users send GIFs more easily. The San Francisco-based company attracts nearly 300 million users to its platform and 12 million monthly searches. Tenor would raise GIFs inside Google Images and different administrations like Gboard all the more effective.

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GIFs have gained popularity on Android and iOS as well as on desktops. Tenor claims that its keyboard is compatible across most of the social media apps like iMessage, Google's smart keyboard app Gboard, LinkedIn, Slack and a few more.

The acquisition is unlikely to change anything for the many users who rely on Tenor's services to quickly express an emotion through gifs.

Since making into the industry in 2014, Tenor has raised a total of $32 million.

According to the executive, Tenor will continue to act as a separate brand, but Google intends to "invest in their technology and relationships with content and API partners".

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