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Google snaps up Tenor as GIF searches explode

29 March 2018

The financial aspects of the deal are, however, being kept a secret though Google did reveal in a blog post that Tenor will continue to have an independent existence of its own, including the Tenor brand name as well.

On Tuesday, the search giant said it's acquiring Tenor, a platform for searching for GIFs on Android, iOS and desktop. As rivals tried all sorts of different things to enhance search results and gain an edge, Google has always been as good as it gets in terms of simplicity. But in 2016, Google also integrated Tenor's technology into Gboard, its mobile keyboard app.

Tenor, makers of the GIF Keyboard available on Google Play and the operators of a GIF-finding platform that sees 10 billion GIF searches a month, have just been acquired by Google.

PR and marketing pros looking to rank high for consumers browsing on phones and tablets should prepare now to make their digital content as mobile-friendly as possible, which includes ensuring that your website's pages load quickly.

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"With their deep library of content, Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood".

Companies in all industries should take this change seriously, as their ranking in the search engine could directly impact their business. Last year, the company rolled out an an analytics tool and a proprietary ad product as brands become more interested in GIFs as a guaranteed ad. They pay the firm up to $500,000 to run sponsored GIFs, short moving digital images, inside search results. Tenor is present on a variety of services, including Facebook's Messenger.

These animated images are increasingly popular among social media users, in text message exchanges (along with emojis) and even in the fading world of online forums.

However this appears to be a test as not all users are seeing the changes, meaning that there is no guarantee that Google will implement this new feature, but what say you?

Google snaps up Tenor as GIF searches explode