Google has bought Tenor, a GIF search service that already powers a bunch of GIF keyboards, including Messenger.

Google image of the future

Cathy Edwards, Director of Engineering, Google Images, published a blog post explaining the acquisition is about ‘making it easier to find and share GIFs’.

That’s a really nice way of saying that consumers can fulfil their meme-lust without leaving Google-owned platforms.

While it’s not explicitly stated in the post, Edwards gives a subtle hint that Tenor’s library of GIFs may integrate into Google Images search.

It might be a bit like how Video search turns up all sorts of vids, but mostly ones hosted on YouTube.

GIF way signs

Even prior to this announcement, Tenor recently revealed to TechCrunch that they were dealing with 12 Billion GIF searches per month.

Indeed, TechCrunch later observed that ‘Tenor has increasingly positioned itself as a search company, using that as a metric for engagement and success’.

Google’s considerable resources and search expertise could give Tenor an edge over competitors like Giphy.

The fact that Tenor is already popular on Messenger may also give Google an in-road for intelligence on one of their major ad-network competitors.

Can the power of GIFs be harnessed for brand power, or is it too much of a Wild West situation to even think about trying to corral it?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.