The theory is that if it’s easier to find and share one, you’ll do it again and again. When you open Tenor, you’ll only find a small slice of GIFs that are available as the company is looking to compress the amount of time you actually spending digging around for a GIF you want to share. So whether you’re using the Tenor keyboard or one of our other products, you can expect to see much more of this in your future:” Tenor will continue to operate as a separate brand, and we’re looking forward to investing in their technology and relationships with content and API partners. “Tenor will help us do this more effectively in Google Images as well as other products that use GIFs, like Gboard. “With their deep library of content, Tenor surfaces the right GIFs in the moment so you can find the one that matches your mood,” Google Images director of engineering Cathy Edwards said. If you’re watching the NCAA Men’s Basketball tournament, you’re probably better off searching for a GIF of your team rather than just blasting a text message to your group of friends. Tenor CEO David McIntosh will often say that the company is about conveying emotion - and really, that isn’t something that often goes very well over text. GIFs have increasingly been pretty interesting because they offer an opportunity to compress a lot of information into something that’s easily shareable. The company works with advertisers to create sponsored GIFs that slot into its searches, which are usually pretty compact and offer an opportunity to generate a lot of engagement. The company said it has more than 12 billion searches every month, and is one of the first major exits for a small but relatively hot space around tools that allow users to easily share GIFs. Tenor has increasingly positioned itself as a search company, using that as a metric for engagement and success as users tap into a massive database of GIFs. Tenor will continue to operate as a separate brand within Google, the company said in a blog post. Google will be acquiring Tenor, which powers a variety of GIF keyboards on phones and messengers like Facebook Messenger, the companies announced today.
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