Giphy Partners With Vimeo to Combine Gifs With Videos

Gif powerhouse Giphy is getting ready to more closely align itself with existing video platforms: Giphy launched a partnership with IAC-owned Vimeo Thursday that will combine Gifs with Vimeo videos, giving users the ability to switch between short Gif clips and the original source videos, complete with sound.

At the center of the new partnership is Giphy’s new embed player, which the company is promoting as a simple way to bring Gifs to third-party websites. The new version of the player, which launched Thursday, also includes the original video for any Gif that was generated from a Vimeo video. Users simply have to click on the Vimeo icon within the player to switch to the video to watch the clip in its entirety.

“Gifs and videos always had a relationship,” said Giphy’s director of brand strategy Julie Logan. With the new player, Vimeo now wants to make this a two-way street, and help video producers drive traffic to their original works. That’s especially helpful if those original videos are part of a branded content deal, and every video view may be important to their bottom line. “It’s going to be a powerful tool for creators,” she said.

However, there’s one caveat: Giphy is only able to embed both the Gif and the source video if it actually knows which Gif a video is from. The company already encourages uploaders of Gifs to link to the source of a video, and Giphy’s Gif creation tools automatically add such a source link — but Giphy isn’t able to embed the original video if a user happens to upload a Gif from a Vimeo clip without mentioning or even knowing the source.

Ultimately, Giphy may add some kind of automatic fingerprinting or content recognition solution to its service to automate this process, said Logan. “This is the first step for us.” The company also plans to add support for additional video hosting platforms to its embed player in the future, said Jason Stein Giphy Director of Business Development: “We ultimately want this technology to work across the internet.”

Popular on Variety

More Digital

  • Oculus Go Product Shot

    Former Oculus Head of Mobile VR Max Cohen Leaves Facebook

    Early Oculus staffer Max Cohen, who at one point led mobile product for the VR unit, has left Facebook this week, Variety has learned. Cohen’s departure is just the latest staff defection for Facebook’s VR team, which recently also lost its head of VR product, Oculus co-founder Nate Mitchell. A Facebook spokesperson declined to comment. [...]

  • YouTube logo

    YouTube Reportedly to Stop Targeting Ads in Videos for Children

    YouTube is finalizing a plan under which it would no longer serve targeted ads in videos that are popular with kids, Bloomberg reported, citing anonymous sources. The move is intended to appease U.S. regulators that have been investigating whether YouTube violated privacy laws that prohibit online services from collecting data on children, according to the [...]

  • Facebook

    Facebook Looking to Hire Journalists for Curated News Section

    Facebook is looking to assemble a small team of journalists to help curate a news tab within its app. The team of 10 media professionals will complement algorithmic curation, and highlight the top stories of the day, according to a New York Times report. “We are building a new surface for news that will give [...]

  • Best Podcasts: 14 Podcasts You Should

    14 Podcasts You Should Be Listening to

    Here are a few of the informative, funny, thrilling and downright addictive podcasts that deserve your listening attention. Read Variety’s cover story, a deep dive into the podcast revolution with Conan O’Brien, right here. CaliphateThe New York Times Rukmini Callimachi’s reporting about the Islamic State is harrowing boots-on-the-ground journalism at its finest. Conan O’Brien Needs [...]

  • Lee-Daniels-headshot

    Lee Daniels Entertainment Announces Diverse Creative Workshop

    Lee Daniels Entertainment and the online entertainment network Represent by OMV have launched a diversity-focused creative workshop to promote a diverse group of new writers. The workshop will be held from Sept. 25-28 in Los Angeles, with travel provided by American Airlines. Industry professionals will mentor aspiring creatives from underrepresented communities with workshops, meetings with [...]

More From Our Brands

Access exclusive content