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‘Gifs are cringe’: how Giphy’s multimillion-dollar business fell out of fashion

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, which curated a perfect selection of responses to any situation, reaction gifs quickly became synonymous with the format itself. Why reply to a post with “OMG”, when you can post a quick clip of Donald Glover from the sitcom Community walking into a burning room carrying a stack of pizzas?

But while the most dedicated posters kept large archives of their most-used gifs, carefully sorted and labelled, for many, tracking down exactly the right one to use in any situation was a bore. “Giphy was thought up over breakfast with my partner on the project, Alex Chung, while musing on the rise of purely visual communication,” the co-founder Jace Cooke. “We both couldn’t get over how cumbersome it still was to find and share gifs, and thought we could do something about it.”

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