TikTok today announced a new in-app creator tool called TikTok Library, which the company hopes will make it easier for creators to access entertainment content and participate in trends. Initially, the library will be populated with curated content from GIPHY, including its collection of GIFs with sound, known as GIPHY Clips. Over time, TikTok says it plans to expand the library with additional content sources, audio and sounds, text templates, and other content from TikTok creators.
However, the company declined to share what kind of future partners it might have in store for these efforts.
Launched in 2019 as GIPHY Video, GIPHY Clips are now a medium for entertainment partners such as TV and movie studios, game makers, record labels, sports leagues, media information and others to share licensed content on the GIPHY Platform. Over time, the feature has grown to include thousands of content creators who want to leverage GIFs with sound – also known as short-form videos – to reach GIPHY’s hundreds of millions of daily active users. These GIPHY Clips can be shared anywhere on the web with a link, in messaging apps, in work tools like Slack, and in other third-party apps via GIPHY’s Developer Toolset, the SDK GIPHY.
At launch, TikTok says it will support GIPHY clip categories like reactions, quotes, people, and iconic moments.
Reactions are those GIFs that capture someone’s raw emotion, while Quotes are memorable catchphrases and sayings from notable personalities. The People category can feature anyone with a fandom, such as celebrities or athletes. And iconic moments are things like amazing sports plays, award speeches, and other unforgettable moments from big events. (Perhaps like the one we all witnessed on Sunday at the Oscars?!)
The integration within TikTok will include some of the tens of thousands of GIPHY Clips library, in addition to millions of GIFs from GIPHY’s broader library, a company spokesperson said.
Although TikTok already houses a number of creative tools in its social video app, the company says it continues to look for new ways to help creators express themselves. This is where the GIPHY integration comes in.
To use the feature, TikTok users will tap the new “Library” icon in the vertical sidebar of the app’s camera screen. Once inside the library, you can scroll through trending content or use the search bar to find something more specific. When you have selected the content you want to use, you can cut it to the desired length and then return to the shooting page to continue capturing the video.
TikTok says the library feature will first roll out in select markets on Android and follow next week on iOS, before rolling out to more TikTok users globally in the coming weeks.
Of course, there’s some irony here with TikTok leveraging content from a company Facebook once acquired for $400 million to improve the short-form video app that has since become one of the giant’s biggest threats. social. But Facebook, now Meta, had been blocked from fully integrating GIPHY as the UK’s Competition and Markets Authority (CMA) investigated the deal on anti-competitive grounds. In November 2021, the CMA ruled that Meta would be required to divest GIPHY. Meta is now appealing this decision. But one has to wonder if a TikTok integration like this would have ever advanced had Meta been allowed to fully integrate GIPHY into its own business.
This isn’t TikTok’s first-ever GIPHY integration, to be fair. He previously launched stickers and GIFs in Green Screen. But it’s the first to take advantage of GIPHY’s videos.
Although TikTok characterizes the GIPHY integration as the start of a much larger feature, the lack of details on possible future partners suggests that the addition is still in its early stages. Calling it “TikTok Library” also sounds much more interesting than just integrating the GIPHY SDK.
Plus, by announcing Library before the feature is fleshed out any further, TikTok can quickly capitalize on the momentum around pop culture’s latest moment with this weekend’s Oscars, and its accompanying highlights and disasters. , which have already been embedded in TikTok videos with millions of views.