The GIPHY Platform
More than GIFs. A platform for digital expression.
Aquafaba Test Kitchen creates original GIFs and stickers that people can discover and use to communicate across digital platforms. Through GIPHY's distribution ecosystem, these creative assets become part of everyday conversations, reactions, celebrations, and shared experiences.
What is a GIPHY Creator Channel?
A verified home for original digital content.
A GIPHY Creator channel is a verified account that allows artists, brands, and content creators to publish original GIFs and stickers directly to GIPHY's platform. Unlike a social media profile, a Creator channel isn't built around followers or an algorithmic feed. It's a searchable content library; organized, indexed, and made available to anyone who uses GIPHY-integrated apps and keyboards.
Aquafaba Test Kitchen has operated as a GIPHY Creator since 2021, building a library of over 800 original pieces of content. That content is available across every platform that integrates GIPHY; which includes major messaging apps, social networks, and productivity tools used by hundreds of millions of people worldwide.
How Content Gets Found
Distribution without a following.
On most social platforms, reach is tied to followers. A post goes out to people who already know you exist. GIPHY works differently. Content is discovered through search; someone types a word or feeling into a GIF keyboard, and GIPHY surfaces the most relevant results from its entire library, regardless of who made them.
This means a GIF created by Aquafaba Test Kitchen can appear in an iMessage conversation, a Slack thread, a Twitter reply, or a Facebook comment; without the person using it ever having heard of the channel. The content travels through the act of communication itself.
"The content travels through the act of communication itself."
1Billion+
cumulative views
A note on what this number means: Cumulative views count every time a GIF or sticker is loaded; not unique people reached. The same person can contribute many views across many conversations. This figure reflects the scale of content usage over time, not the size of an audience. That distinction matters, and it's worth understanding before drawing comparisons to follower counts or impressions.
What One Billion Views Means
Scale measured in moments of use.
When a GIF or sticker accumulates views, each one represents a moment when someone chose that piece of content to express something; a reaction, a joke, a celebration, a feeling. At the scale of hundreds of millions of views, that's not a vanity metric. It's evidence that the content has become genuinely useful to people.
For brands and organizations, this kind of reach is qualitatively different from advertising impressions. The content isn't served to someone; it's chosen by them. That distinction is what makes GIPHY distribution a meaningful channel for brand presence, not just brand visibility.
Transparency note: To be clear: cumulative views are not equivalent to unique people reached, and they shouldn't be presented that way. But they do represent real usage at real scale; and that's worth understanding on its own terms.
How the platform works
The result is a searchable library of digital expressions that connects creativity with how people communicate online.
Discovery
Found through search, not just follows.
Original GIFs and stickers are indexed in GIPHY's search engine and surfaced across every platform that integrates it; from iMessage to Slack to Instagram. Someone doesn't need to follow Aquafaba Test Kitchen to encounter the content. They just need to search.
Expression
Content people use to communicate.
GIFs and stickers aren't passive content; they're tools for expression. People reach for them to convey reactions, emotions, humor, and celebration. When a brand's creative assets become part of that vocabulary, they show up in real conversations, not just feeds.
Influence
Reach that travels beyond the creator.
Because distribution runs through GIPHY's ecosystem rather than a single social account, creative content can accumulate views across dozens of platforms simultaneously. That's how a channel with a focused following can generate hundreds of millions of cumulative views.
Ready to put your brand in the flow?
Let's talk about what a collaboration could look like for your brand or organization.
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