. >> reporter: giphy's success has led to thousands of corporate partnerships. the nfl, netflix, comedy central. they all have their own giphy channels. >> ideally, anyone who's making really culturally relevant content, they're going to want to see it represented in gifs. >> so what's the business model here? how do you make money off of what you're talking about? >> so at our core we're a search company. paid search and promoted search is the way we run our business. >> reporter: in their studios in new york city and los angeles they have celebrities come by and create original content. >> so you set up -- >> reporter: they even let me give it a try. >> things like that. >> peace. >> reporter: somewhat lamely. >> where would i hold it? >> this is vegan leather? if i don't like the gifs, there's going to be hell to pay. >> i'm texting my wife. where would i see it? >> reporter: but the guys still had to teach me how to text gifs to my wife. >> i can't believe i'm letting you guys take over my communication with my wife. >> i'm sorry to dan's wife. we think you'

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. >> reporter: more than 300 million people use giphy's platforms every day.they, too, have had to confront this idea of digital black face. >> anytime there's culture put out other cultures will appropriate the culture and it becomes part of mass culture. there is a responsibility for media companies to look at what they're doing and how they are a citizen in this kind of community. >> reporter: the first gif was created 30 years ago and the first to go viral was the dancing baby. now there are millions of them. with the explosion of gifs is human attention, the average attention span for any one thing is 12 seconds. >> are you sure that the move toward shorter and shorter and shorter is a positive? >> i think there are concerns on the internet. if you think about the average time anyone's watching video on the internet is really small. is it good or bad? don't know yet. >> reporter: this is a psychologist who studies people's relationships with technology. she thinks gifs are leading us to the art of forgetting great communication. >> they're great for some