Content creators

Supporting content creators on their journey from hobbyists to breadwinners

About ten years ago, Zeev Farbman and a few members of his research team at the Hebrew University of Jerusalem decided to leave academia behind to found Lightricks, a software store that became very successful with its first product release, a mobile application called Facetune.

Today, Lightricks’ various apps have been downloaded over 650 million times, and the company is experiencing unprecedented growth, being at the epicenter of the booming creator economy.

Last fall, Lightricks closed a $130 million Series D funding round at a $1.8 billion valuation. In March, Farbman announced that the company had acquired Popular Pays, a collaboration platform that served as a hub for campaigns spanning more than 100,000 pieces of content across 40,000 creator-brand partnerships.

In recent months, Lightricks has focused on integrating powerful text-to-image AI into its product suite, further enabling content creators to turn their ideas into engagement magnets.

“Content creator” has only recently emerged as a career path for freelancers. What are the biggest challenges interested people face today and what is Lightricks doing to help them?

These new creators, like many artists before them, must first find their passion for visual creativity, then understand the tools and how to use them, and finally learn how to make an effective living from it and create an economic model that makes sustainable (this includes all the administrative, legal and technical needs of any business).

Lightricks has already created several powerful tools to allow creators to use their phone as a visual editing tool, so we’re lowering the bar for entry so they can start creating valuable content.

Then we help creators help each other, for example by introducing templates to our Videoleap feed, where creators can leverage the knowledge and skills of more experienced creators to create the basis for a short video and then adjust or customize the resulting remake as they see fit.

And just as we plan to add Popular Pays to create a marketplace for this new content, we will be looking to add other services in the future that will provide professional support for these new creators. Popular Pays offers a one-stop marketplace for these same creators to showcase their content and leverage their loyal followers in an easy-to-search database, opening doors for them and brands to create new, more agile ad campaigns.

To succeed as a freelance content creator, do people have to be dedicated to it full-time?

Many creators create content just for fun or to entertain their followers. And there are so many tools available to introduce users to the magic of creation.

That’s why we provide free access to our core tools – we want people to find their internal creator. If they fall in love with it, the small subscription for the full features is worth it. Millions of people have already captured many photos and videos, which is the basis of all good content. It’s about having a story to tell and then telling it.

Lightricks got to where it is today by developing AI-enhanced applications to create visual content. With Link in Bio and Popular Pays, that is changing now. Why are you diversifying and what does it say about the strategic direction of your business?

Prior to 2020, and COVID was suddenly causing many people to work from home or re-evaluate their professions, our data indicated that around 75% of our users were creating content primarily for fun or passion projects.

Today, as more and more people are more serious about creating content, we see that around 75% of our users are interested in monetizing that same content. They now recognize that they are the drivers of social media engagement and that their creativity and editing skills are intrinsic. value to their followers or brands.

Many creators have continued to follow their passion and creativity, but we see more and more of them wanting to use that passion as a career path and looking for help monetizing their content and support to create. a company around their own brand.

When Facetune first rose to the top of the App Store charts, you didn’t stop there and continued to develop several new products in the years that followed. When did you start feeling sure that Lightricks was going to be more than the company behind Facetune?

When we founded Lightricks, we thought Facetune would be a small app, saving us time to develop the larger ones we had thought of. We never imagined it would top the App Store charts for a year, let alone several years in a row.

Our vision for Lightricks has always been to create the best photo and video editing experience on mobile. It was 2012, and we were working on our infographic research at a time when social media apps were taking off, Instagram was in its infancy, and Facebook was quickly becoming the go-to app for young adults and families to hang out with. connect. Pictures.

During one of my late-night walks home from the computer lab with some of my research partners, we realized that one component of our research might be appealing to the consumer market. So we introduced Facetune and our company, Lightricks.

We thought it would be valuable – and could create a revenue stream for us to invest in our research and long-term vision. But we didn’t anticipate how quickly this would spread, or how quickly we would go from PhD students to owners and managers of a tech company.

Since then, Facetune has evolved considerably and we have released other applications, including Photoleap and Videoleap. It has been very exciting to see the power that photo and video content has had on the growth and variety of social media, and our product research and development is well positioned to bring value to this rapidly growing area for creators.