Popular Pays allows for a more agile approach to advertising. Brands and agencies use their network of creators to produce content for any channel, leverage their software to streamline and scale their work, and call on their customer service professionals to guide their brand strategy. Popular Pays empowers brands to be faster, more flexible, and more effective at achieving their campaign goals by activating influencers for brand awareness, leveraging creator content to power owned or paid channels, or using creators to test and learn on new platforms.
“This is an exciting time for us and an important step towards creating a simplified, single platform that supports creators at every stage of their journey to create and monetize their content,” says Zeev Farbmanco-founder and CEO of Lightricks. “This acquisition is an important milestone for us and will be a game changer for creators. They will reach new levels of success and easily connect with brands through the combination of Popular Pays exceptional platform and team with the strength of Lightricks’ creative tools and the understanding of the creative community.”
Fees of a $130 million Series D, a new partnership with the D’Amelio family and the launch of LinkInBio, Lightricks is the leading platform for creators of all skill levels to deliver their creative vision to audiences of all sizes. Lightricks helps creators monetize their content while creatively engaging with fans. With the acquisition of Popular Pays, Lightricks is giving tens of millions of creators a direct connection from its app portfolio to world-class brands. Likewise, Lightricks will provide brands with access to a large pool of creators who can deliver premium, user-friendly content that aligns with a brand’s values.
Popular Pays, whose strong background in marketing leadership, is a natural fit within Lightricks. Popular Pays truly understands how brands need to adapt their strategies and processes to stay competitive in today’s advertising landscape. Their solutions empower brands and will complement Lightricks’ suite of industry-leading tools available to creators. Popular Pays has seen significant success and growth in 2021, expanding to over 130 active clients representing approximately 340 brands.
“We couldn’t be more delighted to partner with Lightricks,” says Corbett Drummey, co-founder and CEO of Popular Pays. “Our vision is to lead an agile advertising transformation, and we believe creators will propel that evolution. Together, we will have the largest opt-in creator community of any competitive offering. Our products, teams and strengths are extremely complementary, and the resources and scale that Lightricks brings to the table will enable bold new strategies that I believe will change our industry, and we’re excited to work on this together.
To access the Lightricks media kit, including visuals, please click here.
Lightricks is a pioneer of innovative technology that leads to defining moments throughout the creative process. Aiming to push the boundaries of technology to reinvent the way creators express themselves, the company brings a unique blend of academic research and cutting-edge design to every user experience. Lightricks’ app suite has over 500 million downloads worldwide and has won numerous prestigious awards, including Apple’s App of the Year, Apple Design Award and Best of the Year. ‘Apple and Google Play. With five global offices and backers such as Goldman Sachs Asset Management, Insight Partners, Greycroft, ClalTech and Viola Ventures, Lightricks continues to empower creators the moment inspiration strikes.