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M&A
Israel-based Lightricks acquires creator platform for brand collaborations Popular Plays
Creator Economy
Mar 30, 2022
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Creator Economy

Creator Economy

Mar 30, 2022

Israel-based Lightricks acquires creator platform for brand collaborations Popular Plays

M&A

  • Lightricks, an Israel-based video and image editing app developer, has acquired Popular Plays, a platform that connects creators and influencers with brands for marketing purposes, for an undisclosed amount. 

  • Founded in 2013, Popular Plays enables brands to use its network of 60,000+ content creators for influencer marketing and content creation. Popular Plays claims its partner brands have seen 86% more efficient cost per site visit, 80% reduction in cost per landing page view, and a 35% increase in link clicks. To date, Popular Plays has facilitated the creation of over 100,000 pieces of sponsored content and over 40,000 creator-brand partnerships.

  • The acquisition is expected to enable creators to use Lightricks to monetize their audience by engaging with brands such as Kraft-Heinz for content collaborations. 

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