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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