CEO Spotlight: Lightricks CEO Zeev Farbman on the Evolution of the Creator Economy - CEOWORLD magazine

CEOWORLD magazineTop StoriesCEO SpotlightCEO Spotlight: Lightricks CEO Zeev Farbman on the Evolution of the Creator Economy

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For all the hype surrounding “the creator economy,” it’s a relatively new phenomenon, and even the multinational companies that have the most skin in the game are still trying to figure out where it’s all headed. In this sense, Zeev Farbman, co-founder, and CEO of Lightricks, is the exception.
Digital content creators have been able to earn a living since the rise of the internet, but many of the factors that make the creator economy what it is today have only been in play since 2020. With social distancing regulations in place, locked-down creators doubled down on posting original content and engaging with their audiences. As people’s values have changed, The Great Resignation has seen a shift towards self-employment, and with trust in companies diving, marketers have found increasing success tapping into the authenticity of influencers.
Founded in 2013 and today operating in high-growth mode following a $130 million Series D round with a $1.8 billion evaluation, Lightricks has made a name for itself as a developer of massively popular apps that help people to bring their visual content ideas to life. To date, the company’s products, which include Facetune, Videoleap, Beatleap and Filtertune, have been downloaded over 500 million times. 
We reached out to Farbman to get his take on what the future has in store for the creator economy and what creators need in order to thrive. 

Before 2020, the bigger influencers with massive followings on TikTok, Instagram or YouTube received most of the attention, but with the rapid creation, growth of complexity of online content in just the last two years, the market has opened up and offers great opportunity for those creators with smaller, loyal followers.
Empowering these growing, mid-sized creators is highly important, as this larger pool of creators will benefit by marketing their unique skills, talents and passions through photo and video content and more easily monetize through partnerships and brand campaigns.

Lightricks is a company looking to enable creativity, create magic and bring ideas to life for millions and millions of people around the world, and I view that as part of our internal DNA too. To me, it is super important that the people behind the product are enjoying their journeys as well. When your employees can fully express themselves and use their strengths in a way that helps everyone, things run better and smoother.

Now we want to continue to provide these creators with whatever tools and services they need as they drive the creator economy forward. We already had the creators engaged within our apps, and now it was about also helping and guiding them through the funnel, from creation to monetization.
The next step was finding a way to offer creators more monetization opportunities and how to support them. In March, we acquired Chicago-based Popular Pays, a platform that facilitates the collaboration between creators and brands on marketing and brand campaigns. This is the first step in our strategy to support and enable creators to reach their potential and monetize their talents and content.

The second is creators understanding they can turn their hobby into a source of income, and as a result, they have new needs revolving around those monetization efforts.

So yes, YouTube, Facebook, Twitter, TikTok and others are all playing the game, and we at Lightricks are prioritizing alignment with the interests of the creators, including the smaller and middle-sized ones. They can use our tools to export content to any platform they choose (at times, more than one), and we continue to build and provide them new and exciting monetization opportunities, so they can do what they do best – create exciting and engaging content.
Have you read?
Where Has All The Value Gone by Bryan Gray.
Is your Board stimulating or stifling innovation by Rosie Yeo.
When It Comes to Business During Chaos, Only the Resilient Survive by Rhett Power.
Entrepreneur Trevor Edwards: How Collaboration Leads to Success.
Everything You Need to Know About Adrien Rappoport.
CEOWORLD magazineTop StoriesCEO SpotlightCEO Spotlight: Lightricks CEO Zeev Farbman on the Evolution of the Creator Economy
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