Seeking to make an innovative change, five friends chose to pause their studies to pursue a dream. While studying Computer Science and Image Processing in the PhD program at Hebrew University, they discovered there was a gap between research in the academic world and what was available in the market.
After the discovery, Zeev Farbman (CEO), Amit Goldstein (CFO), Nir Pochter (CMO), Yaron Inger (CTO) and Itay Tsiddon (Director of Business Development) founded Lightricks. Shortly after, Eran Yacobovitch joined the team as Lightricks’ Marketing Analyst.
Well known for their photo editing apps Facetune and Enlight, Lightricks is producing the next generation of content creation tools. Founded as a bootstrap company, they needed to ensure their venture was profitable from the start. Launched in early 2013, Facetune was Lightricks’ first app, and at the time of their launch Facebook had just released the Mobile App Install ad objective. An amazing opportunity to acquire new users and capitalize on their paid application business model, Lightricks built a marketing strategy focusing on country- based burst campaigns.
Beginning with no budget, they invested 500 dollars into Facebook advertising. They were able to optimize their campaigns, and reach top ranks in multiple app stores. The duo quickly learned that this was a great opportunity to acquire new users with the best ROI, so they continued to invest most of their profits and scaled with Facebook – a strategy that is still in place today.
Soon, both Facebook and Apple recognized Lightricks’ accomplishments, the company scaled and Facetune quickly became the fifth most sold app in the AppStore, reached #1 in over 128 countries and was one of Google’s best apps in 2013 and 2014.
In March 2015, Lightricks released Enlight, the most powerful suite of image processing tools on mobile that was recently named as Apple’s App of the Year for 2015. Later that year, Lightricks received an investment from Carmel Ventures that allowed them to scale and make their vision come true faster. The talented team is currently working on 4 new apps, all in the field of content creation on mobile.
We sat down with Eran to get the inside scoop on Lightricks, and pick his brain on Facebook advertising strategies:
1.What’s your ultimate mission?
“Our goal is to provide mobile users with all the necessary tools to create and edit mobile content. We’re currently working on four new products, all centered around content creation and editing on mobile. Aiming to empower the creator in everyone, we continue to deploy research grade technology to create an ecosystem of mobile first creativity tools.
2.What do you love about living in Israel? What do you love about the startup culture in Israel?
“Born and raised in Israel it’s hard to imagine myself anywhere else. I grew up in Tsfat, and never thought I would move to Jerusalem. University is what originally brought me to Jerusalem, and Lightricks is what has kept me here. Jerusalem is the perfect place to found a startup in- there are organizations like Made in JLM that help startups grow, and foster communities, and the city itself is calm enough to allow entrepreneurs to channel their energies to their ventures.”
3.How do you use social media to reach your audience?
“We give our users value with our Facebook, Instagram, and Twitter pages. We’ve found that Facebook is the most effective platform for our goals, and we use the platform consistently to increase our user acquisition. I love the accessibility of social media. Every user has the ability to contact their favorite brand, and we can effectively communicate with our audience and help them better understand our product.”
4.What are your top Facebook Advertising tips for startups?
- “Test, test, test. Channels, targets, creatives, prices, etc. You’ll never know what will work best. That’s pretty much our marketing department’s motto.”
- “Don’t always settle with the currently available tools. It’s not always the easy thing, but if you have the resources and you think you can do it better, build the tools that fit the way you work.”
- “Be sure to use all available ad types: Image ad, video ad, carousel, and others.”
- “Instagram proves to be a very good channel – check it out.”
- “Keep yourself updated with relevant blogs, pages and users. Online advertising and Mobile App Advertising in particular are very dynamic and ever-changing realms.
5.What’s one thing no one knows about your business?
“Our best hidden secret is our garden. We have the best office garden in Israel, and we invest a lot of time and money in maintaining it. Some of our many plants are tomatoes, strawberries, herbs, passion fruit, and many species of flowers. Each month we send an internal newsletter to the staff explaining a new aspect of the garden to them!”
Read more about Lightricks’ Facebook accomplishments here:
Want to join Lightricks’ team? They’re hiring: http://careers.lightricks.com/