Kapwing is Adobe for the meme generation

Kapwing is Adobe for the meme generation

Need to resize a video for IGTV? Add subtitles for Twitter? Throw in sound effects for YouTube? Or collage it with other clips for the Instagram feed? Kapwing lets you do all that and more for free from a mobile browser or website. This scrappy new startup is building the vertical video era’s creative suite full of editing tools for every occasion.

Pronounced “Ka-pwing,” like the sound of a ricocheted bullet, the company was founded by two former Google Image Search staffers. Now after six months of quiet bootstrapping, it’s announcing a $1.7 million seed round led by Kleiner Perkins.

Kapwing hopes to rapidly adapt to shifting memescape and its fragmented media formats, seizing on opportunities like creators needing to turn their long-form landscape videos vertical for Instagram’s recently launched IGTV. The free version slaps a Kapwing.com watermark on all its exports for virality, but users can pay $20 a month to remove it.

While sites like Imgur and Imgflip offer lightweight tools for static memes and GIFs, “the tools and community for doing that for video are kinda inaccessible,” says co-founder and CEO Julia Enthoven. “You have something you install on your computer with fancy hardware. You should able to create and riff off of people,” even if you just have your phone, she tells me. Indeed, 100,000 users are already getting crafty with Kapwing.

“We want to make these really relevant trending formats so anyone can jump in,” Enthoven declares. “Down the line, we want to make a destination for consuming that content.”

Kapwing co-founders Eric Lu and Julia Enthoven

Enthoven and Eric Lu both worked at Google Image Search in the lauded Associate Product Manager (APM) program that’s minted many future founders for companies like Quip, Asana and Polyvore. But after two years, they noticed a big gap in the creative ecosystem. Enthoven explains that “The idea came from using outdated tools for making the types of videos people want to make for social media — short-form, snackable video you record with your phone. It’s so difficult to make those kinds of videos in today’s editors.”

So the pair of 25-year-olds left in September to start Kapwing. They named it after their favorite sound effect from the Calvin & Hobbes comics when the make-believe tiger would deflect toy gunshots from his best pal. “It’s an onomatopoeia, and that’s sort of cool because video is all about movement and sound.”

After starting with a meme editor for slapping text above and below images, Kapwing saw a sudden growth spurt as creators raced to convert landscape videos for vertical IGTV. Now it has a wide range of tools, with more planned.

The current selection includes:

  • Meme Maker
  • Subtitles
  • Multi-Video Montage Maker
  • Video Collage
  • Video Filters
  • Image To Video Converter
  • Add Overlaid Text To Video
  • Add Music To Video With MP3 Uploads
  • Resize Video
  • Reverse Video
  • Loop Video
  • Trim Video
  • Mute Video
  • Stop Motion Maker
  • Sound Effects Maker

Kapwing definitely has some annoying shortcomings. There’s an 80mb limit on uploads, so don’t expect to be messing with much 4K videos or especially long clips. You can’t subtitle a GIF, and the meme maker flipped vertical photos sideways without warning. It also lacks some of the slick tools that Snapchat has developed, like a magic eraser for Photoshopping stuff out and a background changer, or the automatic themed video editing found in products like Google Photos.

The No. 1 thing it needs is a selective cropping tool. Instead of letting you manually move the vertical frame around inside a landscape video so you always catch the action, it just grabs the center. That left me staring at blank space between myself and an interview subject when I uploaded this burger robot startup video. It’s something apps like RotateNFlip and Flixup already offer. Hopefully the funding that also comes from Shasta, Shrug Capital, Sinai, Village Global, and ZhenFund will let it tackle some of these troubles.

Beyond meme-loving teens and semi-pro creators, Kapwing has found an audience amongst school teachers. The simplicity and onscreen instructions make it well-suited for young students, and it works on Chromebooks because there’s no need to download software.

The paid version has found some traction with content marketers and sponsored creators who don’t want a distracting watermark included. That business model is always in danger of encroachment from free tools, though, so Kapwing hopes to also become a place to view the meme content it exports. That network model is more defensible if it gains a big enough audience, and could be monetized with ads. Though it will put it in competition with Imgur, Reddit and the big dogs like Instagram.

“We aspire to become a hub for consumption,” Enthoven concluded. “Consume, get an idea, and share with each other.”

Source: Mobile – Techcruch

GIF lord Imgur caves to video to hasten profitability

GIF lord Imgur caves to video to hasten profitability

Imgur is the internet’s best time sink, where 250 million monthly users silently consume an endless community-curated collection of absurd GIFs, inspiring tales, pop science explainers and giant meme dumps. But what it’s never had is video. That was a differentiator that made it ideal for quiet browsing in class, on public transit or in bed. Since none of the content required audio, you never had to worry about grabbing your headphones or disturbing those around you.

But the lack of video was also holding Imgur back. Sometimes you need to hear a crazy cat meow, or a baby giggling, or a crappy robot explode. So users would have to hunt down the “sauce,” aka the GIF’s source video, on another site. Oh, and advertisers love video and will pay a boatload more for it than a silent GIF or static image.

And so, Imgur is evolving with today’s launch of video. You can check them out, including this ream of popular GIFs reunited with their soundtracks, on the Imgur Unmuted channel.

The shift comes at a pivotal moment for the company. Launched in 2009, founder Alan Schaaf bootstrapped the startup to 130 million monthly visitors over the course of five years before finally taking a $40 million Series A from Andreessen Horowitz in 2014. Two years later it augmented its flimsy banner ads with full-screen promoted posts while trying not to damage the irreverent nature of the app.

Imgur’s Chief Operating Officer Roy Sehgal, its Sheryl Sandberg, tells me that as of recently “we were cash flow positive” before revealing “we expect to be profitable this year.”

Video could push Imgur to that milestone. The more organic video posts from users, the easier it will be for Imgur to slide in lucrative video ads. Facebook printed money with the same strategy, rolling out auto-play video in 2014 to pave the way for video ads that command high prices from businesses. Imgur recently began allowing video ads, but they stuck out, seeming to violate the app’s code of silence. Now Imgur is training its users to tolerate or even embrace audio and video.

Next comes video editing

Starting today, everyone can watch videos on Imgur, while iOS users can post video, with that opening to more people soon. Wisely, sound is off by default so you won’t get accidentally blasted, and technically you could just pretend they’re GIFs if you don’t click the audio button in the bottom right. They’re also limited to 30 seconds, so you won’t have lengthy YouTube reposts or as many copyright concerns, and they can be trimmed in the uploader.

“We’ve been making the transformation from an image community to a community-powered entertainment platform,” says Sehgal. Video could keep Imgur’s legion of users growing, and make sure they can experience today’s hottest content in whatever format it’s made for.

“We realized there was a vector of content we were not supporting that we thought our users would want,” Sehgal notes. The launch comes following the addition of much-requested Favorites folders and chat, and the Snapchat Stories-esque Snacks GIFs that no one asked for.

But video will bring a new sense of FOMO to those watching discretely. They’ll either have to swipe past the videos or miss the aural dimension. That could splinter Imgurians, who are otherwise united by a homescreen that shows identical top-rated content to everyone, unlike the fractured and personalized landing pages of most social networks. Some of Imgur’s funniest content relies on inside jokes powered by everyone having the right prerequisite knowledge from seeing the same things.

“They are definitely surprised,” says Sehgal, but he claims “the reaction has been very positive.” That’s not exactly clear from reading the Imgur Most Viral homepage, which just got a desktop redesign with bigger previews and easy access to popular tags you can explore. GIFs and still images still dominate and I’ve hardly seen any videos.

That could change as Imgur plans on equipping users with new editing tools to help them turn generic clips into weird and wacky stuff people love to upvote. Imgur’s existing Video-To-GIF creation tool has been a hit. Hopefully future editing tools will let people add custom subtitles, stickers, interjected titling screens and more. Those will be crucial to keep video from making Imgur generic.

Alan Schaaf, founder of Imgur, and his sister/community director Sarah Schaaf, speaking at TechCrunch Disrupt

The pivot to video may be inevitable for all online content. Combined with every app from Instagram to Netflix to Airbnb adopting Snapchat’s Stories, there’s an unsettling convergence going on. Video may be the most vivid and emotive medium. Yet we’ll lose something if there’s a social network singularity where they all have the same features.

Imgur is looking to become a business that’s palatable to a mass audience with video. But it must take care not to forfeit esoteric absurdity that’s made it a vacation from the overwhelming news and envy spiraling of other feeds.

Source: Mobile – Techcruch