Popular Pays

Mid-tier creator marketing platform operating as part of Lightricks' creator economy portfolio, competing with dedicated influencer SaaS players in the brand-to-creator collaboration space

Popular Pays, now part of Lightricks, is a Chicago-based creator marketing platform that enables brands and agencies to discover, collaborate with, and manage social media influencers and content creators at scale. The platform provides end-to-end workflow tools covering creator discovery, campaign briefing, content review, and performance analytics — allowing marketers to run influencer and user-generated content (UGC) campaigns more efficiently than traditional agency models. Founded in 2013, Popular Pays built a reputation for its curated creator marketplace and its emphasis on authentic, brand-safe content. The platform serves mid-market and enterprise brands across consumer goods, retail, beauty, and lifestyle verticals, offering integrations with major social platforms including Instagram, TikTok, and YouTube. Its combination of a vetted creator network and campaign management tooling positions it as a mid-tier competitor in the influencer marketing software space. In 2021, Popular Pays was acquired by Lightricks, the Israeli creative technology company best known for consumer apps such as Facetune and Videoleap. Popular Pays continues to operate as a distinct brand and platform under Lightricks' ownership, benefiting from the parent company's broader creator economy ecosystem and technology resources. The acquisition reflected Lightricks' strategic push to expand from consumer creative tools into the B2B creator marketing space, with Popular Pays serving as its enterprise-facing influencer marketing offering.