GoDaddy has reached an settlement to amass Over, the startup behind an app that helps companies create the pictures and movies they want for social media.

Justin Tsai, GoDaddy’s vp of progress and product, mentioned this acquisition is about acknowledging “a world of entrepreneurs who might by no means have a web site.”

He instructed me, “Over’s capabilities actually goal these set of individuals, who might have an Instagram profile the place they should publish visually participating content material however have by no means gone to GoDaddy.”

This follows GoDaddy’s relaunch of its website-building instruments final fall underneath the brand new title Web sites+Advertising, with further options round e-mail advertising, SEO and sustaining a presence past your web site, whether or not that’s on Fb or Yelp.

Tsai mentioned Web sites+Advertising now has 1 million paying clients, however as extra enterprise began utilizing it, “We began noticing customers actually had hassle creating nice content material as they go to these platforms. They didn’t know what to publish or how you can make that publish actually sing.”

That’s the place Over is available in, providing quite a lot of customizable templates and layouts that ought to make it quicker and simpler to create eye-catching visible content material. The purpose, in accordance with co-founder and CEO Matt Winn, is to “construct guitars, not violins” — in the identical manner that somebody can choose up a guitar and “strum just a few cords,” they need to have the ability to obtain Over and rapidly “begin creating actually nice content material.”

The truth is, the startup says it has greater than 1 million energetic customers of its personal, who’re utilizing it to create greater than 220,000 tasks day-after-day.

Tsai mentioned GoDaddy and Over have been initially discussing a partnership, however because it grew to become clear that there was a possibility to combine the merchandise extra deeply, these discussions led to acquisition talks.

Over will proceed to function as a standalone app, and he mentioned the crew will proceed to develop new options for the app. On the similar time, they’ll be constructing integrations with Web sites+Advertising, for instance by taking Over and connecting it “into our insights software to know how totally different components of [online] presence layer in collectively, to take a look at templates and the way these really assist various kinds of small enterprise homeowners.”

The monetary phrases of the acquisition weren’t disclosed. Winn mentioned Over had beforehand raised funding from True Ventures and angel traders, and that the complete 76-person crew can be becoming a member of GoDaddy. Over will proceed to function out of its Cape City, South Africa headquarters.

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