As we cross into 2015, it’s a great time to celebrate the fact that 2014 was another amazing year at Shutterstock. It continues to be clear to me that we are just getting started as a platform for creatives and businesses. While the company continues to grow in several different directions at once, we continue to set our sights on bigger and bigger goals.
Shutterstock started in 2003 with a single mission: We wanted to figure out a way for businesses of all sizes to get the images they needed for all their commercial and creative needs. A decade later, not only are we the leader at this, but we continue to advance further and further into the workflow of over one million creative professionals all over the world. As our company grows, so does our mission. Before we fully embark on the new year, I would like to share 10 highlights from 2014.
Contributor royalties surpassed $250M. Shutterstock has paid a quarter of a billion dollars out to our contributors. Today we have content creators that are hobbyists generating supplemental income all the way to actual businesses that have been created on our platform. Every contributor has a story – and we plan to tell you about some of them in 2015.
- We acquired WebDAM. As we learned more and more about our enterprise customers, it became clear that large companies need help managing the huge number of creative assets they deal with every day. We purchased WebDAM in 2014 to help us help our enterprise customers.
- We have licensed over 400 million images – and continue to license 4 images every single second. The speed at which images move from our creators to our buyers is important. Armed with the powerful data generated by this marketplace dynamic, our contributors have the information to create the images our buyers need.
- We launched Shutterstock Music. To further our commitment for new content types, we launched Shutterstock Music. Music licensing is hard and while we learned a lot in 2014, it’s going to take some time to make headway into this business. It’s still extremely difficult for businesses to find commercially released music for their projects. We plan to make more progress in 2015 and pave the way for Royalty Free music to be available to any business that needs it.
- Palette and Sequence were introduced to Shutterstock Labs. We use Shutterstock Labs as a place we can expose innovative content search and editing tools to our customers. We plan to release more features like these and get the current ones out to more customers soon.
- Our collection surpassed 46 million images. The secret is out – Shutterstock is the best place for contributors to sell their content. Not only is Shutterstock often the first place contributors put their content, but more and more it’s only place photographers trust to sell their content. Because of this, there are millions of files on Shutterstock buyers will not find anywhere else. You can watch our collection grow as we add hundreds of thousands of images every week. The updated number is on the http://www.shutterstock.com footer.
- We surpassed 2 million video clips. Video consumption and creation is on the rise and Shutterstock has become the place that creatives come for motion content. We will continue be the leader in this area. One habit I got into in 2014 is watching movie credits – because Shutterstock is mentioned more and more as both an image and a video source for filmmakers around the world. It’s exciting to see momentum build in video content.
- Our contributor site launched in Brazilian Portuguese. Our contributor site now supports 7 languages, and our customer site supports 20. We plan to support many more languages in the future for our contributors. It’s easier than ever for photographers and videographers around the world to sell their content with us.
- Wix.com integrated Bigstock via our API. Our Shutterstock and Bigstock API has become a business in itself. Companies like Facebook, Constant Contact, and CafePress trust Shutterstock to power their websites with the imagery they need. Our plan to become the platform companies use to power imagery in their products became a reality in the past couple of years and 2014 was a banner year for our API.
- People continue to be our most important asset. At nearly 500 employees, many of whom we added in the past year, we continue to hire and search for amazing people to help build our products and services. If you think you have what it takes to join Shutterstock on our mission, submit your application today!
I would like to thank the entire Shutterstock team for all the work they did in 2014. I’m looking forward to what our employees, contributors and customers create in 2015 and the decade to come.
2013 was a great year for Shutterstock in so many ways. Today is the first day of 2014 and before we start a new year, I wanted to look back at all the amazing things we accomplished during 2013.
2013 was our first full calendar year as a publicly traded company on the New York Stock Exchange.
Our website now services 20 languages – 10 of these were added in 2013. We added support for Turkish, Hungarian, Polish, Czech, Danish, Finnish, Norwegian, Swedish, Korean and Thai. We now cover more of the world than ever before.
We introduced Spectrum : a search tool designed and built in-house that allows customers to search millions of high quality commercially released images by color.
We introduced our premium image offering: Offset : easy to license Rights-Managed quality images, at Royalty-Free prices.
We incubated Skillfeed inside of Shutterstock. Skillfeed operates like a startup inside of Shutterstock and allows creative professionals to continue to learn the skills they need to get better at their jobs. It’s essentially a two-sided learning marketplace where anybody can create a learning tutorial and get paid based on how much it’s viewed. Skillfeed works much like Shutterstock does – the more popular your content is, the more you will get paid for it.
Contributor Payouts Surpassed $150MM. Yes – We’ve paid out over $150 million dollars to our amazing contributors since 2003.
We celebrated 30mm images in our collection, 350mm licenses sold, and continue to sell on average three image licenses every second!
We introduced Keyword Suggestions for our contributors to keyword their images faster than ever. Now contributors can use data we have on other images to quickly tag their own images.
We surpassed 1 million stock video clips and welcomed expert filmmakers Robb Crocker, Daniel Hurst, Luke Miller and David Baumber to our fast-growing video collection. In celebration of their arrival, Shutterstock has compiled a video reel featuring the filmmakers’ work.
We were the first stock agency to integrate into Dropbox Saver so that buyers can quickly download assets right into their Dropbox accounts.
We celebrated 10 years. I started Shutterstock July 10th, 2003 with 30,000 of my own images.
We launched Shutterstock Stories – a creative grant program. There were a total of seven creative grants: five $5,000 winners and two $25,000 winners, including one who was selected by the public. Winners were announced on October 8th.
We extended our iOS App to German and Portuguese and launched our first Shutterstock Android app.
We opened our first international office in London, and shortly thereafter our European HQ in Berlin.
We announced our Facebook integration where over one million Facebook advertisers will get access to Shutterstock’s images directly from the Facebook Ad Creator.
Our Bigstock brand continued to grow and partnered with Constant Contact. Through this integration, Constant Contact customers will now be able to search, select, and license from more than 15 million Bigstock images directly within Constant Contact’s interface.
Every year at Shutterstock has been better than the year before. I’m looking forward to continuing that tradition in 2014.
Photo: Tom Wang / shutterstock
Lately I’ve been spending some time thinking about how we use all the data available to us at Shutterstock to drive disruption. I’ve given presentations on this topic, and decided it was time to put the talk into blog format.
At its core, Shutterstock is a technology company. Forty percent of our more than 300 employees are technologists — programmers, product specialists, and data scientists. People all over the world depend on us every day for images, videos, and instruction, or as a source of income for licensing their own creative work. Essentially, we’re in the business of building two-sided marketplaces driven by network effects.
Our business leverages data and network-effect mechanics to disrupt and grow. We use them as a feedback loop to iteratively improve our customer and contributor experiences, and to increase the velocity at which data moves between the two sides of our marketplaces.
Living and breathing data every day makes Shutterstock employees in every department — from content and business intelligence to PR and human resources — more effective in their roles. We collect everything we can, and we use data for every decision we make.
As a result, we’ve identified three ways data drives digital businesses today:
1. Data is your product, regardless of what you sell.
Smart businesses drive their core interfaces and decision-making based on user data. The more data you have, the better your position, and the bigger your competitive edge.
Many internet-oriented companies collect and use large amounts of information to automatically optimize and personalize their customer experiences. Netflix recommends what you should watch. Spotify tries to figure out what song you’ll want to listen to next. Amazon aims to predict what you’ll buy. Foursquare tells you where to meet your friends for a beer.
These businesses collect all the information available to them because they know consumers increasingly expect companies to read their minds and improve their experiences. Enabling customers to search a bit faster or knowing a little more about them than the competitor creates an advantage.
The terabyte of user-behavior data Shutterstock collects every day includes what our visitors click on, how they search in 20 different languages, and the hundreds of thousands of images and videos they download daily. We look at how many pages they view and what they did to reach the image they downloaded. We store all of this because it holds clues to what people want out of our website.
The more we store, the better we get. I believe all companies must track and keep behavioral data that can drive their user interface and product if they want to succeed in the coming years.
2. Data is your lens into your business.
Invest in data access
Allowing access to data will change how your team thinks and approaches challenging problems. We empower our employees with data so that everyone at Shutterstock can be productively disruptive.
Experiment with visualization and interpretation
Test, Test, Test
Nothing goes live on Shutterstock without A/B testing. We built our own internal testing system called Absinthe, and we always have several experiments running. Whether it’s a button color, the text on a link, a page layout, or a banner image, every detail is tested. Rather than debating personal opinions, we allow data to guide us to the best possible decision. If you’re not testing, you’re missing out on valuable information.
Use resources wisely
It’s important to know when to buy pre-packaged tools instead of building customized ones in-house. Look at your resources, decide what your team and customers need, and when you can, try tools that are already available.
Feel the pulse of the business and iterate
I get an email every few hours right to my phone with key business-health metrics. I can feel the pulse of the business from anywhere, and can make tiny changes throughout the day that help push us forward.
3. Data creates your growth.
Most successful businesses make a data-driven science of attracting and keeping users. If you pay to bring users to your site and aren’t utilizing data, you’re missing an opportunity to master a virtuous cycle that will be difficult for competitors to match.
This is how we look at the data-driven growth cycle at Shutterstock:
1. Attract traffic to your website (typically via SEO, SEM, or other marketing)
2. Test what you do with that traffic (create different checkout flows, vary messaging)
3. Select the best approach based on the results of testing tools such as Optimizely, or your own
4. Convert user traffic to sales based on what you’ve learned
5. Invest more in attracting traffic
6. Outbid your competitors when the cycle begins again by attracting even more visitors
While you’re doing all this, collect everything. Every single raw request to your website includes a lot of information. Every visitor who comes to your site provides an opportunity to learn and build your growth cycle. Taking advantage of traffic to test and improve is critical to success. Each cycle gets more and more efficient, leading to a better ROI.
Constant learning and improvement allow us to keep attracting loyal customers and contributors and delighting them with an experience that keeps getting better. We sincerely believe that the responsible and intelligent use of data provides a competitive edge, and is the key to success by disruption in today’s digital economy.
Would love to hear any thoughts you have by providing comments below.