Squarespace gets into social content creation with Unfold acquisition

The web development platform Squarespace has acquired Unfold, an app used to create Story content on Instagram, Facebook and Snapchat. The company did not release any financial details for the deal, but confirmed Unfold’s founders, Alfonso Cobo and Andy McCune, are joining the Squarespace team.

“Unfold and Squarespace share the same DNA and vision for empowering creators,” said Cobo and McCune in a statement on Squarespace’s website, “Together, we’ll continue to rethink how people share stories to connect and inspire.”

Why we should care

For SMBs and marketers without the design resources of a major brand, having a tool like Unfold to create Stories across Instagram, Facebook and Snapchat can help elevate their social content at a relatively small costs.

This is Squarespace’s second acquisition this year. The company bought Acuity Software in April, an online appointment and booking tool for businesses. Squarespace had previously integrated Acuity’s capabilities into its development platform, but the acquisition allowed for a more integrated solution.

“We will now be able to deeply integrate our product lines in the same way we have done with our commerce and marketing tools to enable a seamless experience for our customers,” wrote Squarespace CEO Anthony Casalena at the time of the Acquity acquisition.

The company’s recent moves, first with the Acquity Software purchase and now the Unfold acquisition, demonstrate it’s goal to be a comprehensive platform that goes beyond web development tools, now offering a social creation app for marketers.

More on the news

• Unfold is a startup founded by Cobo and McCune last year.
• Squarespace reports Unfold users have created more than 700 million Stories using the app, and that it ranked No. 1 in the App Store’s photo/video category in nearly 12 countries.
• There is a free version of the Unfold app available via download on the Apple App Store and Google Play, and a premium version with template collections and features available for Unfold+ paid members. A paid membership costs $2.99 per month or $19.99 per year.

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About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

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