Adobe to acquire ContentCal: Offering creators new social media planning & publishing capabilities

Update: Adobe completed its acquisition of ContentCal. Adobe Customers will soon be able to seamlessly manage social media publishing workflows, in products like Creative Cloud Express.

The Creator Economy is here, an economy that is powered by a growing number of individuals, solopreneurs, and small business owners who are creating digital businesses and monetizing their content, goods, and services online. These creators rely on social media as a core marketing channel to reach new audiences – it is foundational to anyone growing a brand or business. Now, more than ever, delivering stand out content is required for success on social media. To expand the social media capabilities of Adobe’s creative tools, the company has entered into an agreement to acquire ContentCal, a leading social media and content marketing solution.

ContentCal lets users focus on creativity by automating social media publishing and reporting tasks. Through a simple drag-and-drop experience, ContentCal makes it easy for anyone to schedule, publish, and manage their social marketing - across social channels, blogs, and advertising platforms. Based in London, the company has built an incredible customer base, from individuals and small businesses to respected digital brands. What excites me the most is that ContentCal’s products are particularly useful for smaller businesses, integrating everything they need to plan, schedule, and publish social media content.

Adobe and ContentCal share many customers who already rely on Adobe creative products to produce amazing content for Instagram, Facebook, Twitter, LinkedIn and more. We were inspired by some of the customer stories ContentCal shared with us: from Colt Technology, a global telecommunications provider, who use ContentCal to build their brand through social channels; to Girl About Social, a thriving boutique social media agency started during the height of the pandemic. We’ve seen the power of ContentCal and are impressed by what they’ve been able to achieve in a short time.

Speaking to Alex Packham, CEO and Founder of ContentCal, last week, he talked about the company’s journey. “We started ContentCal knowing that the Creator Economy had the potential to fundamentally change the way people work. Today our technology is being used by some incredible businesses, entrepreneurs, and creatives. Joining Adobe is a fantastic outcome because we’re bringing our technology to a global platform and will be able to share the power of ContentCal with creators no matter where they are.”

The transaction is expected to close in the first quarter of fiscal year 2022 pending closing conditions. We look forward to welcoming Alex and his team to Adobe.