Jonathan Løw
Jonathan Løw
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Why we created JumpStory – solving 3 important problems

Does the world really need another website with images, videos, icons, photos, illustrations etc.? It seems like searching for words like stock-photos, stock images, free photos etc. gives you thousands of choices to pick from, so it’s a red ocean and not really a place that needs more companies or solutions.

Well, at JumpStory we disagree, because it’s not actually a metter of launching another website or not. It’s a question of reinventing visuals and reinventing the industry. As Bill Gates famously put it:


‘We don’t need banks anymore, but we still need banking.’


Based on the same business logic, we don’t need old-fashioned stock photo databases or poor quality image websites anymore, but we still need visuals. We need great photos. We need images to support our written word, and actually we need visual content more than ever to inspire people in a world filled with competition.


The JumpStory mission

As we write on our About Us page, JumpStory’s mission is to make it as easy as possible for users everywhere in the world to find the perfect image every time. We use AI technologies such as machine learning, deep learning and GAN networks, in order to create an entirely new user experience in the visual industry.

Let me use 3 simple drawings to illustrate the problems that we’re currently solving in the industry:

Copyright issues on free websites like Unsplash and Pixabay

The world has hundreds of so called “free stock photo” websites. It’s websites claiming to have photos that the users can just copy-paste and use without any limitations. You might know some of these websites – e.g. Unsplash, Pixabay and others.

The intention looks great on the surface: Let photographers upload photos that they want to share with the world for free and enable people and companies to have easy access to the images.

However, all of the websites mentioned above, started their journey as Creative Commons license-platforms, which is an official and global license-form similar to Open Source within software. That made great sense, and it gave great transparency for the users about which license to look out for, but in the recent years these platforms have changed their license to a private one – each with its own sets of conditions, limitations etc.

Some of the sites have named this “in the spirit of Creative Commons”, but there is no such thing, because either photos are CC0, or they’re not, as it’s explained in this brilliant article about the problem. To quote one of the main points of the article:


“Unfortunately, there is no such thing as a license “based on CC0”. It is either CC0, or it is not. Pixabay is finding itself in the same gray area as Unsplash in that regard.”


And, as they write a bit further down in the article:


“We already described in previous articles why “free” photo sites are not suitable for commercial use cases, and there is no exception for Unsplash or Pixabay.”


On JumpStory you get full transparency. As we write both in our Business Terms and in our FAQ, we only use Creative Commons 0 and Public Domain-photos. A lot of these our photographers have taken by themselves, but because we celebrate the Creative Commons & Public Domain ideals, we have still decided to put them under the CC0-license. Other photos we have sourced from local photographers that decided to put them up under the CC0-terms, but in both cases you will only find this ONE kind of license on JumpStory. Leaving out all the confusion of licenses and terms changing all the time!

Old-fashioned search methods on Shutterstock and iStock

Secondly we had been customers on commercial platforms like Shutterstock, iStock and others for many years before founding JumpStory. We had always been pretty satisfied with the depth of the image selection, despite many of the photos seeming very ‘stock’, but on the other hand we had found the search methods old-fashioned and non-user-friendly.

For instance searching for ‘marketing’ on Shutterstock leaves you with 10 million results to choose from, and that doesn’t really make your life any easier – quite the contrary.

So with JumpStory we have taken a different approach. We are using AI (machine learning) to automatically match your texts with images. The idea is for you to not have to do all the searching yourself, but simple take the words that you have already written and match them with relevant photos, illustrations, videos, icons and vectors. We call this solution ‘TextMatch’.

For most marketing- and communication-professionals TIME is the number one challenge.



Other challenges include relatively high costs for purchasing visuals on these platforms, and thirdly finding images that look more authentic can also prove to be an obstacle.

We’re addressing all of these issues with the JumpStory platform by creating a solution, where we:

  • do like Netflix, Spotify and similar services offering a small monthly fee for unlimited access and use
  • include millions of more authentic images that show real human beings in real life situations
  • take care of all the hard search-work for you – in the future also through plugins to all of your favourite marketing tools and platforms.

From images to impact

Finally JumpStory has been created by marketing professionals with +20 years of experience within online communication, SEO, marketing automation, direct marketing etc. We understand the role of the future CMO and marketing person, and we acknowledge that it’s increasingly becoming a matter of creating and measuring results – not just getting the word out there.

That is why we have implemented our AI-feature ‘HighJumper’ which helps predict the impact of images – making it easier for the user to pick and choose between the millions of visuals out there.

We believe in the philosophy of ‘Simplexity’ – meaning to do complex things simple. Behind the HighJumper AI are millions of data and marketing stats, but you as a user it simply becomes an icon next to the images that the AI has chosen to highlight.

For us this is also a way of pushing the limits for what online image banks, stock photography and digital marketing is all about. We think that it should be a question ofImpact rather than Images, and we believe that people should be able to have a Netflix or Spotify to choose from in our industry too – rather than having to rely on either old-fashioned and expensive solutions or free and unsafe platforms.

We hope that you want to join us on this journey to reinvent visuals and reinvent to industry!

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