Shutterstock has relaunched its Flashstock business, which it acquired earlier this for around $50m, as Shutterstock Custom.

Through Shutterstock Custom, the stock photography company offers its 1.7m customers a platform to create branded content on demand. Embedded in Shutterstock’s enterprise offering, it is powered by Flashstock’s proprietary tech.

The platform takes a company’s visual identity and transforms it into a creative brief for each campaign. Upon receipt of this brief, a network of creators shoot imagery including photos, videos, GIFs, cinemagraphs and 360s for the campaign.

“With 3bn Snaps taken every day and more than 95m photos shared on Instagram daily, scaling globally across multiple channels increasingly presents marketers with a challenge,” said Grant Munro, founder of Flashstock and general manager of Shutterstock Custom. “A brand’s voice is most visible through the content it creates, and a recent Time Inc. study revealed about 90 per cent of consumers like it when brands engage with them using custom content. At Flashstock we solved that problem, and now, as Shutterstock Custom, we can share our revolutionary solution with enterprise marketers around the world.”