Google acquired Instagram competitor Nik Software, the maker of the award-winning Snapseed photo-editing app, the companies announced Monday.
The deal comes amid a heated fight with Facebook for social media users, particularly in the mobile sphere. The purchase price was not disclosed.
Facebook bought Instagram, a free photo editing and sharing app for Apple and Android smartphones, for $1 billion in April. But despite its $4.99 price tag, Snapseed has garnered a devoted following among photographers.
Nik said it has 9 million users, compared to more than 100 million on Instagram.
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"For nearly 17 years, we've been guided by our motto, 'photography first,' as we worked to build world-class digital image editing tools," Nik said in a statement on its website. "We've always aspired to share our passion for photography with everyone, and with Google's support we hope to be able to help many millions more people create awesome pictures."
Snapseed won Apple's "iPad App of the Year" award in 2011 for the design of its multitouch editing interface.
"We want to help our users create photos they absolutely love, and in our experience Nik does this better than anyone," Vic Gundotra, Google's senior vice president of engineering, said on a Google+ post.
Gundotra also said that Google+ now has more than 400 million users and recently crossed 100 monthly active users.