"We chose Echograph because it helps people easily create beautiful high quality video content, " said Kerry Trainor , Vimeo CEO.

ENGADGET: Vimeo absorbs iOS app maker Echograph, bets on the GIF-making craze

"By adding Looks, Vimeo continues to provide the tools that help people easily make better videos, " said Vimeo CEO, Kerry Trainor.

ENGADGET: Vimeo announces 'Looks' feature, now lets users add visual effects to videos

"Our goal is to provide an open and flexible platform that allows all creators and content owners to earn revenue directly from their audiences, " said Vimeo CEO, Kerry Trainor.

ENGADGET: Vimeo pay-to-view service launches in private beta with procrastination-ready long rentals