• by Mark Walsh  @markfwal, January 30, 2012

Lance Armstrong is the latest celebrity investor in Mobli, a startup that lets people share video and photos primarily through its app for the iPhone and Android and BlackBerry devices. The seven-time Tour de France winner will use Mobli to post videos of his training activity as well as his work with the Lance Armstrong Foundation, the nonprofit group created by the cancer survivor.

Armstrong has taken a smaller stake in Mobli than the one held by actor Leonardo DiCaprio, who was part of a $4 million investment in the company, according to a Bloomberg report. Mobli’s release today touts its service as a way to make an “intimate connection otherwise inaccessible personalities” that also include David Arquette, Ethan Suplee, Andre Berto, Rudy Gay, Jaime King, Stephen Curry and Paris Hilton.

Unless Paris Hilton’s cell phone gets hacked again, of course. Mobli said Armstrong, his agent Bill Stapleton, and Northwestern University professor Andrew Rezeghi will join its board of advisors.

The Mobli app for the iPhone has earned a rating of 4.5 out of 5 starts in the App Store based on 1167 ratings. A company spokesperson said the video-sharing service has 900,000 users on the major smartphone platforms has has an ad-supported business model. It also has plans to sell virtual goods like branded “filters” for photos that include logos or specialized tinting or coloring.