🧠 Food for thought

Implications, context, and why it matters.

Picsart has the funding and reach to support its creator program

• Before the creator program launched, Picsart had a valuation above US$1 billion and an annual revenue run rate above US$100 million 1.
• It has raised US$195 million from investors such as SoftBank Vision Fund (a large technology-focused investment fund) and Sequoia Capital (a prominent Silicon Valley venture capital firm) 1.
• The app reports more than 150 million monthly active users who make over 1 billion edits each month 1.
• Founded by Hovhannes Avoyan, Picsart grew to more than 800 employees before rolling out the program, which suggests a push for longer-term engagement over a quick user spike 1.

The program pays creators based on engagement

• Picsart pays creators directly based on performance signals such as views and shares, not follower counts or brand deals 2.
• That structure encourages creators to use Picsart’s design tools and post the results on platforms such as TikTok or Instagram 2.
• By opening monetization to small accounts, the program goes after a long tail of “prosumers” (users who both consume and create content) plus Gen Z creators who promote small businesses or grow niche followings 1.
• Competitors may respond with similar programs that reward measurable content results, which could shift attention away from influencer status.