Marketing

This brand rebranded to appeal to the creator economy—here’s how it’s going so far

Photo- and video-editing tool (and Canva competitor) Picsart is capitalizing on the creator-curious, slowly rolling out the first suite of ads with its new branding.
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Picsart

· 4 min read

Remember that infamous study about how more kids these days want to be professional YouTubers than astronauts? Tons of business decisions have stemmed from the growing creator economy (which has received $1.3 billion in funding so far this year), including brand campaigns aimed at this buzzy new workforce.

Case in point: Photo- and video-editing tool (and Canva competitor) Picsart is capitalizing on the creator-curious with a rebrand, which debuted in an ad that ran late this summer on streaming networks and linear TV, as well as on social channels.

It’s been slowly rolling out the first suite of ads with said new branding—and gave Marketing Brew a preview of its next ad, aimed specifically at creator-economy aficionados, which you can watch before it starts airing in January below. “It’s the first ever ad we’ve done focused on the creator economy, solopreneur, whatever you want to call it,” Jenna Black, Picsart’s senior PR and communications manager, told Marketing Brew.

Sounds 🗣️

Picsart spent just as much time crafting the ad’s sound as its look and feel. During the rebrand, Picsart’s creative team coined the term “rebel art teacher” to describe its new brand voice, Shachar Aylon, the company’s executive creative director, told us.

  • In the new ad, phrases like “If you can take a picture, you can edit a picture” represent that voice best, he explained.
  • “I think about younger people who want to post on social media, that might think someone will judge them or have opinions about their design,” Aylon said, adding that he thinks the rebel-art-teacher-style voiceovers in this ad will resonate with Gen Z since he believes they’re looking for that blend of guidance and mentorship.

“That voice that tells them it’s okay to make mistakes and actually embrace it and make it part of your creation…It can extend well beyond Gen Z. I think everybody’s looking for that voice, that kind of mentored quality, especially online,” he continued.

Sights 🎨

As for the ad’s deconstructed, early-digital aesthetic, Aylon thinks showing the process of design will appeal more to Gen Z creators than showing picture-perfect finished products, describing the ad as “a peek into the designer’s mind.”

  • “You’re seeing all kinds of UI elements. You’ve seen all kinds of things that are being made as you're seeing them animate on the screen. It’s focused on how you got there rather than the end result,” he said, calling the look “frenetic.”
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  • “It’s kind of emblematic of how our creators are designing,” he said of the ad. “They’re building on top of other people’s creations. They’re mixing something from China with something from Amsterdam and creating something new that you haven’t seen.”

Diving deeper: With more than 150 million monthly active creators on its platform, and 80% of those being under the age of 35, Picsart’s creatives believe they have a pretty good grip on what visual trends Gen Z and millennials are heading toward. Looking at trending searches over the past three months on Picsart helped inspire this campaign and predict what’s coming in 2022.

#trending: Trends that Picsart played off of for this ad include old user interfaces (think: Windows 95) and nostalgic Polaroid–esque filters.

  • To get even more detailed, there’s a lot of teal in this ad because the Picsart team has identified teal hues as a trending color. In recent weeks, they’ve seen searches around teal and blue increase 101% on their platform.
  • Gothic fonts are all over the ad as well—Picsart said “goth fonts” have increased 270%, and Aylon expects to see even more edits with this style into the new year.
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