$6M and 10 Years Late: The Flawed Strategy Behind the New Creator Network
Since 2022, this photo-editing giant has built a huge Instagram following now at 3.6 million and kept a steady spot in the market.
- Top 20 in its category
- $6M in monthly revenue
- 3M downloads every month
Despite all that scale, the Picsart AI Photo Editor, video made a surprise move in September 2025, when it launched a creator network on TikTok out of nowhere.
Over ten years after launching and well after other platforms nailed short-form content.
Among all the creators recruited, one stands out by far, @hector.edits798, responsible for 19.5M views alone.
The top-performing videos all follow the structure used on Instagram.
“Don’t let insta ruin your horizontal pics”-> 6.2M views
But it’s clear that most of the hooks here are focused on Instagram.
Some videos open with a face shot before transitioning into the filmed edit.
But the core remains the same-> a filmed edit + an Instagram‑focused hook.
“How to do this B&W Face blur edit”->1.8M views
