Canva CMO Zach Kitschke on Achieving Big Marketing Goals and Sparking Virality
Aug 7, 2024
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Zach Kitschke, CMO of Canva, discusses the platform’s transformative journey from a small team to a global design powerhouse with over 180 million users. He emphasizes the importance of creating delightful product experiences that empower everyone to communicate visually. The conversation highlights how Canva adapts to user needs through community involvement and data-driven strategies. Zach also dives into the shift from traditional marketing to continuous engagement, showcasing the power of social media in driving brand visibility and user experience.
Canva's remarkable growth stems from its user-friendly interface and adaptability to evolving technology and user needs.
The company's marketing strategy has shifted towards community engagement and collaborative tools, targeting both individual users and organizations.
Deep dives
Transformational Growth of Canva
Canva has experienced remarkable growth since its inception in 2013, evolving from a small startup into a major player in the design platform space with 180 million monthly users. The platform was designed to bridge the gap between professional design tools and everyday users, allowing individuals—from students to corporate teams—to create visually appealing content easily. This evolution reflects a broader trend towards visual communication, which has become increasingly vital in both personal and professional settings. Canva's growth has been fueled by its user-friendly, template-driven design interface that simplifies the creative process for everyone.
Embracing Digital Transformation
Canva has navigated various transformational moments over the past decade, adapting to changes in technology and user needs. Significant shifts include the inclusion of video content creation, mobile optimization, and the impact of remote work during the pandemic, which required heightened visual engagement. The recent focus on integrating artificial intelligence into the platform, with features like background removal and design prompts, aims to enhance user workflows and foster creativity. These innovations highlight Canva's commitment to simplifying the design process and responding to evolving market demands.
Strategic Marketing Evolution
Canva's marketing strategy has shifted from a consumer-focused approach to embracing organizational needs, targeting both individual users and teams within companies. As the platform evolved, it increasingly emphasized its role as a collaborative visual communications tool, appealing to a wider range of business audiences. The company’s growth in the B2B space reflects a deliberate investment in product features that cater to organizational collaboration while maintaining a clear message that resonates with diverse user demographics. By prioritizing community engagement and leveraging organic word-of-mouth marketing, Canva continues to foster brand awareness and customer loyalty.
This week, Canva CMO Zach Kitschke joins Google’s Joshua Spanier and Bethany Poole to talk about the brand’s product evolution over the years, and how it puts visual communication into everyone’s hands. Zach discusses Canva’s growth journey, the importance of creating delightful product experiences, viral marketing moments, and the power of community.
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