The Strategist

Pinterest is in talks to buy VSCO

04/05/2021 - 06:19

Pinterest is in talks to buy VSCO photo app, The New York Times has learned. The service, popular with zoomers, allows editing and sharing photos, with no likes, comments or ads.

Mike Mozart
Mike Mozart
Pinterest is in talks to buy Visual Supply Company, developer of photo app VSCO. The New York Times reports this, citing two sources. According to them, the companies have not yet agreed on terms, and the amount of the deal is not yet known.

VSCO allows users to edit photos by selecting from a large collection of filters and share them with others. At the same time, the app has no likes, comments or followers, which allows users not to chase popularity, notes the NYT. VSCO also doesn't advertise: the service earns money from additional paid features.

According to the NYT, the app became popular with Generation Z in 2019 and even contributed to the VSCO girl meme. Since then, the service's popularity has waned. Now more than 2 million of VSCO's 100 million registered users are paid subscribers. 

Since its inception in 2011, Visual Supply Company has raised $90 million in investments, and in its latest round was valued at $550 million, the NYT writes. 

The publication's interlocutors noted that the purchase of the app would allow Pinterest to improve its own services. However, they warned that the deal may not go through. Representatives of Pinterest and VSCO declined to comment.