How Lovable Built Its Creator Program to 10x Its Paid Social
Max NimmoFounder, CreatorWorks Published 3 min read
Lovable’s creator program is 10x bigger than its paid social, and in its first nine months it passed 111M organic views across more than 3,000 pieces of creator content. It sits on top of a company where the founders post what they ship and every employee is expected to market, which is how Lovable grew to $500M ARR in 19 months while its head of growth calls paid marketing “a death trap”.
Elena Verna, who leads growth, sums up Lovable’s marketing strategy in three questions: what is my CEO posting, what is my team posting, and what is my creator economy doing? We mapped the answer to all three, and here’s how it was built.
How Did Lovable’s Founders Start Its Growth?
By posting what they shipped. In four weeks Lovable hit $4M ARR, and co-founder Anton Osika explained how: “We posted what we shipped on X. And we ship often.”
Buyers heard about the product straight from the people building it, which is where the first customers came from. Anton and his co-founder Fabian Hedin now have about 223,600 LinkedIn followers between them.
Why Weren’t the Founders Enough?
Elena credits founder-led social at the beginning for where Lovable is today. But one founder can only reach so many people and post so many times a week, and by April 2026 the team had passed 200 people.
How Did Every Lovable Employee Become Part of the Distribution?
Elena joined in 2025 and has been clear on the expectation since: “Every single employee at Lovable is expected to do their own marketing.”
There’s a Slack channel called bee swarming where the team shares each other’s posts. Elena posts on growth, Felix Haas on design, Ryan Meadows on GTM, Maximilian Keil on partners and Cecilia Stallsmith on building the marketing team. Lazar Jovanovic is their first Professional Vibe Coder, and Ludvig Widmark tells the story of joining at 19.
Each one tells the story of Lovable in their own way, so the company reads as a group of people with something to say.
How Did Lovable’s Creator Program Get So Big?
This is where the 10x comes from. A month after Elena, Mindaugas Petrutis joined to run influencer marketing. He turned down creators with millions of followers and leaned into operators, giving them product access and asking them to show what they built.
In nine months the program passed 111M organic views and 3,000+ pieces of content. On LinkedIn that’s creators like George Stern, Lara Acosta, Jean Kang, Sophie Miller, Ford Coleman, Megan Lieu, Alex Banks, Josh S. and Devin Reed. On YouTube and Instagram it’s names like Kevin Stratvert, Krish Naik, Vaibhav Sisinty and Marina Mogilko.
Between them the creators on our map have more than 26.4M followers, a level of distribution no co-founder pair could build on their own.
Does Lovable Still Spend on Paid?
Yes, and when it does, it goes behind people. David Ondrej’s sponsored video went live the day after Lovable 2.0 launched, Varun Mayya walked through the five apps he built to run his 500-person company, and Lovable hosted Jean Kang for a fireside chat in San Francisco.
Elena’s “death trap” was about paid as the way a company grows in year one. Lovable still runs ads, and creators are helping power that paid engine too.
What Should B2B Companies Take From Lovable?
Almost no company has built creators into its marketing the way Lovable has. Three things I’d take from it:
- Answer Elena’s three questions honestly. If your CEO, your team and your creators aren’t posting, a bigger ad budget won’t make up for it.
- Pick operators over reach. Lovable turned down creators with millions of followers for people who would actually build something with the product, which is the same call we make for clients every week.
- Make posting part of the job. “Every single employee” is a culture decision, and a Slack channel where the team amplifies each other costs nothing to start.
Building creators into the core of a company’s growth is what we set out to do at CreatorWorks, and we run those programs end to end for B2B SaaS and AI companies. Our GoMarble case study shows a creator launch turning into an always-on program, and the rest are on our case studies page.
For a company where the users became the distribution, read our Clay teardown.
Questions
- Does Lovable have a creator program?
- Yes. Mindaugas Petrutis joined in 2025 to run influencer marketing, and in nine months the program passed 111M organic views and 3,000+ pieces of content. Creator marketing is now 10x bigger than paid social for Lovable.
- Why does Elena Verna call paid marketing a death trap?
- Her point is about paid as the way a company grows in its first year. Lovable still runs ads, but it grew first through its founders, its team and creators, and it puts paid behind people.
- What kind of creators does Lovable work with?
- Operators with smaller audiences. Lovable turned down creators with millions of followers, gave operators product access and asked them to show what they built. On LinkedIn that includes George Stern, Lara Acosta, Jean Kang, Megan Lieu, Alex Banks and Devin Reed.
- Do Lovable employees post on LinkedIn?
- Yes, it's expected. Elena Verna says every single employee at Lovable is expected to do their own marketing, and the team shares each other's posts in a Slack channel called bee swarming.