What it does

Clay is a design tool for creating stylish social media content. The app provides a vast library of templates for Instagram Stories, Reels, and posts, which users can customize with their own photos and videos. It includes a sophisticated editor with features like text styling, stickers, AI art generation, and a detailed video timeline for precise control over animations and layers.

Where it shines

Clay excels by integrating powerful features into a simple, intuitive workflow. The onboarding experience (00:05) is a great example, turning the first-time use into an active creation process that culminates in personalized template suggestions. Inside the editor, the AI Art feature (02:40) is seamlessly embedded within the media library, allowing users to generate new assets on the fly. For video content, the layer-based timeline (05:15) offers a level of granular control that rivals more complex desktop software.

UX highlights

• Personalized Onboarding: The app uses a short quiz (00:10) to tailor template suggestions to the user's profession and content style.
• AI Template Suggestions: After a user selects their media, the app analyzes it to prepare a custom set of templates (00:55), making the starting point feel relevant.
• Robust Text and Layer Editing: Users have extensive control over text, including fonts, colors, and styles. The layer system allows for complex compositions.
• Integrated AI Art: The ability to generate images from a text prompt directly within the media selection screen is a standout feature.
• Detailed Video Timeline: The timeline (05:15) lets users precisely adjust the duration of individual elements, enabling sophisticated animations.
• Clean Project Management: A dedicated 'Projects' tab (12:11) provides a clear overview of saved work, with simple gestures for management like long-press to delete.

Monetization & growth

Clay's monetization strategy is built around a free trial that is presented after the user has invested time in the initial creation flow. At 01:25, after seeing their personalized templates, the user is met with a soft paywall offering a free trial for the 'Clay Pro' subscription. The app also features exclusive content for 'Gold Members' (06:41), suggesting a tiered subscription model to encourage upgrades. Sign-up isn't required until after the first project is exported (05:56), a smart move that prioritizes demonstrating value over collecting user data upfront.

Who it’s for

Clay is designed for content creators, social media managers, influencers, and small business owners who need to produce high-quality, on-brand visual content quickly. Its ease of use makes it accessible for beginners, while the advanced editing features cater to more experienced designers looking for a powerful mobile tool.

Notes & opportunities

The extensive template library, while a strength, could become overwhelming. Improved search functionality with more granular filters, perhaps based on the number of photos or video length, could help users find the perfect template faster. The initial onboarding, while effective, focuses on template selection and doesn't fully showcase the power of the timeline editor. A brief, optional tutorial on advanced editing could increase user confidence and retention.