Esti: Aesthetic Photo Editor

What it does

Esti is a photo and video editing application designed for users who want to create a consistent, aesthetic, and vintage-inspired look for their content. The app provides a wide array of presets, filters, and effects that emulate classic film stocks and retro styles. Its core features include one-tap filters, advanced adjustment tools, and a powerful batch editing function to apply the same look across multiple media files.

Where it shines

Esti excels in its streamlined and intuitive editing workflow. The app makes it simple to achieve complex looks through a layered editing system. For example, a user can quickly apply a primary "Muse" filter (02:08), then add a subtle texture (02:36), and finish with a nostalgic date stamp (03:05) and a VHS effect (03:36). The process feels creative and experimental rather than technical.

Another major strength is the batch editing feature. After perfecting a look, the user can copy all settings (05:28) and paste them onto multiple photos and even videos in two taps (05:33). This is a huge time-saver for anyone managing a social media feed and directly addresses a key user need for consistency.

UX highlights

Visual-First Onboarding: The app uses an auto-scrolling, cinematic showcase of its features (00:08 - 00:38) instead of a text-heavy tutorial. This immediately immerses the user in the app's aesthetic.
Organized Toolset: Editing tools are grouped into logical categories like Mood, Effects, and Adjustments. More specific effects like Textures and Stars are nested, preventing toolbar clutter.
Custom Presets: Users can save their unique combination of edits as a new preset (04:47), which encourages repeated use and personalization of the app.
Non-Destructive Sliders: Nearly every effect and adjustment is controlled by a slider, giving users fine-grained control and the confidence to experiment without permanent changes.
Multi-Selection Gallery: The main gallery supports selecting multiple items at once (05:29), which is essential for the batch editing workflow.
Clear Feedback: The app provides simple, clear toast messages for actions like "Preset saved" (04:48) and "Saved to Photos" (05:05), confirming user actions without being intrusive.

Monetization & growth

Monetization is introduced early via a soft paywall after the initial value proposition screens (00:39). The paywall is well-designed, defaulting to a 3-day free trial for a weekly plan. It clearly highlights a significant discount for the annual plan ("Save 85%") and breaks down the cost to a more palatable weekly price. A "Free trial enabled" toggle adds a layer of transparency. The app pushes for a subscription before the user can access any editing tools, making it a required step to use the core product.

Who it’s for

Esti is clearly targeted at content creators, influencers, and everyday social media users who are particular about maintaining a cohesive and stylish visual identity online. The emphasis on aesthetic filters, vintage effects (like VHS and film grain), and batch editing tools makes it ideal for users who manage platforms like Instagram, TikTok, or Pinterest and want to streamline their content creation process.

Notes & opportunities

The app experience is incredibly polished, but there are a couple of small points of friction. The App Tracking Transparency (ATT) prompt appears very early and somewhat abruptly during the value proposition showcase (00:09), which could be better timed. Additionally, after saving an edited photo, the app presents a rating prompt (05:08) before returning the user to the gallery, which could be a slightly disruptive final step in the core editing loop.