HeyGen: AI Video Generator

What it does

HeyGen is a powerful mobile tool for creating AI-generated videos. Users can produce content in three main ways: by training a custom video avatar from a recording of themselves, by generating a new photo-realistic avatar from text prompts, or by using one of the app's pre-made avatars. Videos can be created by typing a script, recording audio, or uploading an existing audio file, which the avatar then speaks with synchronized lip movements. The app also includes features for video translation and basic content management.

Where it shines

HeyGen excels at lowering the barrier to video creation. The AI script generation tool (03:59) is a standout feature, instantly eliminating the 'blank page' problem for users who don't know what to say. The process of training a custom avatar, while intensive, is well-guided with a clear instructional carousel (01:26) that sets users up for success. Finally, the feedback loop for a failed avatar creation (03:31) is excellent, providing a specific reason and a link to the moderation policy, which turns a frustrating moment into a learning opportunity.

UX highlights

Multiple Creation Paths: The app smartly segments its core offerings into 'Video Avatar', 'Photo Avatar', and pre-made options, catering to users with different goals and time commitments.
Contextual Permissions: System permissions for camera, microphone, and notifications are requested precisely when they are needed for a specific action, increasing the likelihood of user consent.
Clear AI Feedback: When an avatar is rejected (03:31), the app provides a clear reason and next steps, which is crucial for managing user expectations with AI features.
Integrated Content Tools: The app provides not just avatar generation but also script writing (04:00) and voice selection (04:32), keeping the entire creation process within a single flow.
Gamified Growth Loop: A persistent banner (06:06) encourages users to invite friends for more video credits, building a referral system directly into the main interface.
Actionable Menus: The three-dot menu on video thumbnails (10:14) offers a comprehensive set of actions, including edit, translate, rename, and move, making video management straightforward.

Monetization & growth

Monetization is introduced through soft paywalls when users attempt to access premium features like adding captions (05:22) or removing the watermark. The app presents two subscription tiers, 'Starter' and 'Creator', with both monthly and annual plans. The annual plans are highlighted with a '20% OFF!' tag to incentivize a longer commitment (05:28). The pricing is also broken down into a weekly cost to make the monthly or annual fee appear more manageable. There does not appear to be a free trial; users are on a free plan with limited credits and must upgrade to unlock more features and higher usage limits.

Who it’s for

HeyGen appears to be designed for content creators, marketers, and small business owners who need to produce talking-head style videos efficiently without the hassle of filming. Its ease of use also makes it accessible to individuals looking to create personalized messages, social media posts, or presentations. The video translation feature (11:41) further expands its utility for users targeting a global audience.

Notes & opportunities

The mandatory video avatar creation during onboarding is a high-friction step that could cause some users to drop off before experiencing the app's full capabilities. Making this step optional could improve initial retention. The app also currently has separate libraries for video avatars and photo avatars; a unified 'My Avatars' library could simplify navigation. Finally, the video editing options are minimal. Adding more post-production features like background changes or text overlays could increase the app's value and justify its premium subscription tiers.