What it does
Lensa is an all-in-one photo and video editor powered by artificial intelligence. It allows users to perform complex edits with simple controls, from one-tap facial retouching to creating stylized AI-generated avatars. The app also includes a video editor with features like automatic beat-syncing to create dynamic montages for social media.
Where it shines
Lensa excels at making advanced editing accessible. The 'Magic Avatars' feature (08:23) is a major draw, turning a few user photos into dozens of stylized portraits. In the photo editor, the ability to separately adjust the 'Subject' and 'Backdrop' (03:31) is a standout feature, automating what would otherwise be a tedious masking process. For video, the 'Beat Sync' function (12:14) is impressive, automatically cutting clips to the rhythm of a chosen song, which simplifies creating engaging content.
UX highlights
- Guided First Edit: The app walks new users through their first photo edit with a persistent, three-step tooltip overlay (02:49), ensuring they experience a core feature successfully.
- Clear Value Demos: During onboarding, Lensa uses dynamic before-and-after videos in a vertical carousel (00:14) to clearly and effectively demonstrate what each tool does.
- Contextual Tooltips: Small, helpful tips appear in context, like the 'Save edits as preset' suggestion (03:56), which encourages deeper engagement without being intrusive.
- Automated Complexity: Features like background removal (06:17) and subject isolation are handled by AI, reducing complex actions to a single tap.
- Organized Toolset: The editor is neatly organized into logical categories, and a 'Setup' option (07:24) even allows users to reorder the tools to their preference.
- In-App Rating Prompt: After a successful action like saving a photo, the app uses a custom, non-intrusive prompt to ask for an App Store rating (07:43).
Monetization & growth
Lensa employs a mandatory subscription model, gating the entire app behind a paywall after a feature showcase. The paywall (01:50) is presented early in the onboarding flow, right after account creation. It focuses on a single yearly plan with a significant discount ('64% OFF') and a prominent toggle for a 7-day free trial. This strategy filters for users with high purchase intent and secures payment details before they've invested significant time in the app. The app also sells avatar packs, providing an additional revenue stream.
Who it’s for
Lensa is primarily for social media users, content creators, and individuals who want to produce high-quality, stylized photos and videos without mastering complex software like Photoshop or Premiere Pro. The emphasis on AI-driven, one-tap solutions and trendy avatar styles suggests a target audience that values speed, convenience, and visually appealing results for platforms like Instagram and TikTok.
Notes & opportunities
The app's forced onboarding and paywall flow is confident but could deter users who prefer to try before they buy or sign up. The first photo editing experience includes a helpful guided tour, but it is quite rigid. Allowing users to deviate from the prescribed three steps might improve the sense of creative freedom. Finally, while the AI features are powerful, the sheer number of filters and tools could still be overwhelming for some, suggesting an opportunity for even more personalized, context-aware suggestions.