What it does

Meitu is a powerful, all-in-one photo and video editing application for mobile devices. It provides a vast suite of tools ranging from simple one-tap beautification and filters to professional-grade manual adjustments. Users can retouch portraits, create collages, apply artistic effects, add text and stickers, and use pre-made templates to quickly generate stylish content for social media.

Where it shines

The app excels by catering to both casual and advanced users simultaneously. A user can instantly apply a complete "Look" with a single tap and an intensity slider (00:33), achieving a great result in seconds. However, for those who want more control, Meitu offers a surprisingly deep toolkit. The manual brush for applying glitter (01:29) provides creative freedom, and the inclusion of advanced tools like color curves (04:00) gives it power comparable to more complex desktop software.

UX highlights

• Layered Complexity: The UI is structured to reveal complexity on demand. Simple tools are front and center, while advanced options are nested within logical categories.
• Interactive Tools: Many effects are not just static filters. The manual brush for acne removal (01:13) and glitter application makes the editing process feel more hands-on and engaging.
• Live Previews: The app consistently shows a live preview of adjustments and effects, allowing for rapid experimentation without commitment.
• Rich Template Library: A dedicated "Templates" section (12:24) allows users to create complex, multi-layered content with their own media in just a few taps.
• Contextual Tooltips: The app provides helpful pop-up instructions when a user first interacts with a new tool, like the prompt to "Tap the eyes to enlarger" at 02:01.

Monetization & growth

Meitu employs a freemium model with a VIP subscription. Many features are available for free, but premium effects, filters, and tools are marked with a diamond icon. Trying to use one of these items triggers a paywall screen (11:07). The app offers a 7-day free trial, but only for the annual plan, which is highlighted as the "Best Deal." Throughout the app, non-blocking banners (00:56) gently remind users to subscribe, maintaining a persistent but low-friction upsell strategy.

Who it’s for

Meitu is for a broad audience, from social media enthusiasts looking to quickly enhance their selfies to more serious content creators who need powerful tools on the go. Its intuitive interface makes it accessible for beginners, while its deep feature set provides enough utility to satisfy users with more advanced editing skills. The focus on beautification and trendy templates makes it particularly popular with a younger demographic active on platforms like Instagram and TikTok.

Notes & opportunities

The sheer volume of features, while a strength, can also be a weakness. The home screen is dense with options, and navigating the various sub-menus can sometimes feel overwhelming. During the recording, some UI elements briefly appeared in a different language (00:20), suggesting a minor localization bug. The app could also benefit from organizing its vast library of filters and effects with better search or categorization to improve discoverability.