What it does
FLTR provides a massive library of professionally designed presets that allow users to apply aesthetic filters to their photos and videos with a single tap. While its core function integrates with Adobe Lightroom, the app also includes its own lightweight photo editor. Beyond presets, FLTR positions itself as a broader toolkit for content creators by offering curated Instagram Highlight covers and custom iOS icon packs to help users maintain a consistent visual brand.
Where it shines
The app excels at demonstrating value and providing choice. The onboarding flow (00:01-01:43) is a great example, using a series of before-and-after visuals to immediately show what the app can do. The main library is highly browsable, with presets organized by tags like '#winter' or '#fashion' (01:56), making it easy to find a specific look. A standout feature is the custom preset request service (07:16), where users can pay a small fee to have their own photo professionally edited, blending a product with a personalized service.
UX highlights
- Visual Browsing: The 'By Tags' section in the library (01:56) provides a visually rich and intuitive way to navigate hundreds of presets without getting overwhelmed.
- Clear Previews: Every preset can be previewed on a sample image, with a simple 'Tap and hold' gesture (02:09) to see the original photo, making comparison effortless.
- Embedded Tutorials: For core workflows like applying presets in Lightroom, the app provides a concise video and text guide (02:15) to reduce user friction and support requests.
- In-App Editing Suite: Beyond just being a preset library, the app has a capable built-in editor (06:20) where users can upload photos, apply filters, and make fine-tuned adjustments.
- Multi-Content Library: The clear top navigation (03:30) allows users to easily switch between exploring Presets, IG Highlights, and iOS Icons, making all content types discoverable.
Monetization & growth
FLTR uses a freemium model with a sophisticated subscription funnel. During onboarding, it presents a paywall at 01:20 with three options: monthly, annual (at a 75% discount), and a one-time lifetime purchase. If a user hesitates, the app presents a secondary offer for a 7-day free trial (01:28), a smart tactic to convert users who aren't ready to buy immediately. Additionally, the app has a unique monetization layer with its 'Wanna get your photo edited?' feature (07:16), charging $4.99 for a custom edit, creating a service-based revenue stream.
Who it’s for
The app is primarily for aspiring and active social media content creators, influencers, and casual users who want to achieve a trendy, polished aesthetic for their photos and videos. It appeals to those who may not have advanced photo editing skills but want professional-looking results quickly. The inclusion of highlight covers and icons makes it particularly useful for individuals managing a personal or business brand on Instagram.
Notes & opportunities
The core preset functionality relies on users having the separate Adobe Lightroom app installed, which could be a point of friction or confusion for some. The tutorial at 02:15 helps, but it adds an extra step to the process. When requesting a custom preset, the error message for an oversized file (07:25) is abrupt and could be more user-friendly, perhaps by offering compression or clearer guidance upfront. Finally, the in-app editor is functional but could be highlighted more prominently as a way to use the app without relying on Lightroom.