Splice - Video Editor & Maker

What it does

Splice is a sophisticated video editing application for mobile devices. It empowers users to create professional-looking videos through a comprehensive suite of tools. The app cleverly caters to both beginners and experts by offering two distinct creation paths: an "AI Compilation" mode that automatically generates a video synced to music, and a full "Manual Editing" mode for complete creative control.

Where it shines

Splice excels at making complex editing tasks feel intuitive on a small screen. The AI-assisted project creation (01:57) is a standout feature, providing an excellent starting point for new users. The manual editor's power is evident in features like the granular speed curve adjustments (05:07) and the easy-to-use chroma key and background removal tools (07:17). The app also offers a deep library of music (03:06) and sound effects (10:14), which are well-organized and easy to browse.

UX highlights

The app's onboarding quiz (00:16) uses friendly 3D characters to create a welcoming and personalized setup experience.
An interactive, contextual tutorial (03:38) appears during the user's first project, teaching core functions in a hands-on way.
The editing timeline is robust, allowing for multi-layer tracks for video, audio, text, and overlays, which is impressive for a mobile app.
Advanced features like Ken Burns effect (07:33) are controlled with intuitive pinch and drag gestures directly on the video preview.
Shortcut menus (04:11) on timeline clips provide quick access to common actions like splitting, duplicating, and deleting, speeding up the workflow.
The export screen (12:16) gives users pro-level control over resolution, file format, and frame rate, catering to a more demanding user base.

Monetization & growth

Splice integrates its monetization strategy smoothly into the user flow. A paywall (02:15) appears when the user selects the AI compilation feature. It presents a weekly and yearly plan, but leads with a soft opt-in for a free trial: "Not sure yet? Enable free access." This phrasing likely reduces friction and encourages trial starts. After a user exports their first video, a well-timed rating prompt appears (12:48), capturing feedback from engaged users. The app also uses a notification warm-up screen (02:33) with a clear benefit to encourage opt-ins.

Who it’s for

Splice is designed for a broad audience, from social media creators looking to quickly produce content for platforms like TikTok and Instagram, to more serious hobbyists who want desktop-grade editing power on their phone. The dual AI and manual modes make it accessible for beginners while still providing the depth required by more experienced video editors. Its extensive music and effects libraries also make it a one-stop-shop for content creation.

Notes & opportunities

While the editing interface is powerful, the sheer number of tools can be overwhelming. The interactive tutorial helps, but some icons in the main toolbar could benefit from labels for faster recognition. The initial onboarding flow forces users through several quiz questions before showing the app's features in the carousel (00:29); testing a shorter quiz or showing the value proposition earlier could be beneficial. Finally, the app displays the system's App Tracking Transparency prompt (00:11) without a custom warm-up screen, which is a missed opportunity to build trust and explain the benefits of opting in.