Case Study: How To Promote Photo Editing App?

Do you edit all your digital marketing photos? Well, if you don't, now is your time to start. Even when you take the best quality photos, you still need to edit them to enhance their appearance. Using photo editing software appropriately can create more realistic photos for your online marketing.

Photo editing app market size and forecast

The photo editing app market was valued at USD 293.02 Million in the year 2019 and is projected to reach USD 387.83 Million by 2027, growing at a CAGR of 3.57% from the year 2019 to 2027.

The Global Photo Editing App  Market report provides a holistic evaluation of the market. The report comprises various segments as well as an analysis of the trends and factors that are playing a substantial role in the market. 

These factors; the market dynamics involve the drivers, restraints, opportunities, and challenges through which the impact of these factors in the market is outlined. The drivers and restraints are intrinsic factors whereas opportunities and challenges are extrinsic factors of the market. 

The Global Photo Editing App Market study provides an outlook on the development of the market in terms of revenue throughout the prognosis period.

What is a photo editing app?

A Photo Editing App is a software which is used to manage or enhance digital images. This category of software ranges from basic apps for resizing images and adding basic effects to industry-standard programs used by professional photographers. 

Cost and features are the main factors when choosing photo editing software, home users, beginners, or hobbyists prefer less complex photo editing software such as Google Snapseed, GIMP, and so on than professional photographers would favor using Lightroom or Photoshop. Photo editing apps such as Lightroom, Adobe Photoshop, Adobe Illustrator are in trend which is used by beginners and professionals.


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Business model

When you have a mobile app it is very important to find a way to monetize it, no matter its category. Let's check App Annie's reports for iOS and Android devices, for Photo & Video apps and Photography, respectively in the United States. 

For the moment, we can't talk about customers' preferences when it comes to the type of apps because many of them belong to different categories from one platform to another. 

For example, Snapchat and Instagram can be found in the Photo & Video category for iOS users and in the Social for Android adepts. The same thing happens to YouTube which is part of Video Players & Editors on Android devices. 

When it comes to monetization the main difference between the two operating systems is that there are more in-app purchases available on Apple App Store than on Google Play Store for both free and paid types. 

As you well know, that happens because iOS users are more willing to spend their money on apps than Android customers. But there are also exceptions from this rule especially if the app is valuable enough.

How to promote photo & video apps?

Photo & video is a special category that demands a lot of attention from the beginning. You have to be careful with the way you create it if you want to enjoy the results when you present it in front of your users.

Focus

Before we go on with our explanations, let's take another look at the charts published by App Annie. As you can see most of those apps have a specific purpose. Some of them are created for removing different flaws from users' faces; others focus on the cutest pictures for babies and some of them are created for adding a funny aspect to certain images.

In preparation for writing your code, think about the reason why you are building this app. This way you will know your target audience. Maybe you want to focus on proud parents or you want to address young users who want to look better in pictures than in real life.

Keep in mind that if you don't own Instagram, Snapchat or YouTube you should focus on one important feature. Start small and evolve if everything goes as planned. With this idea in mind, we can't continue without pointing to BabyPics and the way it engages new moms and dads.

Capture the moment

In order to succeed with your app, you must start promoting it now. There is no way around it. Don't wait too much because the earlier you begin with your strategy, the better. 

Don't forget that all creatives presented must reach your potential customers' expectations. We keep repeating that all app owners must optimize their app store page. So, do that! And apply all those marketing techniques that will impress your customers. 

For example, user-generated content and content marketing will bring you amazing results. In the same time, guerrilla marketing is a great choice for this type of apps. Take a look at the strategy built by Nikon and you can dare to shock your users in a good way.

Apply the technology

Artificial intelligence and augmented reality became must-haves when it comes to mobile apps, especially photo and video creations. Without these technologies, your app will be useless. 

As you probably remember when we talked about Prisma we said that it doesn't apply some overlays. Instead, the machine learning algorithm recreates the image from scratch. 

This isn't an easy operation but if you want to stand out of the crowd you need to invest in these new techniques and to provide for your users only exquisite products. Make your app one of a kind and impress users with special features that they can't find anywhere else.

Share it

Well, what's the entire point of creating smashing images and videos if you are the only one who can enjoy them? Users must have the possibility to share their creations with their friends and of course to share your app at the same time. 

It is impossible to create photo and video apps without taking care of this behavior. No matter the marketing strategies you are choosing, allowing users to share their thoughts through your app is the secret to make people talking about your brand and to acquire a huge number of new users. 

Think of it as a win-win situation because users get the opportunity to brag about their creations and you increase your chances to make your app viral. 

It is no wonder that musical.ly is in top grossing apps due to the fact that it became the users' favorite app for designing videos and collaborating with friends. It created a real "video community"!

Why edit your photos?

Edited photos drive more business. For instance, if you run a fashion business, you can attract more clients by use of stunning images. 

With the best photo editing app for selling, ecommerce websites can upload attractive product images to drive up sales and revenue. You also need to edit your photos for:

Photo retouch

Photo retouching is common with fashion, wedding, modeling, and product photography. It removes spots, acne, and blemishes on the photos to make them perfect. 

With a photo retouch, the photographer or marketer increases the beauty of the model to make them appeal to clients. 

Photo retouching involves the use of digital makeup to enhance the skin color and tone. It might also involve removing color from the hair, or eyebrows, to make a model more attractive.

Removing background

When a photo has an unnecessary object or people in its background, you need to remove them to put more emphasis to the main subject. 

You can leave the background white, or you can replace it with another background. Most photos on ecommerce sites have no background to make them more appealing and minimize distraction from the products. Background removal is also known as clipping path service. Here is an example of this process:

Photo editors use image masking technique to remove background from hair photos, furry jackets, dolls, and furry fabric. Such photos are complicated, and they need more precise techniques and tools to edit.

Color correction

Different factors affect color during shooting, including camera setting, lighting, environment, and perspective. The marketer can rectify color issues through photo editing. Here, they use techniques such as gray-white balance and color strength and vibrancy. The techniques are common in modeling and fashion photography.

Shadow creation and image manipulation

Adding a shadow makes images look more realistic and appealing. A light shadow addition comes in conjunction with other shadow editing services such as background removal.

Manipulation involves changing the shapes, color texture and tone, and the general look of a photo. This is ideal when a marketer needs to achieve different marketing strategies. Here, a marketer can change the human photos into caricature to achieve a given strategy.