CapCut: Pushing Harder for Pro Subscriptions

CapCut users are facing rapid restrictions on free features and increasing pressure to upgrade to Pro. Was this a pre-planned strategy or a recent shift in direction?

For almost a year now, I’ve been using CapCut regularly to edit videos for my YouTube channel. It’s fast, user-friendly, and, most importantly, free—at least, it used to be. Lately, however, I’ve noticed that CapCut is nudging me harder and harder toward its Pro subscription. Is this a strategic pivot, or was it the plan all along to lure users in and lock them into paid features once they’re hooked? Let’s break it down.

A Shift in Strategy?

CapCut has been my go-to for quick and straightforward edits, both on desktop (macOS) and mobile. I don’t need professional-grade software like Adobe Premiere for the kind of content I produce, so CapCut was the perfect fit—until recently. Over time, more and more features I relied on have been locked behind a paywall. At first, it wasn’t a dealbreaker. After all, I could still use about 10% of text templates and animations for free. But lately, even those options have become scarce.

The turning point came a few days ago when I noticed something particularly frustrating. While editing on the mobile app, I saw a CapCut watermark in the top-left corner of my project. When I tried to remove it, I was informed I could only do so four times for free. After that? No export without their logo unless I subscribe. This limitation has been a real headache.

Limited Features, Growing Frustrations

Another key feature I used to love was the auto-text caption tool. It saved me hours of manual work. Imagine my disappointment when I discovered this, too, is now limited in the free version. While I understand the need for monetization, these changes feel excessive and might push users like me to seek alternatives.

The Pricing Puzzle

Now, let’s talk about pricing. As I’m currently in Poland, the monthly subscription costs 39.99 PLN (€9.35). However, the annual subscription is priced at 499.99 PLN (€116.85), which breaks down to a monthly rate of 41.66 PLN—higher than the monthly plan! This baffling inconsistency prompted me to send feedback to CapCut. Why incentivize monthly subscriptions over annual ones? A better pricing structure could win more long-term subscribers.

Was This Always the Plan?

It’s hard to say for sure, but I suspect this was a calculated strategy. By offering an excellent free product, CapCut built a loyal user base. Now that we’re hooked, they’re making it difficult to leave. Especially for TikTok creators or social media managers, the thought of switching to another tool might feel like too much hassle. It’s a smart move from a marketing perspective, though the pricing hiccup could hurt them in the long run.

Final Thoughts: Is It Worth It?

Despite the recent frustrations, I still think CapCut is one of the best tools for casual video editors. Its ease of use and cross-platform functionality make it hard to beat. However, locking so many features behind a paywall risks alienating its user base. If CapCut resolves its pricing inconsistencies and listens to user feedback, it could maintain its position as a top-tier editing app.

What’s your experience with CapCut? Are the prices any better in your region? I’d love to hear your thoughts. And if I receive a response to my feedback, I’ll be sure to update you all.

Until next time, happy editing!