Loom

Loom is the tool that proved video messages could replace meetings. Founded in 2015 and acquired by Atlassian in 2023 for $975 million, Loom lets you record your screen, camera, or both in one click, then instantly share a link. No file uploads, no video editing, no scheduling a 30-minute meeting for a 3-minute explanation. Over 25 million people across 350,000+ companies have used Loom, and its impact on async work culture has been profound — it's now standard vocabulary in remote teams to say "I'll send you a Loom" instead of "let's jump on a call."

Recording Experience

Loom's recording flow is optimized for speed and simplicity. Click the browser extension or desktop app, choose screen + camera (picture-in-picture), screen only, or camera only, and hit record. There's no configuration, no countdown anxiety, no need to set up a meeting link. When you stop recording, the video is instantly uploaded and you get a shareable link in your clipboard. The whole flow — from "I need to explain this" to "here's the video" — takes seconds. You can record your full screen, a specific window, or a browser tab (with audio). Drawing tools let you annotate the screen during recording, highlighting exactly what you're pointing at.

Viewer Experience and Engagement

Loom videos play in a lightweight web player — no app download needed. Viewers can watch at 1x, 1.5x, or 2x speed, leave timestamped comments, add emoji reactions at specific moments, and read the AI-generated transcript alongside the video. The transcript is automatically generated and surprisingly accurate, making videos searchable and skimmable. For longer recordings, Loom generates chapter summaries so viewers can jump to relevant sections. Analytics show who watched, how much they watched, and where they dropped off — useful for sales follow-ups and training content.

AI Features

Loom has invested heavily in AI since 2023. Auto-generated titles and summaries save time on every recording. Filler word removal ("um," "uh") automatically cleans up your speech. Auto-chapters break longer videos into navigable sections. The AI can generate written documentation from a video recording — record yourself explaining a process, and Loom produces a step-by-step document. These AI features address the main criticism of video messages: that they're harder to reference and search than text. By auto-generating searchable text from video, Loom bridges the async video-text gap.

Workflows and Team Use

Loom Workflows let you create templates for common recording types: bug reports, design reviews, sales proposals, or weekly updates. The template includes prompts and structure so recordings stay focused. For teams, shared libraries organize videos by project, team, or topic. Loom's integration with Slack means videos posted in channels play inline without leaving the conversation. The Notion integration embeds Loom players directly in documents. For sales teams, Loom integrated with CRM tools tracks when prospects watch demo videos and which parts they rewatched.

Pricing

Loom's free plan includes 25 videos of up to 5 minutes each with Loom branding. The Business plan ($12.50/creator/month) removes limits: unlimited videos, unlimited length, custom branding, transcription, engagement insights, and drawing tools. The Enterprise plan (custom pricing) adds SSO, advanced admin controls, and SCIM provisioning. Viewer access is always free — only creators who record need paid seats. For a team of 10 active recorders, Business costs $1,500/year. Since Atlassian's acquisition, Loom has integrated deeper with Jira and Confluence, and pricing may evolve within the Atlassian suite.

Where Loom Fits (and Where It Doesn't)

Loom excels at replacing status update meetings, code review walkthroughs, design critique videos, sales follow-ups, bug report explanations, and onboarding guides. It's the best tool when you need to show something visual with narration, but a synchronous meeting isn't necessary. Loom doesn't replace collaborative discussions, real-time brainstorming, or sensitive conversations that benefit from back-and-forth dialogue. It's also not a video editing tool — recordings are meant to be quick and authentic, not polished productions. The 5-minute limit on the free plan is restrictive enough to push most teams to paid within weeks of adoption.