In September, Adobe brought Premiere to the iPhone. Now, it’s proving just how capable that mobile editor can be. This week, the company announced a new partnership with YouTube to help creators produce more polished Shorts. Through the Premiere mobile app, users can access exclusive effects, transitions, templates, and presets, and publish directly to YouTube with a single tap.
In a way, Adobe is giving creators the standard editing capabilities they’ve come to know with their preferred apps, whether it’s YouTube, Instagram, Snapchat, or TikTok, but now it’s on steroids—proverbially speaking, of course. By tapping into Adobe Premiere on iPhone, creators can post more elevated videos and clips to stand out amongst a growing pack of users.
Alexandru Costin, Adobe’s vice president of generative AI and Sensei, explains that by providing everything a video creator may need for their content, “they can focus on growing their channel, monetizing, and, in general, reducing the complexity of creating content.”
Creators have many options for editing their videos on the go, including CapCut, InShot, and Canva’s Video Editor. But for the most part, these are for casual editors. For those who want a more polished look—dare I say, Hollywood vibe—the available selection is much smaller. There is DaVinci Resolve, but that’s limited to the iPad. Adobe Premiere aims to fill that void for creators who want professional-grade quality on their smartphones. Adobe’s deal with YouTube moves that goal forward and helps build mindshare among the community. Moreover, it’s set to become the go-to professional editor for YouTubers as the Google-owned platform seeks to differentiate itself from TikTok.
That said, this relationship appears to benefit Adobe primarily. No lock-in ensures the content created through Premiere will be exclusively for YouTube Shorts. Any creator can leverage the video editing app’s feature set, including its AI capabilities, to refine their footage before sharing it on TikTok, Instagram, Facebook, and Snapchat. Though, to be fair, the same can be said for CapCut. It’s the nature of the space. Still, this creates an opportunity for Adobe to make further inroads with the creator economy.
Adobe’s Premiere mobile app is free to use, and while it’s available for iPhone, an Android version is currently in development.
Featured Image: Credit: Adobe
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