Slay on Social: Introducing the Social Publishing panel (beta) in Premiere Pro
Increase the impact of the videos you publish online to grow your audience. Join the beta here: adobe.ly/sppbeta
We’re thrilled to announce that we are piloting a new streamlined workflow in Premiere Pro for publishing videos to social media, optimized for how Creators want to work. With cross-platform social publishing and performance tracking, strategic recommendations to achieve peak performance, and time-savers like the ability to save custom keyword sets and upload custom thumbnails, the Social Publishing panel (beta) is designed for the ways online video creation is changing the industry.
Over the past few years Adobe has been engaged with online content creators to figure out what makes you tick and how your needs are evolving the video production process. We’ve had a lot of meetings with YouTubers like Ryan Connolly, Freddie Wong, Sara Dietschy, Devin Supertramp, and SoulPancake. We’ve checked out Web festivals, and been on the ground at VidCon – not to mention falling into deep, dark YouTube holes more than once (we’re only human!). And something we learned is that online content creators are spending too much time after the edit is complete, preparing the video for posting and interpreting video stats to figure out what is working on your channels.
We’ve learned that there’s need for:
- A streamlined publishing workflow that lets you optimize your videos for the unique needs of each individual social media platform
- A way to manage the different versions of videos (renditions) you’ve created, optimized for the specs and metadata each platform requires
- Strategic, personalized recommendations to help you understand what is working and why
- Fast ways to make your video stand out, show up in search, and gain views
- Easy-to-understand performance tracking across all of your different social destinations
So, we love metadata here at Adobe (#nerdalert) but we recognize that not everyone does. With all the different considerations for optimizing your videos for social media like codecs, description fields, and tag settings it’s a time sink when you are trying to get a video out on the regular. Understanding how you work and what is slowing you down is what inspired us to create the Social Publishing panel. We’re ready to release a beta version and now we want to engage in a two-way conversation with you and continue to build the Social Publishing Panel around your needs as content creators.
Interested in taking it for a spin and helping shape the feature set? Apply for the beta program here! Please note that only current paying Creative Cloud members may participate in the pre-release program.
Details? Here are some of the exciting components of the new panel:
If you are one of those creators who takes a single piece of content and creates different renditions in an attempt to attain top performance per platform, you are going to love the rendition feature in the Social Publishing panel (beta)! Rendition Groups allow you to group two or more videos together during the publish stage so that they are tracked as a single asset across the different social platforms you post to. So, for example, you can group your ten-minute vlog posted on YouTube along with a shorter version with silent auto-play captions (did we mention open captions are now a part of Premiere Pro?) for Facebook and a 30 second version for use as promotion on Twitter, then see how that collection of long-form and micro content performs across all of the platforms as if it were a single video. View performance of the collection as a whole, or dig deeper into each rendition’s performance based on platform so you can manage and promote content renditions more easily.
Cross-Platform Social Publishing
YouTube, Facebook, Twitter and Behance all have different specs for optimized video output to ensure that videos look and play correctly. The Social Publishing panel (beta) takes the guesswork out of posting videos the right way across multiple social platforms so you can be 100% sure that your content looks great no matter where its posted. In the panel, easily select export presets, populate required platform-specific metadata, and add tags –all from within Premiere Pro.
Strategic Recommendations for Peak Performance
Interpreting analytics that come back from multiple sources for multiple social platforms is confusing. Even after you’ve finished finding and digging through all the data, how do you know what to do about it?
Over time, the Social Publishing panel (beta) will learn and adapt based on your content performance across platforms to provide detailed, personalized recommendations such as what keyword tags could result in the highest click rates, what time/day of the week for posting garners the most views, and key insights into the viewing patterns and preferences of audiences. Personalized recommendations can help steer your creative plans and publishing strategies for peak performance.
Making your content discoverable requires consistent, detailed, optimized searchable keywords and tags. With keyword presets in the Social Publishing panel (beta), you can now develop a set list of tags and attach them to your different videos, series, seasons, or channels with a single click – eliminating the need to type out (and remember!!) every keyword individually, ensuring consistency while saving time and memory power. Leaving you free to focus on what is new and unique to your latest creation.
Cross-Platform Performance Tracking
Today, understanding analytics across multiple social platforms requires content creators to do lot of manual data collection. The Social Publishing panel allows you to view performance across multiple social platforms and drill down into individual videos to see how your content is performing, with insights into how to expand your reach, engage and grow your audiences.
Having a dynamic thumbnail is essential to making your video stand out on social. The Social Publishing panel (beta) presents a streamlined process for choosing a thumbnail and publishing it along with your video directly to social – whether it’s a graphic thumbnail you’ve already created in apps like Photoshop or Illustrator, or a compelling frame from within your video.
If YouTube’ing isn’t your full time gig yet (or even if it is), chances are you find yourself working on videos late into the night or over the weekend. Just because you finish editing a video at 2am doesn’t mean that’s the best time for it to go live to your audience. With content scheduling through the Social Publishing panel (beta), you can set your video to go live at a later date/time so you don’t have to be “on call” to get your video out. You also never want to spam your audiences and with content scheduling, you can schedule videos to publish across multiple social platforms in staggered timing or simultaneously in the case of a time sensitive post that you want to blast out – like the drop of a musical album or the start of a contest campaign.
Excited? Join the Pre-release!
I hope that after reading this post you’re excited as we are about the Social Publishing panel in Premiere Pro! Please apply here to join our private beta program and help shape the direction of this feature.