Adobe adds social analytics to Creative Cloud, Premiere Pro

Adobe launches an effort to connect its creative and marketing clouds. The move could pay off and give customers a better way to target videos.

Adobe is adding analytics tools from its Marketing Cloud to its Premiere Pro in Creative Cloud in what may presage an effort to bridge and cross-sell the company's services.

The company said that it is adding its Social Publishing Panel, a marketing tool that offers analytics, to Premiere Pro.

Officially, Adobe doesn't have plans for other analytics embedded into Creative Cloud, but is evaluating future moves. With the combination of Social Publishing Panel, which is in beta, and Premiere Pro, video creators can use social data to better tailor content. With Adobe Social integration, Premier Pro customers can publish directly without leaving a workspace.

What Adobe is really trying to do is enable customers to better work social channels to grab an audience for video. Google's YouTube and Facebook are the gateway to video streams.

The Social Publishing Panel in Premiere Pro will include:

  • Performance tracking by platforms such as YouTube, Facebook, and Twitter. Drill downs will be available to individual video metrics.
  • Video tagging to add keywords based on recommendations and audience demographics.
  • Multiple renditions based on audience and social channels.
  • And cross platform publishing scheduling. Premiere Pro can publish across platforms and scheduled as needed.

In a blog post, Adobe said that it will look to create "more synergies between the creative and marketing teams."

Financially, any cross pollination between Adobe's creative and marketing clouds could pay off nicely. For instance, Adobe in its fiscal third quarter delivered Creative Cloud revenue of $803 million, up 39 percent from a year ago. Adobe's marketing cloud revenue was $404 million, up 10 percent from a year ago.

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