3 'need-to-know' updates hitting video apps and content for social media marketers
Don't tell the other types of content, but... video content is my favourite.
And yet, it's also potentially the hardest social media medium to execute. This shouldn't surprise you, with a constant flow of new apps, updates and algorithm changes, it can be a struggle to keep up. But that’s where I come in (at least for what I’m coining as ‘video-tober’ anyway).
Here’s a round up of 3 key updates that social media marketers need to know as we head into the last quarter of the 2025.
Adobe has launched a competitor to Edits & CapCut, Premiere
CapCut has added a new LinkedIn integration
Three new updates have hit Instagram’s Edits app
Adobe is launching a competitor to Edits & CapCut, Premiere
Adobe has been adapting their portfolio recently, as the likes of Canva and CapCut have entered the market. It shouldn’t be a shock to find out that their highly trusted Adobe Premiere desktop software is making its way to mobile, but as a ‘fast, free, and intuitive app’. It aims to simplify the complicated tools and processes without sacrificing quality, as well as making it more convenient than ever to both capture and publish content all from one device.
We’ve seen entire films shot on an iPhone before (admittedly, I've never watched it), does this mean we’ll see entire films edited on iPhone too? It claims to have ‘no watermarks’ and ‘no distractions’, which will be music to social media marketer’s ears. But is it free?
Most marketers will know that using Adobe comes with a price, which is one reason why the free alternatives are so popular. While the Adobe Premiere on desktop looks to remain accessible via monthly or annual subscription tiers (starting from £22 per month, or £263 annually), on mobile it looks to be free, but with in-app purchases. While not yet confirmed, I imagine these purchases will be similar to CapCut’s Pro model, with certain features locked behind paywalls and a subscription.
Some of the features include:
Generative Sound Effects: the ability to use a text prompt with your own voice to nail timing, emotion and inflection required for your edits.
Enhance Speech: an AI-powered feature that helps voiceovers sound 'crisp and clear', even if you recorded in a noisy environment.
Instant Exports: create on the go, and finish up via desktop — the iPhone Premiere app allows you to export straight to Instagram, TikTok or YouTube shorts, or you can send it over to your Premiere on desktop (which, if you're like me is a fantastic feature, because I hate editing videos on mobile).
How will it stack up against the CapCut, Edits, and even it's own Adobe Express? Stay tuned, as I'll check it out when it is due to drop on the 30th September. For now though, check out my previous post for which video editing apps are best, based on their usage terms.
CapCut has added a new LinkedIn integration
I love LinkedIn. I love video content. Will this move from CapCut finally find me in front of the camera, making video content for the platform?
The battle of Instagram versus TikTok continues, but this time in the form of their sister editing apps. CapCut have recently added the ability to instantly export your final product from the app, over to LinkedIn.
Similarly to when you make and share a video in CapCut to TikTok, the videos exported over to the platform will feature a banner that states 'Made With CapCut'. Fear not, for LinkedIn have confirmed that editing videos in CapCut will not harm how your content ranks in the algorithm (but if you want to know the secret to increasing your LinkedIn reach, I'll share it with you here).
As LinkedIn have been flying the flag for video content recently, if you haven't already given it a go - be whimsical and try it out, as trying something new is a good way to grow.
three new updates have hit Instagram's Edits app
Meta are truly investing in their answer to CapCut, and it shows. Adam Mosseri recently announced three new features for brands and creators alike to elevate their video content.
The new updates are:
1. Voice enhance
Similarly to one of the features promoted by Adobe's Premiere iPhone app, this feature looks to remove any unnecessary noise from the background of your audio. This is a great solve, if you don't have a quiet environment to film in or perhaps you are filming outside on a very windy day.
2. Send a draft via direct message
Perhaps the most game-changing of the three features being added to the app, is the ability to send a draft to another person on Instagram via a DM in order to receive feedback, before it is published.
Modern culture has changed human behaviour and how we consume information. Thanks to the instant gratification from on-demand streaming (Netflix, Spotify) to same-day delivery (Amazon), we don't have time to wait around anymore. This trend is starting to trickle out into how brands work together too. Gone are the days where we have the attention spans to read 74-emails-long threads to understand the amends needed to be made, or brief to be understood.
With this new feature influencers and agencies alike can send over deliverables as part of their feedback loops directly to clients, potentially innovating the entire feedback process.
3. Teleprompter
An oldie, but a goldie feature to have for when filming talk-to-camera content. There is no point memorising a script, as the outcome can feel forced, acheiving the opposite of what you want to convey: authenticity. With a teleprompter under your belt, your script can be added onscreen for you to, alleviating the pressure that comes with being on camera while trying to remember your words.
TLDR: 3 'need-to-know' updates hitting video apps and content for social media marketers
1. Adobe has launched a competitor to Edits & CapCut, Premiere
The app will be free with in-app purchases.
Features include generative sound effects, AI-powered voice enhancer and export to Premiere desktop for fine tune editing.
2. CapCut has added a new LinkedIn integration
You can now directly export videos to LinkedIn from CapCut.
Videos made in CapCut will feature the 'Made With CapCut' banner, similar to how it features on TikTok.
3. Three new updates have hit Instagram’s Edits app
Voice enhancer — a great tool for if you film in a loud environment, and want to reduce background noise
Drafts via DMs — the most innovative feature (IMO); allows you to send a draft to another profile via DM before publishing (with potential to change how influencers, agencies & brands work together).
Teleprompter — a classic tool that helps alleviate the pressure of being on camera.
Head of Social @ Butterfly Effect, Previously Lounge, Gymshark, Flo Health
