Adobe has officially announced Adobe Premiere Rush CC, a cloud-first, cross-platform video editing app for Windows, MacOS, and iOS. A version for Android will follow next year.
The target group for this tool is likely to be mainly online marketers who want to fill their social networking channels with videos as quickly and easily as possible. The thinking of online marketers follows a simple logic: If you upload one or two videos to Youtube, you have little chance of being discovered. But if you upload a few hundred videos a day and distribute them to all channels as quickly as possible, the probability that your films will actually be seen increases dramatically. I know most photographers and filmmakers don’t think so, but if I want to evaluate Adobe Premiere Rush CC objectively and objectively, I need to look at the tool from the perspective of the targeted audience.
At the moment the marketers produce their movies mainly with Wave.video or wevideo.com. Adobe Premiere Rush CC works similar to these services, but of course Adobe has adopted the layout from their own programs, so that users of Premiere, Photoshop and Co. find their way around quickly.
My first video was created in a few minutes
The first thing that stuck out with Adobe Premiere Rush CC was its onboarding process. Adobe has done a fantastic job creating a means of familiarizing users with the app. Using stock footage and onscreen prompts, the user walks through the process of creating a project, importing footage, editing footage, and sharing. Even if you’re familiar with Adobe’s other Creative Clouds app, the onboarding process is a great starting point.
Of course, the result is nothing special. Don’t forget, you have to think like an online marketer here. It’s not about shooting the next Star Wars or kicking Steven Spielberg off the throne. It’s about fast, effective, and time-saving serial production.
How to convert a blog post into a video
After familiarizing myself with the features in Adobe Premiere Rush CC, I tried to produce a video the way online marketers do. I took the pictures from this article and uploaded them to Adobe Premiere Rush CC. Using the title function, I added some text from the blog post to the pictures. Adobe Premiere Rush CC provided some songs, one of which I used for the background music. Because the song was too long, I wanted to fade it out at the end. As a Premiere user, it took me a while to do it because I couldn’t find the function. To fade it out, highlight the audio track and select “Clip – Apply transition” from the menu.
All in all, building the movie took me about ten minutes. It actually went as fast and as easy as with wave.video. But that’s only half the battle. The film now has to be uploaded just as easily to all social networks.
Spreading my fast-made video
Adobe is promoting Premiere Rush as a video editor designed for social media, so there are multiple means of sharing your content online. At launch, it offers support for YouTube, Facebook, Instagram, or Adobe’s Behance, as well as Twitter, Vimeo, and Snapchat. Having these integrations out of the gate means you won’t have to worry about saving files on various devices and uploading them one-by-one — you can post all your content straight from the app with minimal effort.
So far the official explanation. The truth looks a little different, because Adobe Premiere Rush CC lacks a very important feature that would be essential for fast sharing: it does not convert the videos into different formats!
On my Mac, the application supports Youtube, Facebook, Instagram, and Behance. I couldn’t find a trace of Twitter, Vimeo or other networks. Apart from that, you can save your movie to your local hard drive. I highly recommend this, it makes sense to have a look at your own creation before you reveal it to the public.
Adobe Premiere Rush CC can upload videos directly to Youtube and Facebook, but not to Instagram because this service does not allow it. In any case, you have to save videos for Instagram locally first and then upload them manually using the smartphone app. Instagram is a very special case anyway. Just think of the completely crazy idea with vertical videos! Nobody needs this bullshit, but Instagram still tries to make it a new standard.
It’s not actually Adobe that’s to blame, but services like Instagram that make it unnecessarily hard for video tool producers. But it is as it is. Without the ability to convert videos to different formats, especially the extreme formats Instagram requires, fast sharing on social networks, as online marketers wish, is hardly possible.
I saved my videos in full HD resolution (1920 x 1080 pixel). This format works fine on Facebook and Youtube, but Instagram requires either a square format (1080 x 1080 pixels) or a vertical format (for example 1200 x 800 pixels, aspect ratio 1.5). In other words, Instagram requires you to produce a second version of your video, or to use an additional service that converts the movie to an Instagram-compatible format. As an Adobe Creative Cloud user, you can delegate this task to Premiere. Otherwise, you have to visit kapwing.com, upload your movie there, and have it converted to Instagram format.
The easiest way to upload is to use Adobe’s own network Behance. The problem with this is that you have to offer massive quality to attract attention. Behance is the place where the crème de la crème of graphic artists and video producers hang out. If you upload a fast produced cheap video there, like the online marketers do, you’ll be laughed at! I wouldn’t dare to show my five-minute production there.
My honest conclusion
Put simply, Adobe Premiere Rush CC is a brilliant dilution of the most important features from Adobe’s full-fledged video editing app, Adobe Premiere Pro. The interface takes a little getting used to, especially if you haven’t used Adobe’s other CC apps, but the onboarding process does a great job to lower the barrier to entry.
The tool is ideal for filling a Youtube channel or your own fan page on Facebook with videos at lightning speed. This doesn’t work with Instagram because the conversion function is missing. Behance works fine, but is not suitable for the purpose of Adobe Premiere Rush CC.
Adobe Premiere Rush CC is available on Windows, MacOS, and iOS, however there are system requirements you’ll need to meet. The Android version is due out in 2019. While it’s free to download and try, you will be limited to exporting three projects before you have to shell out some money.
Adobe Premiere Rush CC is available for $10 per month to individuals, $20 per month to teams, and $30 per month to enterprise customers. It’s also available to Adobe Creative Cloud subscribers with the All Apps, Student, and Premiere Pro CC single app plans. It includes 100GB of Creative Cloud storage space with the option to upgrade up to 10TB of cloud storage.
Ups, I forgot something. Here is my finished video that I produced with Adobe Premiere Rush CC: