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Adobe Upgrades Video Collaboration With Frame.io Addition

The new integration combines powerful video creation capabilities with streamlined video collaboration tools.

David Pepin

Adobe has announced that it will be acquiring cloud-based video collaboration platform Frame.io in a move designed to establish a powerful digital video editing collaboration platform. Since its 2015 foundation, Frame.io has enabled creators to accelerate video production with collaboration tools that are already employed by over a million users. 

Frame.io’s collaboration tools integrate seamlessly with Adobe’s video softwares like Premiere Pro and After Effects. With video content growing in popularity, content marketing teams have to respond to the demand with real-time collaboration. 

According to Wyzowl’s 2021 Video Marketing Statistics survey, 93 percent of marketers who used video as part of their content strategy in 2020 consider it highly important. With 86 percent of marketers also reporting increased website traffic due to video, business organizations require powerful collaboration tools to produce high quality content that meets demand. 

“Frame.io and Adobe share a vision for the future of video creation and collaboration that brings together Adobe’s strength in video creation and production and Frame.io’s cloud-native platform,” said Emery Wells, Frame.io co-founder and CEO. “We’re excited to join Adobe to continue to drive video innovation for the world’s leading media and entertainment companies, agencies, and brands.”

The move enables stakeholders to create video workflows that work across all team members. Video editors, producers, marketers, and everyone in between will have the unique ability to use Adobe tools in a highly collaborative integrated environment. 

The acquisition comes as part of Adobe’s investment in collaborative work tools. In December of 2020, the company spent $1.5 billion to acquire Workfront, a digital workflow management software. 

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“We’ve entered a new era of connected creativity that is deeply collaborative, and we imagine a world where everyone can participate in the creative process,” said Scott Belsky, Chief Product Officer and Executive Vice President, Creative Cloud. “With this acquisition, we’re welcoming an incredible customer-oriented team and adding Frame.io’s cloud-native workflow capabilities to make the creative process more collaborative, productive, and efficient to further unleash creativity for all.”

The integration, reportedly worth $1.275 billion is expected to close in the fourth quarter of 2021.