The new Social Publishing panel (beta) in Premiere Pro by Rich Young

Adobe thinks that online content creators are spending too much time preparing video for social media channels. Deciding on codecs & various settings, description fields, and tags, and later interpreting video stats can be a time sink. To help out, Adobe is piloting a new streamlined workflow in Premiere Pro for publishing videos to social media, optimized for content creators.

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 to make online video publishing easier.

Currently, the Social Publishing Panel feature is in beta, limited to paid Creative Cloud members, and open for applications starting November 2. Let’s hope that the render engine is now the same everywhere, not one for apps and another for Adobe Media Encoder.

Social Publishing Panel features include:

* Cross-Platform Social Media Publishing
Easily select social media export presets, populate required platform-specific metadata, and add tags from within Premiere Pro.

* Keyword Presets
Making your content discoverable requires consistent, detailed, optimized searchable keywords and tags. With keyword presets in the Social Publishing panel (beta), you can develop a list of tags and attach them to your different videos, series, seasons, or channels with a single click – eliminating the need to type out insert every keyword individually from memory, ensuring consistency.

* Custom Thumbnail
Having a dynamic thumbnail is essential to making your video stand out.

* 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.

* Rendition Management
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. For example, a 10-minute vlog posted on YouTube along with a shorter version with silent auto-play captions for Facebook and a 30-second version for use as promotion on Twitter, can be tracked across all of the platforms as if it were a single video. You can 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.

* Strategic Recommendations for Peak Performance
Interpreting analytics from multiple social platforms can be confusing. Over time, the Social Publishing panel (beta) will learn and adapt based on your content performance across platforms to provide detailed, personalized recommendations like keyword tags that could result in the highest click rates, or what time/day of the week for posting garners the most views, to provide key insights into the viewing patterns and preferences of audiences. Personalized recommendations may help steer your creative plans and publishing strategies for peak performance.

Here’s a backgrounder on the new feature for Premiere Pro, though its audio is more substandard than the usual social media fare created with Adobe tools.