2 min

Adobe wants to help video creators be more creative by acquiring video review and collaboration platform maker Frame.io for $1.275 billion in cash. The acquisition was announced on Thursday and should add more capabilities to Adobe’s Creative Cloud which pulls in significant revenue for Adobe.

Frame.io was founded by post-production expert Emery Wells and technologist John Traver in 2014 to solve workflow challenges faced by filmmakers.

It features various tools for creative professionals to make the video creation process more efficient, centralizing critical assets like scripts, storyboards, work-in-progress and more.

Frame.io’s value

The platform also lends itself to collaboration, with provisions to leave feedback, comments, and annotations on individual frames.

Frame.io also has fast upload speeds to cloud hosting services like Vimeo, Dropbox, and Box. At present, the platform has more than 1 million users.

Adobe Chief Product Officer Scott Belsky, the Executive Veep of Adobe’s Creative Cloud unit, told Bloomberg that his company decided to acquire Frame.io when it learned that thousands of its own customers were using the product alongside Adobe’s own offerings.

Acquisition it is!

As with any acquisitions of this nature, the plan for Adobe here is to incorporate the Frame.io tools into its own to make it easier for creative teams to use the features and tools. Belsky said that Adobe considered building its own tools to meet the needs but ultimately acquired Frame.io instead.

It looks like a smart decision as social media influencers seek easier and more intuitive ways to edit content in real-time.

These days, just about anyone can upload polished videos online if they have the right tools, without learning anything too technical.