Apple Clips is bringing a new brand of social video production to iPhone and iPad.

Rather than rivalling Snapchat and Instagram, features like Live Titles are geared to accelerate content development for distribution through other social networks.

All the basics…

As social video and photo aficionados will expect, real-time filters will be readily available.

Users will be able to make professional looking scenes, and to link them together for a bigger narrative—in fact, Clips videos can run up to an hour.

Snapchatters will feel at home with the ability to overlay emojis, stickers, and text to their clips, though they may decry the absence of any Face Paint / Scribble option.

Live Titles

Live Titles is Clip’s marquee-feature—an innovative way to apply animated title cards or captions through voice commands. By converting recorded voice to text, Clips will dynamically generate text overlays on screen.

Live Titles are especially likely to appeal to folks who make quick videos for platforms that auto-play video content silently until clicked, such as Facebook.

Cheerful content generator

While it’s got technical chops in the back-end, Apple is positioning the app as fun and user-friendly way of playing with video for social results.

Clips will export to Twitter, Instagram, Facebook, or YouTube. It will also allow video makers to share directly via iMessage.

Clips is categorically not a new social network. Nor is it a professional video editing suite. It’s an easy way to augment recorded videos, primarily for casual distribution via other social networks.

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.