CapCut is expanding beyond consumer video editing with a business-focused set of tools for creating ads and branded content. The new service combines AI features with templates and team collaboration, aiming to help marketers and creators make videos for TikTok and other short-form platforms.
Tools for making branded videos
CapCut for Business is designed for brands, small businesses, marketers and creators. The tools are available through CapCut on desktop, mobile and tablets, according to the company.
One feature generates advertising script ideas from a description of a product or business. The offering also includes thousands of commercially licensed business templates and a tool that turns a product or landing page URL into a video.
These features give users a starting point for video production: they can draw on a script idea, adapt a template, or convert an existing web page into video content. The stated goal is to make ad and branded video creation easier without requiring heavy spending on advanced editing software.
AI presenters and virtual try-on
AI is central to several of the new tools. Marketers can use AI-generated presenters to demonstrate products or deliver explainer videos. For e-commerce businesses and clothing merchants, a virtual try-on feature uses AI models so customers can see products and generate photos showcasing them.
The presenter feature offers a way to put a person-like guide into a product video, while virtual try-on focuses on showing how merchandise might look. Both extend the platform beyond editing footage and into generating elements of the content itself.
CapCut’s consumer app is known for templates, effects and filters, as well as its close connection to TikTok. The business launch applies that video-making focus to marketing use cases, though the source says broader real-world results will only become clear as more marketers use the software.
Designed for teams as well as creators
Unlike the consumer app, CapCut for Business includes collaboration features. Users can work with team members, agencies and creators, and assign permissions to edit, access, review or add notes and suggestions.
That setup can support a workflow in which several people contribute to an ad or branded video. A marketer might prepare a draft, invite colleagues to review it, and collect suggestions before publication. The source describes these permissions and collaboration options, but does not provide details about how teams organize or approve projects.
The videos can be used for paid advertising on TikTok and other short-form video platforms, or for organic posts on a brand’s TikTok account. The tools are therefore aimed at both campaigns and regular social content.
A large consumer base, with business results still ahead
CapCut began in China in 2019 as JianYing. Its sister app for markets outside China expanded globally in subsequent years and grew alongside TikTok. Data.ai reported that, as of August 2023, the app had 490 million iOS and Android users worldwide, roughly 25% of TikTok’s user base. CapCut reached 170 countries outside China, with the U.S., U.K., Germany, Egypt, Saudi Arabia, Mexico and Brazil among its top markets outside China.
During the first half of 2023, CapCut surpassed Splice to become the most profitable video editing app globally, bringing in a record high of $50 million. The source also says it was ByteDance’s second app to top $100 million globally. Data.ai linked adoption and revenue gains to the addition of AI templates, effects and filters. After generative AI templates and effects arrived this April, CapCut saw a download spike followed by ongoing revenue increases, the firm said.
CapCut reports that selected business case studies showed increases in video output, views and engagement, sometimes by triple-digit percentages. Other cases showed lower average CPM and online sales. Those examples are company-reported results; broader evidence will depend on wider use by marketers.
CapCut for Business is available to brands, marketers and creators starting today at no cost.