Specifically, Aviary will now power photo editing inside Adobe Social, while continuing to bolster the company’s Creative SDK, a project to get third-party developers to add Adobe services to their apps.
The move helps tie together Adobe’s biggest priorities: creative stuff and marketing stuff — or, as Adobe calls them, the Creative Cloud and Marketing Cloud. Adobe Social firmly exists under the Marketing Cloud umbrella and was designed specifically for very large companies.
The new feature makes sense for Adobe Social. It’s a simple integration designed for the type of marketers unfamiliar with (or intimidated by) professional editing tools like Photoshop. For those users, Aviary will make it easier to edit photos and add text without leaving their social media manager.
On its own, this isn’t groundbreaking news, though Adobe Social’s customers might like the feature. But it’ll be very interesting if this trend — muddying the line between creative and marketing at Adobe — continues.