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The problem with video creation (and how we will make it easy for everyone)

Jason Yavorska image By Jason Yavorska, Founder/CEO | September 12, 2022 | 4 min read

Our vision at Synura is “video creation for everyone”, but what exactly does that mean? Our home page describes our product as follows:

Synura is a collaborative video planning and editing app. It helps streamline your creation flow and offers automatic, AI-powered edits. You don’t need to be an expert to make amazing videos!

In this article, I’ll be sharing a birds-eye view of what our vision means and how we are bringing it to reality.

Our users

There are very specific kinds of users we want to help, who we like to think of as members of the “video-native” generation. They have a passion for videos, and they might want to become professional or hobbyist creators themselves, but they don’t know where to start because there is a ton of knowledge required.

They may be creating videos for themselves for their own YouTube or TikTok channel. They may also be doing it as part of a company - for example, on a marketing team that is stepping into video production. Either way, there are two main problems that they run into:

  • Knowing how the video production process works and how to collaborate. For example, there are different stages, and different things happen for a reason during each phase. Without this knowledge, things tend to be inefficient.

  • Being able to apply their vision without having technical editing ability. There isn’t any product for videos or streams yet that makes powerful editing techniques as simple to use as image filters on Instagram.

We want to remove these roadblocks to help them bring their creative visions into the world.

Our technology

Removing these roadblocks is where our technology comes in. There are many basic editing practices that normal people don’t know about. For example, having your video be loud (without clipping) or adding intros, outros, and music. We want to make everything you need to make your videos look great be “one-click simple”.

In addition to the above, we are building a framework for planning and collaborating on videos. We’re putting the entire production process on rails with built-in templates and learning resources. We’ll guide you through the creation process, from ideation to publishing.

Most exciting of all, we are taking the innovation happening in AI and video and bundling it to make it accessible to everyone. We’ll be starting with features like background noise reduction, transcriptions, and “umm” removal.

Our business

As a company, we’re designed to iterate on applying these technologies to these problems. We’re funded by Open Core Ventures and have runway ahead of us to explore. We are also proud to be supporters of open source, with a focus for now on OBS (Open Broadcaster Software).

We also want to build a sustainable business that aligns with the success of our customers. One way we do that is with our pricing. We will be giving away planning and collaboration features for free, and charging only for storage and processing.

When will it be available?

Our initial version will launch into early access in the next few weeks. It will be a minimal version, but already solve real problems for real people. It will be the springboard for continued learning and iterations of our product.

If you’re interested in checking it out as soon as it becomes available, there is a signup link just below this article.

Get involved

There are a few ways to get involved apart from signing up. You can check out our careers page if you’d like to join the team. We also frequently update our blog with detailed progress updates and articles on video, collaboration, AI, and more.

We’re a source-available company, so merge requests, feature requests, or comments on issues are all welcome. You can also contribute suggestions to this website as well as our public handbook.

Finally, if you’re a prospective user, I’d love to hear from you. I will reach out to you if you sign up for our waiting list but feel free to email me any time to talk about anything at all. My vision for Synura is to build something together, so I’m always happy to hear from you.

Photo by Mikhail Nilov.

Synura is available in early access now!

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