Hitfilm Express 9's high-energy style appeals to budding filmmakers who want to put a special touch on a personal event or get creative with a video blog, but it's still easy enough for the adventurous friends-and-family crowd. The one concession you have to make is that you have to give the software maker a shout out on social media in order to download the free app.

The app sounds handy for people who are already doing these things. But the bigger story might just be that Facebook is trying to show it cares about the community of independent vloggers. The same people who this app is designed to appeal to are currently struggling with odd changes and errors over at YouTube. Facebook has wanted to poach them for years now. One app isn’t going to suddenly change things, but a continued commitment could help win people over.
The second big draw is communication. The app creates a unified inbox for comments on Facebook and Instagram and messages from Messenger, so that you don’t have to bounce between different apps in order to respond to people. The app doesn’t seem to cover every possible messaging vector inside of Facebook’s services, but it sounds like a handy start. <<
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