Video Editor Givit Beefs Up Social Experience With iPad App Update

The video editing app Givit is releasing their first dedicated iPad app today, an effort to bolster the social, video watching side of the platform.

The app includes an expanded screen view, hashtag tracking, and improved friend feeds — nothing major, but necessary changes to make Givit a more viable social site. People tend to shoot and edit on their phones, making social a better bet for iPad use, which stands at 21% of total Givit activity.

This comes at the behest of users who have been pushing for a more social experience lately. CEO and founder Greg Kostello told TechCrunch that although he initially imagined that users would edit their videos on Givit and then share through more established social platforms like Facebook and Twitter, they seem disinclined to do so.

That’s an interesting finding given that Givit recently partnered with Dailymotion, the second largest video sharing site after YouTube. It was the first US app to integrate into the France-based Dailymotion’s API, and the partnership was intended to make Givit an easy feed to the site.

But as it stands the vast majority of videos stay on Givit, despite a prominent “share” button placed front and center, Kostello said. This seems to be because users want to interact with makers with similar interests. Parkour pros with like-minded souls, for instance.

Although Givit is appeasing its users with a better social platform, it will have to make some moves to encourage them to move their videos over to Dailymotion. If the “share” button has been there all along and users haven’t been eager to click on it, it should be interesting to see how they’ll accomplish that.