GITNUXSOFTWARE ADVICE
Communication MediaTop 10 Best Promo Video Software of 2026
Top 10 Promo Video Software ranking with technical comparisons for editors, featuring Canva, Adobe Express, and Descript to shortlist tools.
How we ranked these tools
Core product claims cross-referenced against official documentation, changelogs, and independent technical reviews.
Analyzed video reviews and hundreds of written evaluations to capture real-world user experiences with each tool.
AI persona simulations modeled how different user types would experience each tool across common use cases and workflows.
Final rankings reviewed and approved by our editorial team with authority to override AI-generated scores based on domain expertise.
Score: Features 40% · Ease 30% · Value 30%
Gitnux may earn a commission through links on this page — this does not influence rankings. Editorial policy
Editor’s top 3 picks
Three quick recommendations before you dive into the full comparison below — each one leads on a different dimension.
Canva
Brand kit application that propagates logo, fonts, and colors into video templates.
Built for fits when marketing teams need controlled promo video creation without heavy orchestration..
Adobe Express
Editor pickBrand controls with reusable assets inside template-based video creation.
Built for fits when marketing teams need repeatable promo video production with Adobe ecosystem integrations..
Descript
Editor pickTranscript-to-timeline editing lets text changes rewrite media cuts and audio edits.
Built for fits when teams need transcript-driven video edits with controllable review workflows..
Related reading
Comparison Table
This comparison table maps promo video software by integration depth, focusing on how each tool connects to storage, design assets, and workflow systems through APIs and automation. It also compares the data model and schema used for scripts, media, templates, and assets, plus the admin and governance controls needed for provisioning, RBAC, and audit logs. The goal is to surface extensibility, configuration options, and the practical automation and API surface that affect throughput across teams.
Canva
template editorProvides a template-driven video editor with scripted scene tools, brand kit controls, team collaboration, and export workflows for promo video production.
Brand kit application that propagates logo, fonts, and colors into video templates.
Canva’s promo video workflow starts with storyboard templates and timeline editing that combine text, motion elements, stock media, and imported files. Brand kit configuration pushes consistent fonts, colors, and logos into each new edit, which reduces manual re-styling across campaigns. Collaboration uses workspaces with role-based access to assets and projects, which supports approvals and iteration in shared folders.
Integration depth is practical for marketing teams that need asset reuse and fast exports, but it is weaker for high-throughput programmatic video generation. Admin and governance controls cover access and organization boundaries, while audit-style evidence is less explicit for deep compliance workflows that rely on external SIEM ingestion. A common tradeoff appears in automation where external systems can feed assets, yet orchestration of renders and post-processing is not exposed as a schema-driven video API.
- +Brand kit enforces typography and color rules across video templates
- +Timeline editor supports text motion, overlays, and multi-asset compositions
- +Workspace collaboration keeps assets and projects organized by team permissions
- +Exports fit marketing pipelines with predictable file outputs
- –Limited external automation for rendering orchestration and post-processing
- –Governance depth is less aligned with audit-heavy compliance integrations
- –Programmatic data model for scenes and tracks is not clearly extensible
Marketing operations teams
Produce campaign promo edits from shared assets
Faster approvals and consistent branding
Social media managers
Generate weekly promo clips from templates
Higher posting throughput
Show 2 more scenarios
Creative agencies
Deliver client promos with controlled review
Reduced revision cycles
Workspace permissions and client-specific brand kits limit unintended edits across projects.
HR and internal comms
Publish event promos using approved templates
Consistent internal messaging
Roles and shared brand assets support structured updates across communications teams.
Best for: Fits when marketing teams need controlled promo video creation without heavy orchestration.
More related reading
Adobe Express
template studioSupports promo video creation with templates, motion design features, team asset management, and publishing outputs under Adobe's content workflow controls.
Brand controls with reusable assets inside template-based video creation.
Adobe Express fits marketing, comms, and learning teams that ship promo videos from shared templates and brand libraries. Template variables and reusable assets help keep outputs consistent across campaigns. Built-in media editing supports video timelines, animated elements, and typography workflows tied to brand configuration.
A tradeoff appears in automation and governance surface. Fine-grained automation depends more on Adobe ecosystem integrations than on a standalone, high-control API for every step of the video pipeline. Adobe Express works well when teams need controlled creation with light workflow automation for predictable throughput, and it fits weaker scenarios where custom data schemas or deep approvals must be enforced purely inside the editor.
- +Template-driven promo video builds reduce design drift across campaigns
- +Brand asset governance supports consistent typography, colors, and logos
- +Exports cover common social and presentation formats for quick publishing
- –Automation controls center on Adobe ecosystem workflows, not editor-native APIs
- –Granular approval and audit-log granularity can lag behind full DAM governance
Marketing ops teams
Campaign promo videos from brand templates
Faster production with consistent styling
Corporate communications teams
Quarterly internal updates and announcements
Lower design overhead
Show 2 more scenarios
L&D content teams
Training micro-videos for modules
More modules shipped per cycle
Animated elements and asset reuse shorten creation cycles for lessons and role-based assets.
Agencies collaborating with clients
Multi-tenant brand assets for deliverables
Fewer rework rounds
Client-specific brand asset sets help keep output consistent across iterative promo video revisions.
Best for: Fits when marketing teams need repeatable promo video production with Adobe ecosystem integrations.
Descript
text-editingOffers text-based editing for promo video workflows with transcription data handling, timeline edits, and production exports for short-form assets.
Transcript-to-timeline editing lets text changes rewrite media cuts and audio edits.
Descript is distinct for its data model centered on transcript segments tied to media timecodes, which makes edits repeatable and exportable across revisions. Video generation includes script-to-video creation and editing from text, while transcription and speaker-aware workflows create structured artifacts that fit review and reuse. Integration depth is best when the target workflow already revolves around content text, approvals, and asset handoffs rather than custom rendering pipelines.
A tradeoff is that automation and extensibility are strongest around the transcript and editing loop, not around fine-grained, frame-level programmatic control. Descript fits teams that need repeatable editing throughput for marketing and training videos where review cycles depend on transcript-based changes.
- +Transcript-first editing keeps timeline changes anchored to text segments
- +Text edits propagate into audio and cut points for faster iteration
- +Speaker-aware transcription and structured segments support review workflows
- +Automation and integrations can connect content and media review pipelines
- –Frame-level control is weaker than dedicated NLEs for complex grading
- –Custom automation beyond the transcript loop can require extra work
Marketing ops teams
Revise campaign videos from updated copy
Fewer revision rounds
Training content producers
Localize and update course recordings
Consistent lesson output
Show 2 more scenarios
Creator teams
Collaborate on podcast-to-video edits
Higher editing throughput
Creators iterate on speaker-aware transcripts while maintaining cut accuracy to timecodes.
Product documentation teams
Turn narrated docs into video assets
Shorter asset production cycles
Teams convert scripted explanations into video drafts and refine with text-based edits.
Best for: Fits when teams need transcript-driven video edits with controllable review workflows.
VEED
web video editorDelivers an online video editor for promo assets with caption generation, template-based layouts, and publish-ready exports for social formats.
Template-driven promo editor that keeps render jobs consistent across projects.
VEED is a promo video software focused on in-browser authoring with editor templates for marketing workflows. It supports asset import, text and branding overlays, and export pipelines for common promo formats.
Integration depth centers on how projects, renders, and exports map into an editor-centric data model rather than a modular campaign graph. Automation and extensibility depend on its API surface and webhooks for provisioning, job orchestration, and post-processing control.
- +Browser-based editor with repeatable promo templates
- +Asset import and brand overlays support consistent marketing output
- +Export pipeline handles common promo deliverables and formats
- +API and automation surface supports job orchestration workflows
- –Editor-centric data model limits cross-campaign schema control
- –Automation coverage may stop at render jobs instead of full governance
- –Granular RBAC and audit log controls may be limited for enterprises
- –Extensibility for custom media transformations depends on available endpoints
Best for: Fits when marketing teams need fast promo video production with controlled exports and manageable automation.
Pictory
AI video generationGenerates promo-style videos from scripts and source media using AI-assisted scene selection, automated narration, and export pipelines.
Script-to-scene promo rendering with template styling and selectable voiceover for consistent output.
Pictory generates promo videos from scripted inputs and structured media assets, then renders shareable output formats for marketing use. Editorial controls support scene-level selection, voiceover options, and template-driven styling, which reduces manual timeline work.
Integration depth is driven by how Pictory ingests assets and scripts, while automation and extensibility depend on its published API surface and job orchestration patterns. Governance controls center on workspace permissions and review workflows, with auditability tied to admin logs and activity history.
- +Scene-level editing for promo cuts without manual timeline keyframing
- +Template styling and layout controls keep branding consistent
- +Script to video workflow supports repeatable promo generation
- +Automation hooks via API-style jobs for batch rendering
- –Asset ingestion patterns can limit custom media metadata mapping
- –Automation scope depends on documented endpoints and job parameters
- –RBAC granularity may not cover role separation for approvals
- –Audit log detail can lag behind enterprise governance needs
Best for: Fits when marketing teams need controlled promo generation with automation and integration options.
InVideo
AI template videoCreates promo videos from templates and scripts using automated editing steps, media importing, and rendering workflows for marketing-ready outputs.
Template plus prompt-driven editing to generate promo variants from a controlled layout
InVideo fits teams that need promo and social video production from templates, prompts, and media uploads. Scene and style controls support repeatable output for marketing campaigns, including brand-oriented assets and reusable elements.
Integration depth depends largely on asset ingestion and export workflows, since the automation and API surface is less documented for schema-driven provisioning. Automation typically centers on creator workflows rather than enterprise-grade orchestration across systems.
- +Template-driven promo video creation with scene-level editing controls
- +Prompt-assisted generation to iterate variations without rebuilding timelines
- +Brand asset handling for consistent styling across marketing outputs
- +Export and format options for distribution to common social placements
- –API and extensibility details are limited compared with automation-first vendors
- –Data model is not clearly exposed for external workflow orchestration
- –Governance controls like RBAC and audit log are not documented deeply
- –Throughput and job management controls are less explicit for batch pipelines
Best for: Fits when marketing teams produce promo videos in repeatable workflows with minimal engineering involvement.
Synthesia
AI presenter videoProduces promo videos with AI presenters by ingesting scripts and assets to render face-and-audio output suitable for commercial communication media.
API and automation for creating videos from structured inputs with reusable templates and branding configuration.
Synthesia generates studio-quality videos from structured inputs like scripts, templates, and avatar selections, which is a clear differentiator versus manual editing workflows. The product supports an automation and integration surface centered on a publish-ready asset pipeline, reusable templates, and versioned content inputs.
Teams can manage governance through workspace roles and controlled access to templates, while audit visibility supports review of administrative actions. Scale-oriented usage is driven by throughput-friendly batch creation patterns that map to a defined data model for scenes, narration, and branding configuration.
- +Template-driven video generation enforces consistent scenes and brand styling
- +Avatar, script, and subtitle inputs map cleanly to a repeatable content data model
- +Workspace roles support access control for templates, users, and outputs
- –Complex multi-voice direction can require careful schema and template design
- –Extensibility depends on automation patterns rather than deep editor-level hooks
- –Large-scale governance needs more process work for review and approval
Best for: Fits when teams need automated, governed video output with an integration-first workflow.
HeyGen
AI avatar videoGenerates scripted promo videos with AI avatar delivery, voiceover configuration, and asset import for consistent branded outputs.
API-based avatar video generation jobs with status monitoring and reusable project configuration.
In promo video software, HeyGen targets production automation with programmable avatar video generation workflows. HeyGen supports text-to-speech and avatar rendering tied to reusable project assets, which helps standardize output across campaigns.
Collaboration is handled through role-gated project access, and exported videos can be regenerated from the same configuration. Integration depth centers on an API surface for creating jobs, monitoring status, and automating asset and voice selection through a defined data model.
- +API-driven avatar and script-to-video job creation for repeatable promo output
- +Configurable voice and avatar selection tied to project-level templates
- +Job status and output tracking supports higher throughput batch runs
- +Role-based access limits who can edit assets and run generations
- –Workflow automation depends on job orchestration and state handling
- –Data model mapping from custom CMS assets can require schema alignment
- –Governance controls may be lighter for fine-grained per-asset permissions
- –Render variations require careful configuration management across projects
Best for: Fits when teams need API automation and RBAC-governed promo video generation.
Lumen5
text-to-videoTransforms provided text and media into short promo video sequences with automated storyboards, editing, and export controls.
Template-based text-to-scene generation that produces promo videos from scripts and brand settings.
Lumen5 converts marketing and script text into short, shareable promo videos using a template-driven scene builder and a media library. Lumen5’s workflow centers on a data model of assets, text segments, and brand styling that controls layout and rendering outputs.
Integration depth is primarily through content inputs and export options rather than through a detailed automation layer or external schema-first ingestion. Admin and governance are limited in visibility controls compared with products that expose RBAC, audit logs, and programmable workflows across projects.
- +Template-driven scene assembly converts scripted text into storyboarded video
- +Brand styling controls keep typography and visuals consistent across outputs
- +Export outputs support straightforward reuse in social and campaign workflows
- –Limited documented API and automation surface for external system orchestration
- –Data model is centered on templates and edits, not structured ingestion schemas
- –Governance features like RBAC and audit logs are not exposed for enterprise control
Best for: Fits when teams need fast text-to-video promo production with light process integration.
Kapwing
browser editorSupports browser-based promo video editing with automated tools for trimming, resizing, captions, and batch exports for communication media.
Kapwing API supports programmatic creation, processing, and retrieval of video jobs for automation.
Kapwing fits teams that must ship promo videos from shared assets while keeping review and revision history consistent. The tool supports a browser-based editor, template-driven layouts, and automated exports for common promo formats like vertical and widescreen.
Kapwing’s integration depth matters most for teams that want to connect asset sources and publishing steps through its API and automation hooks. Governance relies on team workspaces for role-based collaboration and centralized project management rather than file-by-file handling.
- +Browser editor supports template-based promo layouts and fast iteration
- +API and automation hooks fit into existing production workflows
- +Project-based asset reuse reduces duplication across campaigns
- +Export options target common promo aspect ratios
- –Automation surface depends on defined workflow patterns
- –Admin controls focus on workspace structure over fine-grained permissions
- –Governance relies on collaboration workflows more than enterprise policy controls
- –Throughput can be constrained by long edits and high-resolution renders
Best for: Fits when marketing teams need promo video production with integrations and repeatable exports.
How to Choose the Right Promo Video Software
This buyer's guide covers Canva, Adobe Express, Descript, VEED, Pictory, InVideo, Synthesia, HeyGen, Lumen5, and Kapwing for creating promo videos with templates, scripts, avatars, or text-first workflows.
The focus stays on integration depth, data model clarity, automation and API surface, and admin and governance controls for teams that need repeatable output and managed production.
Integration, data model, automation surface, and governance for repeatable promo production
Promo video software matters most when video generation must fit existing content systems and review workflows. Evaluation should center on how the tool exposes projects, scenes, assets, and renders as a usable schema, plus how automation hooks move work across teams.
Canva, VEED, and Kapwing each provide repeatable export paths, while HeyGen and Synthesia emphasize API-driven job creation with role-gated access.
API and render-job automation you can orchestrate
Kapwing and VEED focus on API and automation hooks around video jobs so batch processing can plug into existing pipelines. HeyGen also exposes API-based avatar video generation jobs with status monitoring for higher-throughput runs.
Data model clarity for scenes, segments, and branding configuration
Synthesia maps avatar, script, subtitles, and branding settings into a repeatable content configuration, which supports consistent regenerated outputs. Descript anchors edits in transcript-to-timeline propagation so the primary data interface stays tied to text segments.
Brand governance via reusable brand controls
Canva and Adobe Express propagate typography, colors, and logos through brand kit controls inside template-driven video creation. This reduces design drift because brand rules flow into scenes and overlays instead of being reapplied manually per project.
RBAC-style access control tied to templates, projects, and generation actions
HeyGen provides role-based project access that limits who can edit assets and run generations, which fits governed marketing workflows. VEED is described as having limited enterprise governance depth, so RBAC granularity should be verified when approvals and strict separation are required.
Auditability and admin governance signals for managed production
Pictory and Synthesia tie audit visibility to administrative actions and workspace activity history, which supports traceability for generated outputs. Canva and Lumen5 place governance emphasis on workspace structure and permissions rather than audit-heavy compliance controls.
Extensibility for media transformations beyond template rendering
VEED positions extensibility around its API surface for custom media transformations, while InVideo and Lumen5 keep extensibility less explicit and more centered on creator workflows. This matters when transforms must be consistent across formats like vertical and widescreen outputs.
Choose by mapping integration and governance needs to the tool’s underlying workflow model
A practical selection starts by defining which system owns source-of-truth assets and which system owns the promo output configuration. Canva and Adobe Express fit when templates and brand kits drive repeatability without requiring schema-first ingestion, while Kapwing, HeyGen, and Synthesia fit when automation needs a defined job and status surface.
The next step is checking how the tool represents promo structure, such as scenes and tracks in Canva, text segments in Descript, or script-to-scene inputs in Pictory. Then governance must be matched to real production controls like role separation and audit visibility instead of only collaboration views.
Decide whether automation must be orchestration-ready or creator-centric
If external systems must trigger video creation and track job status, Kapwing and HeyGen are aligned with API-driven job creation and processing patterns. If internal teams mostly need repeatable creation with limited external orchestration, Canva and Adobe Express can be enough because automation depends more on workspace permissions and exports than editor-native APIs.
Match the data model to the primary editing primitive
Choose Descript when transcripts must be the editing interface since text changes rewrite audio and cut points through transcript-to-timeline editing. Choose Synthesia when scripted presenter content needs to map into a structured configuration that can be regenerated from templates and branding settings.
Validate brand propagation behavior for every scene and overlay type
When brand rules must stay consistent across templates and motion layouts, Canva brand kit controls propagate logo, fonts, and colors into video templates. Adobe Express also emphasizes reusable brand assets inside template-based video creation, while InVideo and Pictory focus on template styling and layout controls tied to scripted or prompt-driven generation.
Check governance depth for roles and traceability, not just collaboration
For RBAC-governed generation actions, HeyGen uses role-based access that limits who can run generations and edit project assets. For traceability needs, Pictory and Synthesia provide audit visibility tied to administrative actions and activity history, while Lumen5 and Canva are more centered on workspace structure than audit-heavy compliance integrations.
Confirm extensibility boundaries around rendering and custom transformations
If custom media transformations must happen via programmable hooks, VEED is positioned with an API and automation surface around render jobs and endpoints. If extensibility needs are limited to batch exports and template edits, Canva, VEED, and Kapwing can cover distribution formats without requiring schema-first ingestion control.
Stress test regeneration requirements for variants and iterations
Pick HeyGen or Synthesia when regenerated variants must reuse the same configuration for voice, avatar, and branding, which maps to reusable project or template inputs. Pick InVideo or Pictory when variants come from prompt-assisted editing or script-to-scene generation while keeping template styling consistent.
Teams that benefit from template-driven, script-driven, or API-driven promo video generation
Promo video software fits roles that need consistent output at speed and that want repeatable structure for scenes, branding, and exports. The right choice depends on whether the team runs video creation mostly inside the tool or expects external systems to provision, trigger, and monitor jobs.
Canva and Adobe Express fit marketing production with brand governance, while Kapwing, HeyGen, and Synthesia fit engineering-adjacent automation needs with programmable workflows.
Marketing teams standardizing brand styling across templates
Canva and Adobe Express enforce brand kit controls by propagating logo, typography, and color rules into template-driven video creation. This reduces campaign drift because scenes and overlays inherit brand constraints instead of relying on manual reformatting.
Teams that need transcript-first editing and review-friendly cut control
Descript fits teams that want transcripts to drive edits since transcript-to-timeline changes propagate into audio and cut points. This matches workflows where approval happens around text segments rather than frame-level keyframing.
Teams building automation pipelines that require API job orchestration and status tracking
Kapwing and HeyGen support API and automation hooks around programmatic creation and processing of video jobs. HeyGen adds status monitoring for avatar video generation jobs so batch throughput can be tracked end to end.
Comms and training groups generating governed presenter-style videos from structured inputs
Synthesia targets structured scripts and avatar configurations mapped into a defined content data model for repeatable outputs. Workspace roles and controlled template access support governance when multiple departments share generation capabilities.
Growth and content teams producing promo scenes from scripts or scenes without heavy engineering
Pictory and Lumen5 focus on template-driven text-to-scene or script-to-scene assembly where scene-level editing supports rapid promo output. These tools fit when the integration surface centers on content ingestion and exports rather than deep schema-first provisioning.
Common procurement pitfalls when promo video tools lack orchestration or governance depth
Many teams over-index on template quality and under-check integration and governance requirements that affect production reliability. The result is either limited automation in batch pipelines or governance gaps for approval and audit trails.
These pitfalls show up across tools that prioritize editor workflows instead of schema-first automation and fine-grained enterprise policy controls.
Buying for the editor experience but needing API-grade orchestration
Kapwing and HeyGen are built around API-driven creation and job status tracking, while Canva and Lumen5 emphasize template exports and workspace permissions rather than a deep orchestration layer. For pipeline triggering, choose tools with explicit job and processing surfaces like Kapwing or VEED.
Assuming brand kits automatically handle every governance requirement
Canva brand kits propagate fonts and colors into templates, but governance depth is less aligned with audit-heavy compliance integrations. Adobe Express also centers on brand asset governance inside Adobe workflows, so audit-log granularity must be validated if approvals and compliance traceability are required.
Expecting frame-level control from transcript-first tools
Descript focuses on transcript-to-timeline editing where text drives audio and cut points, so frame-level control for complex grading is weaker than dedicated NLEs. For fine grading workflows, transcript-first editing may require additional steps beyond text-driven cut management.
Ignoring data model mismatch when mapping from a CMS or DAM
HeyGen requires schema alignment when mapping custom CMS assets to the project configuration data model. InVideo also keeps the external orchestration and data model less documented, so integrations that depend on exact scene and asset schema mapping can take extra work.
Underestimating enterprise RBAC and audit-log needs
HeyGen emphasizes role-based access to templates, users, and outputs, while VEED is described as having limited enterprise RBAC and audit log controls. For organizations that require strict per-asset approval separation, governance depth must be confirmed against real approval workflows.
How We Selected and Ranked These Tools
We evaluated Canva, Adobe Express, Descript, VEED, Pictory, InVideo, Synthesia, HeyGen, Lumen5, and Kapwing using the same scoring lens across features, ease of use, and value. Features carried the greatest weight, making up forty percent of the overall rating, while ease of use and value each accounted for thirty percent.
The scoring reflects the concrete capabilities described for each tool, including brand kit behavior, transcript-to-timeline editing, and whether API job automation supports orchestration and status monitoring. Canva stood apart because its brand kit propagates logo, fonts, and colors across video templates, and that capability directly lifted both features and the ease of producing controlled promo outputs.
Frequently Asked Questions About Promo Video Software
Which promo video tools provide the strongest API surface for automating video generation jobs?
What integration approach fits teams that need to connect video work to existing marketing content workflows?
How do transcript-based editing tools change the video data workflow compared with timeline-first editors?
Which tools offer clearer governance and access control for multi-user teams?
Where do audit logs and administrative visibility tend to be stronger for promo video production?
Which platforms handle data migration best when teams move existing brand assets and template rules into a new workflow?
What extensibility pattern works best for systems that must trigger post-processing or publish steps automatically?
How do browser-based editors differ from desktop-like editors in operational requirements?
Which tool is better suited for script-to-video generation with consistent scenes and optional narration controls?
Conclusion
After evaluating 10 communication media, Canva stands out as our overall top pick — it scored highest across our combined criteria of features, ease of use, and value, which is why it sits at #1 in the rankings above.
Use the comparison table and detailed reviews above to validate the fit against your own requirements before committing to a tool.
Tools reviewed
Primary sources checked during evaluation.
Referenced in the comparison table and product reviews above.
Keep exploring
Comparing two specific tools?
Software Alternatives
See head-to-head software comparisons with feature breakdowns, pricing, and our recommendation for each use case.
Explore software alternatives→In this category
Communication Media alternatives
See side-by-side comparisons of communication media tools and pick the right one for your stack.
Compare communication media tools→FOR SOFTWARE VENDORS
Not on this list? Let’s fix that.
Our best-of pages are how many teams discover and compare tools in this space. If you think your product belongs in this lineup, we’d like to hear from you—we’ll walk you through fit and what an editorial entry looks like.
Apply for a ListingWHAT THIS INCLUDES
Where buyers compare
Readers come to these pages to shortlist software—your product shows up in that moment, not in a random sidebar.
Editorial write-up
We describe your product in our own words and check the facts before anything goes live.
On-page brand presence
You appear in the roundup the same way as other tools we cover: name, positioning, and a clear next step for readers who want to learn more.
Kept up to date
We refresh lists on a regular rhythm so the category page stays useful as products and pricing change.