Wondershare Filmora updated their app to the latest version, Filmora 12, on December 22, 2022. This new update provides smoother performance and efficiency with more advanced features, richer resources, and AI tools to help creatives produce quality videos in lesser time.
The company termed Filmora 12 a major version of its software, cancelled the Filmora lifetime license and required customers to pay for the upgrade. That included new clients, holders of perpetual plans, and lifetime license holders. And that caused a public outcry.
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The Background
Previously holders of Filmora lifetime licenses paid no fee to access software updates beginning from version eight to 11. Part of the deal in their lifetime license was free software updates. That allowed them to update the software for free every time it moved from Filmora eight to 11.
But that always seemed too good to be true. When Filmora 10 was introduced in 2020, the Lifetime License was replaced with what was now called a Perpetual Plan. Under this new plan, clients would only get free updates for that specific version. For example, if you have a Perpetual Plan for Filmora 10, you would get updates until the introduction of the next version.
By then, many customers had already purchased their lifetime licenses.
What Happened when Filmora 12 was Released?
It seemed to them that Filmora was changing the rules and applying terms and conditions retrogressively to their disadvantage.
An information bubble introduced the term upgrades, which later proved controversial. According to Filmora, Filmora 12, which they call an upgrade, was excluded from the free software update deal.
This is how the waters get murky. There are lots of back and forth between Filmora and its customers on social media and private emails. On the one hand, the company emphasizes the difference between upgrades and updates. On the other hand, customers claim that Filmora is going back on its word and even changing the wording on its site to exclude them.
Voices from Filmora Users
One leading voice in the customers’ camp was the YouTuber Daniel Batal. He was able to elaborately explain the issues in a series of four short videos.
Daniel Batal
Daniel Batal shares his name with his YouTube channel of more than 246K subscribers. The channel empowers viewers to make quality social media videos and has video editing tutorials using different software. Wondershare Filmora alone has more than 40 tutorials in the last four years.
So effective was he at his job that Filmora made him a brand ambassador until they parted on good terms. He was so in love with Filmora that he acquired three Lifetime Licenses, which he discovered couldn’t work with Filmora 12.
He tried to seek clarification from Wondershare Filmora but after failing to agree in their private conversation, he took to YouTube.
Timeline of Youtube Videos
December 22, 2022 – “Filmora Just CANCELLED our Lifetime Licenses.”
In his video of December 22, 2022, Daniel Batal starts the tug of war after realizing he had to pay to enjoy the premium features of Filmora 12. The video shows his efforts to contact Filmora on their website and Twitter without success. It includes correspondence initiated by Filmora that did little to help the company’s cause.
Check the detailed video below:
December 29, 2022 – “Filmora Doubles Down on Lifetime License Cancellations.”
The second video of December 29, 22 discusses some users’ comments, like the difference and confusion about upgrades and updates. He outlines how the terms like update and license have seemingly changed meanings over time. It also indicates how the situation would have been better handled.
Check the detailed video below:
January 1, 2023 – “Filmora Told YouTube To Remove My Video.”
Wondershare Filmora files a DMCA Takedown on Daniel Batal’s channel and, rather than silence him, gives him content for the third video. Filmora complained that he had infringed copyright on a video. What’s shocking is that Filmora sponsored the video, and Daniel Batal was their brand ambassador.
Check the detailed video below:
January 2, 2023 – “FIlmora Buckles Under Public Pressure! (but issues a threat).”
In the fourth video, Filmora changes its tune and caves into public pressure in a belated move to extinguish the negative feedback.
Check the detailed video below:
Happy ending
Soon it’s confirmed that the customer is always right. The company seemingly caves into public pressure in a belated move to extinguish the negative feedback.
They take to Twitter and send emails to lifetime license holders determined to make things right by offering two compensation options. Customers who had already paid for the update could request a refund or receive free access to Filmora’s effects and plugins for one year.
The best part is that lifetime license holders were now eligible for a free upgrade to Filmora 12. That effectively restores the status quo. And when a Twitter user asked whether this was a lasting move, Wondershare Filmora responded in the affirmative.
Take a Closer Look at Filmora 12
Computer Requirements to Run Filmora 12
| Tech Specs | Windows version | Mac version |
|---|---|---|
| Supported OS | Windows 11, Windows 10, Windows 8.1, Windows 7 | macOS V13, macOS V12, macOS V11, macOS V10.15, macOS V10.14 |
| Processor | Intel i3 or better multi core processor, 2GHz or above | Intel i5 or better multi core processor, 2GHz or above |
| RAM | 8 GB RAM (16 GB required for HD and 4K videos) | 8 GB RAM (16 GB required for HD and 4K videos) |
| Graphics | Intel HD Graphics 5000 or later; NVIDIA GeForce GTX 700 or later; AMD Radeon R5 or later; 2 GB vRAM (4GB required for HD and 4K videos) | Intel HD Graphics 5000 or later; NVIDIA GeForce GTX 700 or later; AMD Radeon R5 or later; 2 GB vRAM (4 GB required for HD and 4K videos) |
| Disk | 10 GB free hard disk space for installation (SSD recommended for editing HD and 4K videos) | 10 GB free hard disk space for installation (SSD recommended for editing HD and 4K videos) |
5 Highlight Features of Filmora 12
- Video Review and Collaboration.
The new Filmora 12 allows you to securely collaborate with teammates by adding time-coded notes and responding to comments via the Filmora Workspace cloud service.
- Mask and Blend.
The software has a masking and blending mode to create unique video clips. Its new pen tool lets you draw free-form shape masks around objects.
- Enhanced Keyframe.
Apply anchor points for all parameters, including filters, color correction, scale, rotation, and position. That enhances your possibilities in motion design, helping you animate any object.
- AI Tools.
These include AI Audio Stretch, Audio Denoise, and Smart Cutout. The Audio Stretch lets you retime audio tracks to fit the duration of your video, and the Audio Denoise tool reduces background noise. The Smart Cutout feature lets you quickly remove objects, backgrounds, individuals, and more from a scene.
- Video and Sound Effects.
With the new Filmora 12, you can create 3D titles easily using preset templates. Moreover, the revamped video and audio effects library includes more than 14 packs of video effects, including exclusive transitions, filters, and motion elements.
Conclusion
This story vividly highlights how proactive customers can use their collective voice to enforce change. Credit also goes to Wondershare Filmora for taking responsibility and responding fully to customers’ demands without beating around the bush. That way, everybody can go back to making great videos.
