Meta has unveiled major upgrades to its Edits video-editing app. The company previewed the changes at an invite-only creator event in L.A.
The primary addition is a new AI assistant powered by your Instagram data. The AI will analyze your views, video retention, and performance metrics to show what's working with your audience and what isn't. It will also brainstorm content ideas and flag trending audio.
Creators will no longer need to switch between ChatGPT and Instagram for these tasks. Meta is consolidating tools to keep creators within its ecosystem.
Edits is also launching a desktop version. Previously mobile-only, the desktop app gives creators precise editing control on a larger screen for more detailed post-production work. Workflows sync between devices.
The move directly targets competitors. CapCut dominates desktop video editing, while TikTok and YouTube have their own creator tools. Meta is trying to prevent creators from moving to other platforms.
A Beta tab is launching alongside these features, allowing creators to test experimental features early and send feedback to Meta's product team. More detailed audience analytics are also rolling out, including demographic breakdowns and peak engagement times.
Meta is investing heavily in keeping creators on Instagram. With Edits now offering AI capabilities and desktop functionality, the incentive to use competing platforms diminishes.
