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Hey Creator,
Instagram's video editing app, Edits, just added an assistant that studies your account data and talks it through with you.
Today we're looking at what it actually does, who can use it right now, and what to try if you can't yet.
Let’s begin!
Two Reels, posted a few days apart. One took off, the other barely moved, and you still can't say why.
Instagram wants to answer that for you. On September 30, it added a chat assistant to Edits, its video editing app, built to dig through your own numbers and explain what's happening.
Here's what it does, what it doesn't, and who can use it today.
First, what is Edits?
Edits is Meta's editing app, its answer to CapCut. On September 30, Instagram rolled out a chat assistant inside it. Meta had previewed the idea in June at an invite-only creator event.
Picture a friend who has read all your analytics and doesn't mind your questions. It looks at your follows, views, retention, likes and shares. Then it adds context from your comments, what's trending on Instagram and what your audience tends to enjoy.
The point is to catch patterns over time. They're easy to miss when you're looking at one post at a time.
So you'd ask what you already ask yourself at midnight. What's working right now? Why did people stay on this one and leave that one? Where could my profile be better?
What it leaves to you
It won't edit your video or come up with your ideas. Meta says the creators it built this with wanted help understanding their performance, not a stand-in for their own instincts.
That's worth holding onto. The assistant reads the numbers, and you still decide what to make next.
The catch
The assistant is free, with a daily limit on how many prompts you can send. Meta says more usage is coming through a Meta One subscription. Reported plans start at $14.99 a month, but it's unclear which tier raises the limit, so check Meta's page.
The bigger catch is where you live. It's rolling out to Edits users in the US, and one outlet says Instagram hasn't given a timetable for other countries.
How YouTube is playing it
YouTube made its own move on September 23. It announced a conversational editing tool due early next year.
TechCrunch's early read is that YouTube is going after the editing itself, while Meta is going after the analysis. Neither can be tried side by side yet, so take that as a first impression, not a verdict.
What we still don't know
A few basics haven't been shared:
How many prompts the daily limit allows
Whether you need a particular type of account
How Meta handles the data the assistant reads
When other countries get access
Nobody has published long-term results either. So when it reaches you, treat its suggestions as ideas to test, not rules to follow.
Can't use it yet? Borrow the idea
If you have access to Insights, pick your three best and three weakest Reels from the last month. Compare how long people watched and how often they shared.
The gap between those two groups is the same question the assistant is built to answer. You might find your answer to the two-Reels mystery without waiting for anyone's rollout.
Helpful links
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