Meta on Wednesday previewed upcoming additions to its video-editing app Edits at an invite-only creator event in L.A., showing off features like a new AI assistant and a desktop version of the previously mobile-only app.
The company also announced other new tools will launch in the app today, such as a “Beta” tab for experiments and expanded audience insights.
Edits first arrived last year as a direct competitor to ByteDance’s CapCut. With the addition of the new and upcoming tools, Meta is looking to both retain and attract new users.
The upcoming AI assistant will help creators analyze their insights and brainstorm ideas for their content. The assistant will use their Instagram data, like their views and video-retention insights, to help them see what’s working and why. It will suggest video ideas based on performance and suggest making content with trending audio.
By integrating an AI assistant directly into Edits, Meta is aiming to keep creators engaged on Instagram as it continues to compete with TikTok and YouTube for creators’ attention. Additionally, by offering creators content ideas, Meta is encouraging more frequent posting, which could, in turn, boost user engagement. Direct access to an AI assistant also gets rid of the need for creators to turn to outside tools like ChatGPT when brainstorming content ideas and understanding performance.
