Meta unveils AI assistant and desktop expansion for Edits app
The social media giant previews new features at a Los Angeles event, including an AI-driven brainstorming tool and a desktop interface, as it seeks to deepen creator engagement on its platform.
Meta has previewed significant updates to its video-editing application, Edits, during an invite-only creator event in Los Angeles. The company announced the introduction of a new artificial intelligence assistant and a forthcoming desktop version of the app, alongside the immediate release of a 'Beta' tab and expanded audience insights. These developments form part of Meta’s broader strategy to retain creators and compete with rival platforms such as TikTok, YouTube, and ByteDance’s CapCut.
The new AI assistant is designed to help creators analyse performance data and brainstorm content ideas by leveraging specific Instagram metrics. According to Meta, the tool will utilise views and video-retention insights to suggest video concepts and trending audio. This integration aims to keep creators engaged on Instagram by providing direct access to performance analysis and content generation, reducing the need to rely on external tools like ChatGPT. The assistant is currently in testing with attendees of the Los Angeles event, following the launch of a similar AI tool for Facebook creators last week.
A desktop version of Edits is described as "coming soon," marking a shift from the app’s previous mobile-only architecture. This update will allow for more precise editing controls and seamless syncing with mobile devices, addressing the needs of creators engaged in advanced editing workflows. The move positions Edits to better compete with CapCut, which already offers a desktop interface, and aligns with Meta’s goal of facilitating more efficient content creation processes.
Other features launching immediately include a 'Beta' tab for experimental tools, allowing creators to provide feedback on features still in development. The update also introduces detailed audience demographics, such as engagement times, joining existing analytics that track viewer watch duration, follower gains, and drop-off points. Creators can now search specific topics within the Inspiration feed and create multiple versions of content to test performance before publishing.
While Meta did not disclose specific user numbers for the Edits app, the company claims that content created with the tool sees a 10% higher save rate and a 2% higher reshare rate compared to content not made on the app. Furthermore, Meta states that more than half of people watching Reels on Instagram are seeing Edits-created content daily. The app remains free to download on iOS and Android, with the immediate features now available to all users.
