Meta’s Edits app is getting an AI assistant and a desktop version

Meta on Wednesday previewed upcoming additions to its video editing app Edits at an invite-only creator event in Los Angeles, 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 that will be launching in the app today, such as the “Experimental” tab for experiments and expanded audience insights.

Mods first arrived last year as a direct competitor to ByteDance’s CapCut. With the addition of new and upcoming tools, Meta looks to retain and attract new users.

The upcoming AI assistant will help creators analyze their visions and brainstorm content ideas. The Assistant will use its own Instagram data, such as its views and video retention insights, To help them see what works and why. It will suggest video ideas based on performance, and suggest creating content with a popular voice.

By integrating the AI ​​assistant directly into edits, Meta aims to keep creators engaged on Instagram while continuing to compete with TikTok and YouTube for creators’ attention. Additionally, by offering content ideas to creators, Meta encourages more frequent posting, which can in turn boost user engagement. Direct access to the AI ​​Assistant also eliminates the need for creators to turn to external tools like ChatGPT when brainstorming content ideas and understanding performance.

Meta launched a similar AI helper for creators on Facebook last week. It’s worth noting that YouTube and TikTok also offer tools for content creators to help them brainstorm ideas. For example, YouTube Studio features an “Inspiration” tab that uses AI to help creators generate video ideas, while TikTok offers creators an AI assistant that can brainstorm ideas and detect trends.

The desktop version of Edits will give creators more precise control over the editing process as well as the ability to work on a larger screen, which can be useful during more advanced editing workflows. The company says content creators will be able to seamlessly sync their workflow between mobile and desktop devices.

The upcoming desktop version will also allow Edits to better compete with CapCut, which already offers a desktop version.

Among the new features launched today is the “Beta” tab, which will give creators early access to beta features still in development and allow them to provide the Meta with feedback. The introduction of the beta tab indicates that Meta wants to better compete with CapCut and accelerate feature development based on what creators actually want and what they will be using.

Creators will now also be able to see more detailed metrics like the demographics of their audience and the time of day their audience is most engaged. The new metrics join the app’s existing analytics, which include data like how long viewers watch a video, how many followers are gained from a particular video, where users stop watching a particular video, and more.

Additionally, creators can search for specific topics within the app’s “Inspiration” feed to discover clips and templates other creators are making around a specific trend or idea. They will also be able to create multiple versions of a single piece of content to test best performance before publishing.

Although Instagram hasn’t shared specific numbers on how many users have edits, the company says that content created with the app sees a 10% higher save rate and a 2% higher reshare rate compared to content without edits, and that more than half of the people who watch Reels on Instagram see content created with edits every day.

The mods are available to download for free on iOS and Android.

The AI ​​assistant announced today is currently undergoing testing with attendees at Thursday’s creator event, while a desktop version of the mods “will be available soon,” Meta says. The rest of the features are launching for everyone today.