Meta adds an AI assistant to Edits to tell creators how to post
Meta announced an AI creative assistant inside Edits, its CapCut rival, that reads a creator's Instagram metrics and suggests ideas, hooks, captions and audio. It is free up to an unspecified daily prompt limit.
What Meta announced
Meta said on Wednesday that Edits, its standalone video editing app for creators, will include an AI "creative assistant". The tool pulls data from a user's Instagram account and suggests what to change in their posts. Edits launched last year as Meta's answer to CapCut, TikTok's editing app.
What the assistant can do
Creators can ask open-ended questions about what is trending on Instagram, why one video worked and another did not, or which piece of content resonated most with their audience. The assistant draws on likes, views, video retention and shares, and Meta says it can spot patterns over time that raw numbers alone do not show. It also suggests content ideas, ways to hook viewers, captions to use, trending audio tracks and how to script a video.
Meta calls the feature a "creative partner" that understands an individual creator's audience rather than offering generic advice. Engadget reports that the assistant looks at patterns of performance instead of tailoring its answers to a single video that did big numbers.
Who gets it and what it costs
The assistant has already been trialled by a group of creators in Meta's community. It is free to use in the app until a daily prompt limit that Meta has not specified. Creators who reach that limit, described as "power users", can buy a Meta One subscription for more usage. The most expensive Meta One plan, aimed at businesses and creators, costs 499 dollars per month.
Why it matters
Instagram is not first here. YouTube recently announced updates to its AI-powered dashboard that tells creators how to maximize engagement, a tool first announced in 2025 that also includes AI editing and A/B testing. Historically, platforms limited or hid detailed metrics about how a creator's own content performed, and tools researchers used to track popular content, such as CrowdTangle, were shut down or restricted. Advice on how to ride the algorithm is now a built-in feature.
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