Meta introduces a desktop version and an AI assistant to its Edits, a competitor to CapCut.

Meta introduces a desktop version and an AI assistant to its Edits, a competitor to CapCut.

      Meta's Edits app is introducing an AI assistant that analyzes Instagram data and suggests video ideas, along with a desktop version. More than half of Reels viewers encounter Edits content every day.

      Meta is enhancing Edits, its video-editing app designed to rival ByteDance’s CapCut, by adding an AI assistant and a desktop version. These features were previewed during an exclusive creator event in Los Angeles on Wednesday. The AI assistant is currently being tested by attendees, and the desktop version is expected to arrive soon.

      The AI assistant leverages a creator's Instagram data, including views and video-retention statistics, to evaluate successful content and propose new ideas. It can suggest topics based on performance trends and highlight trending audio. The aim is to retain creators within Meta's ecosystem rather than having them seek external tools like ChatGPT for brainstorming or analytics.

      Last week, Meta introduced a similar AI assistant for Facebook creators. YouTube Studio includes an AI-powered Inspiration tab, while TikTok features its own creative assistant. Incorporating this feature into the editing app, rather than solely on the social platform, is a strategic move to enhance Edits' appeal.

      The desktop version aims to close a significant gap between Edits and CapCut, which has provided desktop editing since its launch, allowing creators greater control on larger screens for more complex workflows. Meta assures that creators will be able to synchronize projects easily between mobile and desktop.

      Several features were rolled out today alongside the announcements. A Beta tab allows creators to access experimental features still under development. Expanded audience insights now provide demographic breakdowns and peak engagement times. Creators can also search specific topics in the app’s Inspiration feed to find trending Reels and templates, as well as create multiple versions of a video to A/B test performance prior to publishing.

      While Meta did not disclose download figures for Edits, it noted that content created with the app has a 10% higher save rate and a 2% higher reshare rate compared to content not produced on Edits. Over half of those watching Reels on Instagram see content made with Edits daily.

      Edits was launched last year in response to the competition posed by TikTok and CapCut. Its timing coincided with a brief scare in the US that temporarily took both TikTok and CapCut offline. Meta acted quickly to fill this void. The introduction of the AI assistant and desktop version represents the next steps in evolving Edits from an opportunistic launch into a permanent tool that encourages creators to generate content for Instagram instead of its rivals.

      

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Meta introduces a desktop version and an AI assistant to its Edits, a competitor to CapCut.

Meta's Edits app will introduce an AI assistant that utilizes Instagram data to propose video ideas, along with a desktop version. Over fifty percent of Reels viewers engage with Edits content on a daily basis.