Edits: Meta's app for Reels becomes more powerful with AI assistant, desktop, and A/B testing in a single update

Meta has previewed an integrated AI assistant in the Edits app, its video editing tool for Instagram creators. The feature analyzes the creator's account data, including views and video retention indicators, to suggest what works and why, and offers content ideas based on performance trends and trending audio. Currently, the feature is being tested with participants from a private event for selected creators that the company organized in the USA on June 11.

This update extends to Edits what Meta had already launched on Facebook on June 4: a Creator Assistant with similar analytical and brainstorming features. The Facebook version is conversational and allows creators to ask in-depth questions to explore their data more granularly. The Creator Assistant for Facebook is rolling out in the United States, Canada, and India.

What it analyzes and suggests

The key point is direct access to metrics: the assistant reads the creator's Instagram data and uses it as a basis for recommendations, rather than limiting itself to generic suggestions. A creator can ask why a particular video performed better than others, which audio is gaining traction, or what formats work in their segment. The new features add to an already rich set, which we discussed at the launch of Edits.

Alongside the AI assistant come other operational updates: the ability to create multiple versions of the same content to compare performance before publishing, audience insights now enriched with demographic breakdowns and peak engagement times, and the Inspiration feed with a search function for specific topics, useful for discovering Reels and templates on certain trends.

Desktop version and Beta tab

The other announced novelty is the desktop version of Edits, expected soon without, at the moment, a specific date. It will allow working on a larger screen with greater control over editing, with project synchronization between mobile and desktop, designed for those who alternate shooting from smartphones to finishing on a computer.

A Beta tab is also being introduced in the app, which will provide early access to experimental features still in development: the channel that Meta will use to collect feedback before the general release.

On the adoption front, in the context of Meta's AI tools expansion, the company states that over half of the users who watch Reels on Instagram each day see content created with Edits. Videos produced with the app achieve a 10% higher save rate and a 2% higher share rate compared to those created outside the app. Edits is free on iOS and Android.