Meet the Edits assistant, the one that knows your Instagram

I’m Brett Westervelt, and I lead the Edits app.

Today the Edits assistant is rolling out to everyone using Edits in the US.

There’s no shortage of AI tools that can write a generic hook or spit out a content calendar. But they don’t know your Instagram. The Edits assistant is a creative partner that knows you and your audience. It can help you analyze your insights, brainstorm ideas, and get inspired from what other people are creating on Instagram. Instead of generic advice, you’ll find perspective grounded in who you are as a creator.

Ask what connected most with your audience this month. Ask why one reel held attention and another didn’t. Ask what’s trending on the platform. Ask what to make next.

See what’s working on your account, and why. The assistant knows your account’s Instagram metrics, things like follows, views, video retention, likes, shares — and combines them with your comments, what’s trending on Instagram and what your audience is into. It can spot patterns in your performance over time and surface actionable insights that are hard to see from the metrics alone.

Get ideas rooted in what’s already performing well for you. Get ideas for video concepts, hooks, captions, and scripts pulled from your own track record rather than a generic list of trends. Research your own ideas to see which concepts have found success on the platform. Refine videos for your followers based on how variations of trial reels are performing. You can also find trending audio recommendations that match your niche and style, saveable straight from the chat.

Over the past several months we’ve worked with a council of creators who tested early versions of the Edits assistant, told us what was helpful, and shaped what the assistant does. This first version reflects some of creators’ most requested features and we’d love your feedback on what to support next.

For example, @turnipvegan used the Edits assistant to discover that his non-food content — documenting his journey building a greenhouse in the desert — outperformed his cooking videos. He told us “It’s like a cheat code for creators.”

Beauty creator and professional makeup artist @jaleesajaikaran saw her videos perform very well after the assistant recommended mixing a 7-second reel in amongst her 1 minute videos. She had never thought to vary the length. “Yes, we could read our insights but giving me ideas based on those insights is mind-blowing. I could go check my 30 days, my 90 days, how much I grew... but what are you going to do with that information?”

One thing we heard consistently: creators want a tool that handles the analysis, not one that does the creative work for them. Edits assistant does the digging for you. The creative calls are still yours.

The Edits assistant is free to use in Edits with a daily prompt limit. Power users will soon be able to unlock more usage with a Meta One subscription. Open the Edits app, tap on the chat icon, and start with a simple question: “What’s working on my account right now?”

We’re going to keep building this with creators and we can’t wait for more people to try it. Tell us what you want it to do next.