Meta has introduced a new AI assistant for its Instagram creators within the Edits video editing app. The Edits assistant offers personalized guidance based on your audience and best-performing content, rather than generic AI advice. It can analyze insights and suggest video ideas based on previous content performance and current trends.

Creators can ask what videos have performed well or get feedback on underperforming reels. The assistant uses all Instagram data, including follows, views, likes, shares and retention stats, looking at performance patterns rather than tailoring advice to one viral video. It suggests concepts, hooks, captions and audio based on past content style.

The Edits assistant has been trialled by select creators and is free to use until a daily prompt limit. Meta hopes to drive subscriptions to its Meta One plans, with the most expensive costing $499 per month.