Instagram has introduced an AI creative assistant in its standalone video-editing app, Edits, offering creators personalised guidance on their content.
Announced on 30 September, the feature analyses Instagram account performance, including views, likes, shares and video retention. Creators can ask why particular videos performed differently and request suggestions for captions, opening hooks, trending audio and scripts, according to The Verge.
The assistant also considers audience interests and platform trends when offering recommendations. Through a chat interface, users can explore their results and seek inspiration for future posts.
According to Android Central, Meta developed the tool in response to creators seeking help interpreting their analytics while retaining control over their creative decisions. It adds an advisory function to Edits’ existing video production tools.
Access is free within usage limits, while Meta One subscribers can obtain additional usage.
For independent creators and small businesses, the potential benefit is a shorter route from reviewing performance figures to planning the next video. Its practical value will depend on how useful those recommendations prove for each creator’s audience and goals.
