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Instagram Launches Edits
Edits combines advanced editing tools, project management, and creator-focused analytics—all in one application. It enables, for example:
- Multi-track video editing for professional video without the need for additional applications.
- Project bookmarks and notes make planning campaigns, seasonal promotions, or influencer collaborations easier.
- Discovering trends in Reels helps respond to current formats and music.
- Uploading videos up to 10 minutes expands possibilities for storytelling, tutorials, or behind-the-scenes content.
AI Editing for More Engaging Product Content
Visuals are fundamental in the online world. Even more so in e-commerce – where every detail sells. Edits bring features that help brands capture attention:
- Green screen and object/person cutouts enable creative scenes and virtual environments.
- AI animations from static objects bring product photos to life.
- Planned AI tools such as environment generation, advanced keyframes, or team collaboration will be useful for UGC campaigns or agency production.
These tools will be particularly appreciated by smaller e-shops and creators who don’t have their own editing team but want quality video content.
A major advantage is the ability to export videos without watermarks, making it easier to share them across platforms — from Reels to YouTube Shorts to e-shop product pages. Moreover, some platforms—including Instagram— may algorithmically disadvantage content with foreign watermarks. Edits thus help brands maintain visual consistency and maximise organic reach.
Source: Meta
CapCut versus Edits
Although Instagram Edits and TikTok’s CapCut may seem similar at first glance, they are tools with different focus and target audience. Edits was created in response to the needs of more advanced creators and brands who want to effectively manage their video content directly for Instagram Reels. It emphasises creative flexibility and planning.
Comparison of Edits and CapCut Tools:
| Feature | Edits (Instagram) | CapCut (TikTok) |
|---|---|---|
| Integration | With Instagram (Reels) | With TikTok |
| Target audience | Advanced creators, brands | Regular users, viral content |
| Project management | Yes | No |
| AI functions | Advanced (generation, keyframes) | Primarily effects and filters |
| Security and regulation | Pro-Western environment (Meta) | Risk of legislative interventions (ByteDance) |
| Monetisation | Currently free, AI may be paid | Freemium, paid effects |
Edits is already available on iOS and Android. Meta describes the tool as Instagram’s most ambitious creator tool to date. The application is initially available for free, but Instagram chief Adam Mosseri has indicated that some AI features may be paid in the future. Most tools, however, are expected to remain free.
