Instagram launches an AI assistant that improves your videos and helps you gain more followers

Instagram announced that its video editing tool Edits will integrate an AI assistant to improve Reels performance on the platform. The assistant lets users give natural language instructions and receives content suggestions before publishing. It analyzes account metrics such as new followers, video views, likes and shares, and links them to trends and audience interests. The AI can detect patterns over time and explain why a Reel received more likes or comments than others. It also generates video ideas, hooks, captions and scripts based on a user's history and can search for trending audio to align videos with performance.

Meta said the assistant was built with input from creators who tested early versions and that final creative decisions remain with the user. Access requires tapping the chat icon and asking a simple question such as "What is working now on my account?" The assistant is free but limited to a daily query count, with Meta One subscribers receiving higher limits. A desktop version of Edits was revealed at a June creators event. The feature aims to help users who are unsure what type of video to post to grow their follower count.

Instagram previously released Edits as a free short‑video editor to compete with CapCut, offering a timeline editor, AI‑driven effects, precise clip controls, watermark‑free export for videos under ten minutes and sharing to other platforms. The AI assistant will debut in the United States and is expected to expand to other countries soon.