Instagram Creators Featured Me for the Launch of Edits Assistant

Instagram Creators featured me in a new brand partnership for the launch of Edits assistant.

The video explains how creators can use the assistant to understand what is working in their Instagram content, then use those patterns to brainstorm what to make next. Instagram Creators published the collaboration on September 30, 2026, when the feature began rolling out to Edits users in the United States.

The Reel appeared first on the verified Instagram Creators account, Instagram’s official guide for creators.

Edits covers more than the timeline

Instagram launched Edits in April 2025 as a standalone phone app for making videos. It includes a frame-accurate timeline, clip-level editing, green screen, transitions, project management, and direct publishing to Instagram and Facebook. Finished videos can also be exported without an added watermark.

Official Edits product image from Meta’s first-year Edits update.

Editing may be in the name, but the app now covers more of the work around a video. Creators can collect saved Reels and audio, write down ideas, review insights, and plan another post. In its first-year account of the app, Meta also described an inspiration feed, comment summaries, and personalized weekly ideas.

I helped steer the development of Edits

My work with Edits started while Instagram was building the app. I served on the Edits Council, where I gave the product team a creator’s perspective on strategy, editing workflows, and user experience.

I brought two parts of my background into those conversations. I make videos and know the small interruptions that can slow down an edit or pull attention away from the idea. I am also a software engineer, so I could talk about the interface, the behavior I expected from a tool, and the job each step needed to do inside a larger workflow.

That council role gave me a chance to help steer the app before I began explaining it publicly. I later taught at Camp Edits, using my Better Than Everyone series to cover hooks, pacing, captions, retention, and emotional connection. My Instagram Edits case study documents how the live lesson and paid Reel put the product inside a working creative process.

Edits assistant helps creators question their performance

Edits assistant analyzes Instagram insights and helps brainstorm new ideas. That description sounds simple, but it addresses a familiar problem: creator analytics give us plenty of numbers and very little time to interpret them.

A view count tells me how many times a video played. It does not explain which part of the premise people understood, where their attention dropped, or whether the comments reveal an idea worth continuing. Those questions require context from the video and the people who watched it.

The assistant can help organize that first pass. A creator can examine the signals around a post, ask what appears to be working, and generate possible directions without beginning on an empty screen. The output is a starting point for judgment, since a suggestion still has to fit the creator’s voice and the reason people follow them.

The useful question comes after “How did it do?”

Creator insights often become a scoreboard. We open them to see whether a post did well, feel whatever the number makes us feel, and move on.

I get more value from asking what the response can tell me about the next creative decision. Did people stay once the premise arrived? Did the comments continue the joke? Did viewers ask the same question often enough to support a follow-up? Edits assistant gives creators a place to work through those questions beside the tools they use to make the next video.

I liked making this partnership because the product had a clear job. The video explains how a creator uses one more source of information alongside taste, experience, and a relationship with their audience before deciding what deserves another draft.

Watch the collaboration on Instagram or TikTok.