Launching Edits Assistant With Meta and Instagram

Instagram Insights reports what happened

A creator can see how a Reel performed in Instagram Insights. The harder question arrives after the numbers: what does the response say about the next video?

Edits Assistant can read a creator’s Reel insights, identify patterns in the audience response, and suggest what they might make next. Meta and Instagram needed to explain that job without turning the launch into a list of product features.

The video starts with the questions creators ask after checking a post’s performance.

Camp Edits put the app in front of a room of creators

I served on the Edits Council while Meta and Instagram developed the app. I advised the team on editing workflows and the points where an interface can help or interrupt someone making a video.

Scalable interviewed me about that council role and reported on the team’s creator feedback process on March 31, 2026. Read Jasmine Enberg and Kaya Yurieff’s Edits reporting.

I later taught at Camp Edits, where I used my Better Than Everyone series to explain hooks, pacing, captions, retention, and emotional connection. I knew the product from council conversations, my own work, and a room full of creators trying it during a live lesson.

Edits Assistant reviews a published post and suggests ideas for another video.

The Reel opens inside Instagram Insights

I open with a familiar scene: a creator checking Instagram Insights and trying to work out why a post performed the way it did. The video does not ask viewers to care about an assistant because it is new. It shows the assistant handling a decision they already have to make.

Edits Assistant reads the finished Reel’s performance, finds patterns in the response, and suggests possible follow-up content inside the app creators use to edit videos. That sequence turns the feature into a practical answer rather than another analytics screen.

Instagram Creators, Meta’s official creator-education account for the platform, published the collaboration as Edits Assistant started rolling out in the United States on September 30, 2026. The partnership drew on my product feedback and creator teaching for an official launch video.

The closing frame shows creators where to find the assistant in Edits.

The launch earned 1,600 reposts in eight days

Eight days after publication, the Reel had reached 12.3 million public views and 1,600 public reposts. It already ranked third by views among five creator-led Instagram Creators feature releases reviewed from May through September.

Relative to its public views, the Edits Assistant Reel earned about 45% more reposts than the next post in the set. People passed the explanation along.

Public counts cannot isolate the effect of one creative choice. Within the same account, though, the launch performed well against other creator-led feature releases.

Read my article about the Edits Assistant launch