Instagram adds an AI assistant for creators to its Edits app

The assistant reads the creator’s own account data: follows, views, retention, likes and shares. From those patterns it suggests video concepts, hooks, captions, scripts and trending audio for the creator’s niche, and it also draws on audience comments and Instagram trends, Unite.AI reports.

Use is free up to a daily limit. More comes with a Meta One subscription, whose tiers run from $14.99 to $499 a month, Unite.AI adds. Meta first showed the assistant at an invite-only creator event in June, TechCrunch reports, and a creator council trialled early versions.

Brett Westervelt, who leads Edits, told TechCrunch that creators asked for help with analysis and wanted to keep the creative work themselves. That sets Edits apart from YouTube’s conversational assistant, due in early 2027, which helps edit the video itself.

For brands that brief creators, the hooks and captions on Reels can now come from Meta’s own reading of what worked on that account. Briefs that ask for a set hook may meet a creator holding different advice from the platform.