Instagram has launched a new AI-powered assistant within the Edits app to help content creators understand the performance of their Reels and discover ideas that can engage their audience more effectively.

The assistant analyzes account data and posted content, such as views, likes, shares, comments, followers, and viewer retention rate, along with audience interests and trending topics on the platform.

AI Analyzes Reels Success and Suggests New Ideas
 

Content creators can ask the assistant why a particular clip performed better than others and what elements attracted the audience's attention, turning these insights into suggestions for new content.

The assistant can also provide ideas for Reels, catchy captions, suitable comments, scripts, and suggest trending audio clips that align with the creator’s content and style.

Beyond analyzing posted clips, it can review the performance of test videos and help creators identify areas for improvement before publishing content.

The Assistant Doesn't Create Content Instead of Creators
 

Despite relying on AI, the assistant does not make creative decisions or create Reels for users. Meta says its goal is to give creators a better understanding of their content’s performance while leaving the choice of ideas and how to execute them up to them.

The assistant is currently available to Edits users in the United States, and can be used for free within a daily usage limit, while Meta provides broader access to some users through a Meta One subscription.

In doing so, the Edits app transforms from just a video editing tool into an account-based data-driven assistant that understands what works with audiences, then turns this information into ideas that content creators can use in their next posts.