The Instagram Edits assistant is rolling out to everyone who uses the Edits app in the US. Instagram’s creators team announced it on September 30, and the post says nothing about other countries yet.
It is free with a daily prompt limit, but the paid upgrade Meta keeps mentioning is not on sale yet.
What the Instagram Edits assistant does
Brett Westervelt, who leads the Edits app, calls it a creative partner that knows your Instagram. It reads your account metrics, including follows, views, video retention, likes and shares. It also combines them with your comments and with what is trending on the platform.
From there, it can spot patterns in your performance over time. It also suggests video concepts, hooks, captions and scripts drawn from your own track record. In addition, it can compare how variations of trial reels perform. Finally, it recommends trending audio that you can save straight from the chat.
Meta’s sample screens show the assistant summarizing three months of followers, reach and top reels. They are demo conversations, so the numbers are examples. To try it yourself, open Edits, tap the chat icon and ask, “What’s working on my account right now?”
Who gets it, and what it costs
The announcement says “Power users will soon be able to unlock more usage with a Meta One subscription.” However, that plan does not exist yet for Edits. Meta’s September 15 Meta One post says the subscription will expand to Edits over time.
That earlier post also names the plan. According to Meta, Edits Plus is coming soon to Meta One, with more cloud storage for syncing projects across devices. It will also include additional use of the Edits assistant. The company has not given a price for it.
Meta One’s top plans are a different product. Meta lists Expert from $149 a month and Max from $499 a month. It describes both as the highest capacity for Meta Business Agent, for teams managing at scale. Therefore, those prices do not describe what a creator will pay for more Edits assistant prompts.
One thing we heard consistently: creators want a tool that handles the analysis, not one that does the creative work for them.
Brett Westervelt, Instagram Edits
What creators told Meta
Meta says a council of creators tested early versions over several months. One of them, @turnipvegan, used the assistant to find that his greenhouse-building videos outperformed his cooking videos. Another, @jaleesajaikaran, tried a 7-second reel among her one-minute videos after the assistant suggested varying length. Her videos then performed very well, according to Meta.
These are Meta’s own case studies, so treat them as marketing, not independent results. Meta also says the creative decisions stay with the creator.
Tech My Money has covered Meta’s other creator moves. For example, Instagram tagged posts can now live on your profile grid, and Meta AI got a Mac app for small businesses.
