Instagram’s Edits assistant is a chatbot in the Edits app that looks at Reels performance, comments and current trends to suggest what to make next. It is free with a daily prompt limit, though Instagram has not said how many prompts users get. Meta has announced a US rollout and says extra usage will be available through Edits Plus in Meta One.
What the Edits assistant analyses
Edits combines an account’s own metrics with comments, trends and audience interests. Brett Westervelt, who leads Edits, says the assistant can spot patterns over time that may be hard to see from the numbers alone.
| What it reads | Why it matters for a creator |
|---|---|
| Views and follows | Which reels bring in new people, not just repeat viewers |
| Video retention | Where viewers drop off, which usually points to a weak hook or a slow middle |
| Likes and shares | What your audience finds worth passing on |
| Comments | What people are actually asking for or reacting to |
| Trends and audience interests | What is working on Instagram right now in your niche |
You talk to it in plain language. Instagram’s own examples include asking what connected most with your audience this month, why one reel held attention and another didn’t, and what you should make next.
What it can suggest
The assistant can suggest video concepts, hooks, captions and scripts based on your account’s past performance. It can also compare trial reel variations and recommend trending audio that fits your style, which you can save from the chat.
Instagram shared two examples from creators who tested early versions. Food creator @turnipvegan found that his non-food videos about building a greenhouse in the desert were beating his cooking videos. Makeup artist @jaleesajaikaran says her videos did well after the assistant suggested slipping a 7-second reel in among her one-minute videos, something she had never tried.
What it does not do
The assistant can explain your numbers and suggest ideas, but it does not cut footage or generate a finished video. Instagram says creators asked for analysis rather than automated creative work. Edits lead Brett Westervelt says the assistant does the digging, while creators make the creative calls.
How much of it is free?
Meta says the Edits assistant is free inside the app, with a daily prompt limit, and that creators will be able to get more usage through Edits Plus in Meta One. It has not published the prompt cap or an Edits Plus price. Meta’s subscription announcement says pricing and availability vary by region, app and account, so current Meta One bundle prices do not establish what Indian users would pay for extra assistant usage.
For occasional questions about a reel or a new idea, a daily limit may be enough. The cap will matter more to creators who want to use the assistant throughout the day or across several accounts.
Can you use it in India?
The assistant is not available in India yet. Meta has announced a US rollout but no dates for other countries. Until it reaches India, compare views, follows, shares and retention across several reels in Instagram Insights. You can also use trial reels to test one change at a time, such as a different hook or video length.
Our guide to Adobe Premiere on Android covers an editing option available in India. For more on Meta’s wider AI plans, see our Meta Connect 2026 roundup.
FAQ
Where do I find the Edits assistant?
Open the Edits app on iOS or Android and tap the chat icon. Instagram suggests starting with “What’s working on my account right now?”
Does it work inside the main Instagram app?
No. It is part of Edits, Meta’s separate video editing app, though it draws on your Instagram account data.
