Social Rocket
Meta is expanding Edits with an AI assistant that is meant to bring Instagram performance directly into the production process. Metrics, comments and trends can feed into the idea generation for new videos.
The assistant knows Instagram performance
According to Social Media Today, the Edits Assistant can take into account, among other things, follows, views, video retention, likes and shares. Comments, current Instagram trends and the interests of your own audience are added to this.
The assistant is meant to recognise patterns from this and provide hints for new content. Meta had already announced this direction when it unveiled Meta One and Edits Plus.
Analytics moves closer to production
For social media teams, the position within the workflow is especially interesting: performance signals land directly where new clips are created. This can speed up iterations, but it does not replace editorial decisions.
Meta is expanding similar AI support with Muse for Creators. For visual assets, Google Pics shows the same trend towards AI directly in the production process.