Instagram launches the video editing application. He wants to attract creators from the thicket
Edits goes beyond a simple edition. In one place he combines project management functions, a notebook with ideas and analytics of film visits. With the assembly itself, it offers, among others Background cutting in Green -Screen mode, automatic cutting of characters from the frame, generating animations from individual photos using artificial intelligence and rapid addition of subtitles.
The whole works on iOS and Android and – what is important – The application is offered for free. This is a clear contrast to some paid modules in CapCut.
Instagram is counting on Tiktoka users
The time of release is not accidental. In the US, there is still a threat of turning off the thicket. President Donald Trump once again postponed the enforcement of the Act, giving Bytedance 75 days to find an American owner.
In practice, this means that in addition to Tiktok itself, related tools, including Capcut, may also disappear from the market. The meta therefore uses political uncertaintyby placing the content of the content, a ready replacement before you feel the lack of existing solutions at all.
Edits is part of a lot of actions that Instagram has been taking since the beginning of the year to take away the most popular influencers from Tiktok.
The company has already offered them even $ 10,000-50,000. Monthly for priority of the reels publication, and he promised a separate bonus program to $ 5,000. for increasing activity on Instagram and Facebook.
From the finish point of view The new tool has several strategic advantages. First of all, it makes the creators become independent of the Chinese supplier's software and draws them into a full, its own production chain – from recording through edition to distribution and monetization. Secondly, it facilitates the Viral effect: the more films are edited in Edits, the greater the chance that they will go to Reels, increasing the commitment and revenues from advertising in meta applications.
Thirdly, the company can gradually limit expensive bonus programs, because the growing comfort of the ecosystem will be in itself an incentive to transfer creativity to Instagram. And finally, If the thicket actually disappears from the American market, Instagram will have a ready arsenal of tools to immediately take over both recipients and advertisers.
For the authors of short video Edits means a more convenient, less distributed workflow, and for the finish – another link in the strategy “Stop the creator at home”, written in the event of both regulatory uncertainty and continuous competition for the attention of young users.
