Meta is preparing to launch Edits, a new mobile video creation application designed specifically for content creators. The app, set to debut this month on iOS with Android support to follow, offers professional-grade tools to simplify the video creation process on mobile devices.

Creator-Focused Functionality

According to @creators, the upcoming application features project management capabilities that allow users to organize and manage multiple video projects in one place. This functionality enables creators to easily resume work on previous projects.

Source: @creators

Among the highlighted tools is a precision cutout feature that tracks and isolates specific people or objects to create more dynamic videos. Content published directly from Edits to Instagram will display a “Made with Edits” label, distinguishing it from other Reels.

Source: @creators

In January, Instagram’s head Adam Mosseri confirmed the app is “more for creators than casual video makers,” positioning it as a professional tool in the creator ecosystem. 

Mosseri revealed that the application will include a dedicated inspiration tab, idea management tools, enhanced camera systems, collaborative editing features, and integrated performance analytics for Instagram-published videos.

Strategic Market Positioning

Meta announced Edits earlier this year as ByteDance’s CapCut disappeared from U.S. app stores amid broader TikTok restrictions. 

This launch follows Meta’s established pattern of strategic market responses, similar to how the company introduced Instagram Reels after India’s TikTok ban in 2020 and launched Threads as an alternative to X in 2023.

Currently, Meta collaborates with select content creators to gather feedback before the official release. The app is available for pre-order on the iOS App Store, though users cannot download it until this month’s official launch.

The timing coincides with competitive shifts in the video editing space, including Andreessen Horowitz-backed Captions’ recent transition to a freemium model as it seeks to expand its user base following the uncertainty surrounding ByteDance’s apps in the U.S.