In an exclusive conversation with ET, Edits lead Brett Westervelt said the initial objective was not to replicate professional desktop software on a smaller screen, but to simplify the process of making videos without reducing capability.
“We didn’t want to recreate desktop editing software on mobile. The goal was to simplify the process of making videos while still keeping the tools powerful enough for creators.”
The idea was to make tools accessible to a wider range of users while still remaining relevant for more experienced creators, reflecting a shift already visible across the creator ecosystem. While tools like Adobe Premiere Pro continue to be widely used for longform production, a growing share of content creation is moving toward mobile-first workflows, particularly for shortform video.
One of the key design decisions behind Edits has been to avoid recreating desktop complexity in a mobile format. Instead, the app focuses on reducing friction in common tasks. Features such as an in-app teleprompter, for instance, address practical challenges like reading scripts while recording. Over the past year, the app has been updated frequently, with more than 130 features added, many of them based on direct feedback from creators.
“A lot of what we’ve built over the past year has come directly from creator feedback. We’re constantly iterating based on how people are actually using the app.”
Another aspect of the product is its attempt to consolidate multiple stages of the creative process. Rather than limiting itself to editing, Edits includes tools for capturing ideas, organising references, and reviewing performance. The “Ideas” tab allows users to pull in saved reels and audio, create notes, and build early concepts into more structured formats such as scripts or storyboards.According to Westervelt, this part of the app remains underutilised despite being central to how many creators work.
“The Ideas tab is actually one of the most powerful parts of the app, but it’s still underused. A lot of creators don’t realise how much they can plan and structure their content within it.”
The question of learning and skill development remains relevant, particularly for newer creators. While Edits lowers the barrier to entry, users can still reach a point where incremental improvement becomes harder without guidance. Meta’s approach so far has been to rely less on formal training formats and more on community-driven learning.
“We’re seeing that creators learn from each other on Instagram itself. Tutorials, breakdowns, trends, those are becoming the way people pick up new skills.”
This has been visible in the way certain effects and formats gain traction. Features such as AI-based visual effects or text styles have seen wider adoption not only because of their output, but because creators share the process behind them. Edits supports this by allowing users to access templates and examine how specific edits are constructed.
Artificial intelligence is being integrated into the app, although its role is currently limited to assisting rather than automating. Existing features include object segmentation, which allows users to isolate elements within a frame, and tools that automatically remove pauses or filler words from videos.
“We’re using AI to reduce manual effort, not to replace creativity. It’s about helping creators move faster, not making decisions for them.”
Language accessibility is another area under development. Instagram has already introduced AI-based dubbing, which allows videos to reach audiences across different regions, and Edits is expected to extend this functionality over time.
“We’re exploring ways to make content more accessible across languages, including features like dubbing and bilingual captions.”
Although Edits is primarily aligned with shortform video, reflecting usage patterns on Instagram, it is not restricted to it. The app currently supports exports of up to 10 minutes, and there are plans to expand this further based on user demand.
“We’re not limiting this to shortform. If creators want to do more, we want to support that over time.”
The broader context for Edits is Meta’s ongoing effort to reduce the barriers associated with content creation. The underlying assumption is that a smartphone can function as a complete production tool without the need for specialised hardware or software. This has particular relevance in markets like India, where platforms such as Instagram have contributed to the growth of a creator economy by lowering entry costs.
At this stage, Edits remains a work in progress, with its direction shaped incrementally through user feedback.
As mobile-first creation becomes the default rather than the exception, Edits reflects a broader shift in how content is conceived and produced. The next phase will depend less on adding features and more on maintaining simplicity while scaling capability, a balance that will determine whether the app remains accessible as it evolves.
