Meta releases ‘Edits’ app globally to take on TikTok in creator economy battle 

Now available globally on iOS and Android, Edits gives content creators a robust suite of tools to make short-form videos using effects, AI-powered features, and watermark-free exports, all accessible for free at launch.

This move is part of Meta’s broader strategy to tap into the growing creator economy and capitalize on ongoing regulatory uncertainty surrounding TikTok in the U.S.

The company first revealed it was developing Edits back in January, shortly after CapCut was temporarily removed from U.S. app stores due to TikTok-related restrictions.

While CapCut has since returned, TikTok’s future in the U.S. remains uncertain, and Meta is seizing the opportunity to offer an alternative.

Although Edits is developed by Instagram’s parent company, Meta insists the app isn’t just for Reels or Facebook videos.

Instead, it is designed to help creators develop content for any platform, including TikTok and YouTube Shorts.

“Our goal is to build the most compelling creative tools to help creators express themselves freely in all the ways they can imagine, not just on Instagram and Facebook, but on any platform out there.  

“The process of making videos can be challenging, often requiring multiple apps and complicated workarounds. With Edits, you now have a dedicated space with powerful capabilities for video creation…” the company stated in a blog post on Tuesday.

Meta has promised more features in the near future. These include a “Modify” tool that uses AI to change the look and feel of videos, a “Keyframes” feature that allows users to adjust the position, rotation, or size of clips at specific moments, and a collaboration option that enables creators to share drafts with brands or fellow creators for feedback.

The company is also working on expanding the app’s creative library with additional fonts, text animations, voice effects, transitions, filters, and music options.

While Edits is free for now, Instagram head Adam Mosseri has hinted that future versions of the app may include paid features.

Meta has made other efforts to lure creators from TikTok. Earlier this year, the company began offering popular TikTok influencers up to $50,000 per month to post their videos exclusively on Instagram.

The social media giant also launched a separate bonus program that paid creators up to $5,000 to post dozens of videos on Instagram and Facebook.