Instagram has introduced an AI-powered assistant within its Edits video creation app, helping creators better understand content performance and audience behaviour. The tool analyses metrics such as views, retention, likes and shares to identify patterns, highlight where viewers disengage and suggest improvements. By bringing these insights into the editing process, creators can make more informed decisions about formats, opening hooks and content themes.

The update demonstrates the growing integration of AI into the creator economy, with analytics and optimisation tools becoming embedded directly into creative workflows. As content creation becomes more data-driven, creators can iterate faster and respond to audience signals in real time, helping brands and creators develop more effective content strategies and stronger future partnerships.