Instagram’s new CapCut copycat is called ‘Edits’
Edits seems like a continuation of Meta’s aggressive strategy to position itself as the go-to platform for creators.
Meta is no stranger to stepping into markets where it sees opportunity. From the swift rollout of Instagram Reels to fill the void left by TikTok in India in 2023, to the launch of Threads, a contender for text-based social platforms, Meta has shown a knack for filling gaps and capitalizing on shifts in the digital landscape.
Now, with TikTok and its popular editing app CapCut at risk of getting banned in the U.S., Meta has introduced Edits, a rival video editing app designed to cater to creators who rely on their phones to produce professional-quality content.
According to Instagram head Adam Mosseri, Edits will feature a broader range of creative tools and a design that caters to a slightly different audience than CapCut’s.
The app will offer tools for advanced editing, such as green screens and video overlays. It will also include a dedicated tab to help creators stay inspired and track ideas, along with a feature for sharing drafts with friends or collaborators for feedback. Once videos are published on Instagram, creators can see performance insights, integrating creation and distribution in one seamless experience.
Loy Okezie
Mosseri noted that Meta has been working with select creators to fine-tune the app. The app is currently available for preorder on the iOS App Store, with an official launch planned for next month. An Android version will follow shortly after.
The numbers show just how lucrative this space could be for Meta. By late 2023, CapCut had over 1 billion downloads on Google Play alone, and around 25% of TikTok’s 1.057 billion users actively used the app according to Sendshort.ai. It also brought in an estimated $100 million in revenue in 2023.
Of course, Meta’s plans aren’t without hurdles while TikTok and CapCut’s troubles create an opportunity, it’s unclear how many users will jump ship, especially if TikTok finds a way to remain in key markets.
But for now, Edits seems like a continuation of Meta’s aggressive strategy to position itself as the go-to platform for creators, no matter what happens to competitors.
