In the wake of ByteDance’s CapCut video editing app being removed from the Google Play Store and Apple App Store as a consequence of the TikTok ban, Meta has introduced a new app called Edits. Instagram’s head, Adam Mosseri, announced on Threads that the app is set to debut on iOS next month, with an Android version to follow shortly after. He also mentioned that the company is collaborating with a group of creators to obtain feedback on the app.
Mosseri stated: “Today we’re announcing a new app called ‘Edits,’ for those of you who are passionate about making videos on your phone. There’s a lot going on right now, but no matter what happens, it’s our job to provide the best possible tools for creators.” The app will feature a number of creative tools, such as a high-quality camera, a tab dedicated for inspiration, and a tab for idea tracking. Additionally, it will be able to share early drafts of works with friends or collaborators. After publication, he continued, creators would be able to see insights into how Edits-produced videos are performing on Instagram. In a separate statement, he highlighted that the app is designed primarily for creators rather than casual video enthusiasts, though this distinction is difficult to define in measurable terms.
Meta has a long history of strategically addressing market gaps with its innovative solutions. When TikTok was banned in India in June 2020, Meta quickly introduced Instagram Reels in early July as a competing offering. In 2023, the company also launched Threads, aiming to rival text-based platforms like X. Meta is likely aware that video creators will explore alternative tools if CapCut is unavailable. Even if the app is reinstated, the ongoing uncertainty will definitely present a chance for other platforms to gain traction. It was only earlier this month that the a16z-backed video editing app Captions shifted to a freemium model to draw in more users and directly challenge CapCut’s dominance.
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