In the tech world, when a significant player falters, the moment rarely passes without competitors jumping to capitalize on the gap left behind.
Much like in nature, where an aging tree makes room for an ambitious sapling to grow, the same scene plays out in the world of apps. The fall of one doesn’t just mean their absence; it’s an open invitation for a new competitor to step into the spotlight.
This is exactly what happened after TikTok was banned and CapCut was removed from app stores. Instagram didn’t waste any time; it quickly introduced “Edits,” signaling, “If there’s a need for a video editor to dominate the field, why not make it ours?”
Edits: A Comprehensive Video Editor for Creators
On January 19, Adam Mosseri, the head of Instagram, announced the launch of the free video editing app “Edits” via a video posted on Threads. The app closely resembles CapCut in functionality.
Instagram aims to make “Edits” the ultimate tool for content creators, offering a full suite of tools including green screen overlays, transition effects, video editing features, and the ability to export without watermarks.
The app supports 1080p video recording and provides a section to track trends or save drafts to work on later.
Although videos edited with “Edits” can be shared on any platform, Instagram is likely to promote these videos within its own app, similar to what TikTok does with videos edited using CapCut.
Mosseri mentioned on his Threads account: “If you decide to share your videos on Instagram, you’ll gain valuable insights on how those videos perform.”
According to the iOS App Store listing, “Edits” allows users to record videos up to 10 minutes long and offers customizable settings like resolution and frame rate.
Additional editing tools include auto-generated captions, video filters, sound effects, background noise removal, and the ability to animate photos using AI-driven graphics.
Advanced Performance Analytics for Creators
In addition to editing tools, “Edits” features an analytics dashboard that provides deeper insights into video performance. This dashboard presents data about video interactions, enabling creators to see the percentage of followers versus non-followers, as well as pinpoint which sections of their videos perform best.
Mosseri noted that the goal is to offer practical tools for users, no matter where they share their content.
A Competitor to CapCut with a Unique Approach
While there are clear similarities between “Edits” and CapCut, Instagram’s new app seeks to differentiate itself with a broader approach. Mosseri explained that “Edits” targets a different audience, offering a more comprehensive set of tools.
Unlike CapCut, which targets users seeking ready-made templates or computer-based editing, “Edits” is designed directly for creators active on short video platforms.
Strategic Timing of the App’s Launch
The launch of “Edits” comes at a time when TikTok and CapCut are facing legal challenges in the United States.
While TikTok has navigated some obstacles with political support from President Trump, apps like CapCut face an uncertain future, potentially prompting creators to seek alternatives like Instagram’s tools.
Mosseri stated: “There’s a lot going on right now, but regardless of what happens, our job is to provide the best tools for creators.”
In a move reflecting Meta’s strategy to leverage the uncertainty surrounding TikTok’s future, the company published paid ads on the iOS App Store just hours after January 19, 2025.
Users searching for “TikTok” saw an Instagram ad, which stopped later that day, according to a Bloomberg report. Meta declined to comment on this action.
Although TikTok has regained its services, it’s no longer available for download from app stores in the U.S., and CapCut has been entirely banned, leaving “Edits” in a strong position to compete with current video editing apps, such as Adobe’s Premiere Rush.
It’s important to note that a bill banning TikTok received widespread support in the U.S. Congress due to security concerns over ByteDance’s Chinese ownership, leading President Biden to sign the ban into law in April 2024.
Despite legal challenges, the U.S. Supreme Court upheld the ban by January 19, 2025, increasing uncertainty about the app’s future.
At the same time, President Trump announced on Truth Social that he plans to issue an executive order to extend the deadline for TikTok’s ban, though he did not specify whether this would include other ByteDance-owned apps like CapCut and Lemon8.
Gradual Rollout in 2025
“Edits” is currently available for pre-order on the App Store and will be gradually rolled out. Instagram plans to enhance its features through continuous updates. Mosseri mentioned that the first version of the app will be incomplete and asked users for patience.
The app is expected to be released for Android devices in February or March 2025.
Ultimately, with legal challenges mounting against TikTok and its affiliated apps, Meta seems poised to fill the void with its new competitor in the video editing space.
But the question remains: Will “Edits” earn the trust of creators and topple CapCut, or will it be seen merely as another attempt by Instagram to strengthen its dominance over video content?
In the ever-changing world of technology, nothing stays constant, and what seems like a giant today may be just a memory in the future.
