Instagram’s Edits app is receiving an AI assistant that studies your Reels’ performance, audience behavior, and broader platform trends to recommend what to post next. The feature is designed to work directly within the editing tool, using the data already available from your uploaded content. By analysing metrics such as view duration, engagement rates, and follower interactions, the assistant aims to surface patterns that might not be immediately obvious to creators.

The assistant’s suggestions are presented as actionable ideas for future Reels, helping creators decide on topics, formats, or timing that align with what their audience has responded to well in the past. This approach reduces the guesswork involved in content planning and allows creators to focus more on production rather than exhaustive analytics review. Because the tool operates inside the Edits app, users can move from analysis to editing without switching between different interfaces.

For creators who rely on Reels to grow their reach, the AI assistant offers a way to continuously refine their content strategy based on real‑time feedback. By highlighting what works and what could be improved, it supports a data‑driven workflow that can lead to more consistent performance over time. The feature also encourages experimentation, as creators can test new ideas that are informed by their own historical data rather than relying solely on generic platform trends.

As of October 1, 2026, the AI assistant is now available within Instagram’s Edits app. Creators can access it while reviewing or editing a Reel, where the assistant will display its recommendations alongside the usual editing tools. This integration signals Instagram’s ongoing effort to provide creators with built‑in resources that simplify content creation and help them make informed decisions about what to share next.