Instagram’s New AI Assistant Analyzes Reels and Suggests What to Make Next

Meta is introducing an AI assistant to Instagram's Edits app, designed to analyze Reel performance data and provide creators with content recommendations. This assistant can suggest video concepts, hooks, captions, and scripts based on metrics like views, likes, shares, and retention. By integrating with Instagram's Edits, Meta aims to offer creators insights into why their videos succeeded or failed, directly within the app.

This conversational AI assistant can respond to questions about performance in plain language, leveraging account-specific metrics, broader Instagram trends, and audience interests. For example, creators might ask why a video about building a greenhouse outperformed their food content, or why one Reel held attention longer than another.

The assistant might then suggest similar video concepts, hooks, and scripts. Meta believes this approach will make the AI assistant a valuable tool for creators, helping them understand performance and plan content while keeping them within Meta's ecosystem. The assistant is currently available in the U.S. and is free, with additional features available through a Meta One subscription.