Meta added an AI assistant to Edits, its video editing app, that analyzes how your Reels perform and suggests what to film. It's the platform itself stepping into the content planning stage.
What Edits assistant does
According to Canaltech, in a report from October 2, 2026, the assistant:
- works as a chat inside the app;
- analyzes your Reels numbers, like views, retention, new followers, likes and shares;
- answers performance questions, for example why one video held attention better than another;
- suggests themes, hooks, captions, scripts and trending audio;
- is free, with a daily limit on questions.
Where is it available?
According to the same report, the feature rolled out to users in the United States. The report says there's no announced date for Brazil, and we didn't find dates for other countries. If you're in the US, you can try it today.
What this means
A tool like this shows that "knowing what to post" has become a problem even the platform recognizes. Editing video got easy. Deciding what to film is still the hard part.
One thing to note: the assistant's analysis is based mainly on your account's own data. If you're just starting out, with few videos published, there's little history for it to analyze.
What to do in the meantime, or alongside it
Three sources work today, for any profile size and in any country:
- Your own history: the posts that brought the most messages and sales.
- Reference profiles in your niche: what they post and what works for them.
- Your customers' questions: the most reliable source of topics there is.
With these three, you can plan a whole month.
Topics from your brand and your references, available now
Creathoria starts from your brand briefing and the study of reference profiles in your niche, so it works even if you have little history. The References radar also summarizes, as often as you choose, what those profiles posted and the ideas for your brand.