Instagram Edits vs. CapCut: Who wins the editing battle?

Instagram has launched something new for video creators: Edits. An all-in-one video editing app that clearly targets CapCut users, the editing app owned by TikTok. And honestly? It’s a smart move by Meta. With TikTok under pressure in the US, this is the perfect time to keep creators within the Meta universe.

Pros and cons of Edits

Edits come with quite a few perks, especially for those already deep into the Meta universe. Everything happens within one app, from editing to publishing, which makes it super efficient for Reels creators. You can export videos without a watermark, unlike CapCut’s free version. You can also record longer videos (up to 10 minutes) and access features like AI animations, green screen, trending audio search and note-taking, making it feel like a tool truly built for social-first creators. On top of that, you get instant access to Instagram analytics, so you can immediately see what performs and what doesn’t.

That said, there are some drawbacks. Edits doesn’t yet offer the huge library of templates and effects that make CapCut so appealing. In terms of cross-platform flexibility, Edits is clearly built with Instagram as the final destination. And while the app is free for now, Adam Mosseri has hinted that some AI features may become paid in the future. Lastly, you need an Instagram account to use it, making it slightly less standalone compared to CapCut.

Why it matters for marketers

For marketers, especially in the social-first space, Edits is a smart addition to the toolkit. Everything runs inside Instagram, meaning fewer app switches, less friction and faster content production. You can tap into trends quickly thanks to built-in trending audio and Reels discovery, which is a major win for speed and relevance.
It also offers powerful features without needing a dedicated editor or designer, which is especially helpful for smaller teams. And since you can export without watermarks, your content stays versatile across platforms. Perhaps most importantly, you can track performance right away through IG analytics, allowing you to quickly adjust based on what works. Bottom line: Edits give marketers speed, control and creative flexibility without compromising on quality.