Meta has a very long history by replicating rival applications to become gold. Edits is the most recent case

If you have opened Instagram throughout the day, you are likely to find reels or stories talking about Editsthe new finish line focused on short video edition. It was an expected response to Capcutmore than welcome to offer an alternative to an application that barely had rivals in the market.

Beyond the app, which is still a free Capcut clone with less functions (at least in this initial easy), the key point of this launch attends to a strategy that has been running for years: copying to kill.

Edits arrives at the right time. Instagram has had a lot of time to launch a video editing application. But, as usual, he has done it with him Timming more precise possible. In mid -January the government of Donald Trump Baneaba Tiktok And, next to her, Capcut.

Just a few hours after the baneo, Tiktok He returned to apps stores with an extension that is still in force. But little or nothing was discussed that Capcut was never available again. It has been right now, in full uncertainty what will happen to the apps of Bytedance (company behind Tiktok and Capcut), when Meta has decided to launch edits.

The goal only cares about creators. Content creators are the pillar that supports apps such as Instagram and Tiktok. And there is quite curious data in this regard, according to data from Sefici.

• The Nanoinfluencers (less than 10,000 followers), have a 5%participation rate, the highest.
• The microinfluencers (from 10,000 to 100,000 followers), 4%.
• The macroinfluencers, with more than 100,000 followers, are 7% in participation.

Why is it important to understand this? Because in the business model of this social network there are many users consuming content (and advertising), but few creating. And it cannot be consumed if there is nothing created.

And want to take them to your land. Capcut is the third more downloaded application in iOS worldwide (nine million downloads) and the ninth on Android (18 million downloads). In combined, 27 million users and the seventh application worldwide, above Telegram, Snapchat and Threads. They are barbarian figures for a video editing app.

Instagram has especially optimized edits so that the videos uploaded from this app have the highest quality. Additionally, it has integrated creator statistics into the app itself so that creators have access to the panel from edits. Something very similar to what Tiktok does with Tiktok Studio. It is a shout to heaven so that creators stop using the bytedance tools (payment in the case of Capcut Pro) and begin to move towards the finish lines.

Copy to kill. There is something that Meta knows how to do very well: copy functions. He did it in 2016 by launching Instagram Stories, A frontal blow (an almost accurate copy) of Snapchatbut integrated into an app with many more functions. Instagram Stories did not take Snapchat in superior active users, becoming one of the main monetization tools of the platform. Today, an ad is displayed every three stories. Next to nothing.

In the case of Tiktok, Reels He has not managed to steal user base. But, again, Meta took the opportunity to copy a winning and emerging idea (the videos in short format), to get a new monetization tool.

A golden opportunity. Today, Instagram is still the only real competition for Tiktok. If the app fails to survive in the United States, victory will be overwhelming (it is its second market outside of China). And there, as usual, goal will be prepared to bring all the functions and tools that were already present on the rival platform.

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