In recent years, small businesses have jumped on the TikTok train to get their name out there, with many being lucky enough to reach viral fame.
Naturally, the platform’s vast popularity has attracted competition, including from fellow social media giant Instagram, which introduced its new video editor “Edits” app on Tuesday. Some are already calling it a CapCut clone (CapCut being the name of TikTok’s video editor).
This isn’t the first time Instagram has dipped its toes into TikTok-like features. It also released Reels in 2020 as an answer to short-form video content. However, the launch of Edits marks a bigger push to compete directly with the platform.
Below, we’ll explain what Instagram Edits is, and how small businesses can use it to their marketing advantage.
What is Instagram Edits?
Described as a “video creation app designed for creators”, Instagram Edits was launched on Tuesday. The new app offers tools for users to film and edit video content, as well as access analytics on content performance.
Available on the Apple App Store and Google Play Store, the platform’s features are similar to those offered by TikTok’s CapCut editor, including background removal, auto-captions and artificial intelligence (AI)-powered tools to turn static images into videos.
Instagram has also teased additional features on the way, such as more options for sound effects and royalty-free music, AI editing tools, and the ability to collaborate with team members by sharing video drafts for feedback.
Edits was first announced when TikTok was briefly unavailable to US users. Instagram teamed up with a group of creators to test and improve the app in preparation for its launch.
At the time, head of Instagram Adam Mosseri commented: “There’s a lot going on in the world right now and no matter what happens, we think it’s our job to create the most compelling creative tools for those of you who make videos for not just Instagram but for other platforms out there.”
Mosseri also acknowledged that while Edits had similarities to CapCut, he stated on Threads that Edits will be “more for creators than casual video makers”. He also claimed the app will offer a “much broader range of creative tools and probably a smaller addressable audience.”
TikTok’s dominance in social commerce
It’s obvious why Instagram might take a page out of TikTok’s playbook. TikTok isn’t only dominating the short-form video scene — it’s also become a major player in social commerce, turning casual scrolling into sales.
According to TikTok Newsroom, the platform is home to over 1.5 million UK businesses. TikTok’s news team reports that its TikTok Shop is to be the fastest-growing online retailer in 2024, with a 131% annual increase in the number of shoppers.
Moreover, with the launch of TikTok’s new SME Council — which aims to give small businesses a stronger voice and empower them to influence the platform’s policies — Instagram is facing some steep competition when it comes to winning over businesses.
Will Edits steal the business spotlight?
Instagram Edits’ features will enable businesses on the app to expand on their marketing efforts, engage with new trends, and find collaboration opportunities with other brands.
While TikTok boasts a lot of business users, Instagram also has the larger customer base, with around 33.4 million active users in the UK. Combined with Instagram Edits, this engaged user base gives businesses based on the platform plenty to capitalise on.
Moreover, following the uncertainty around TikTok’s future in the United States, UK brands that sell to US customers may be tempted to move to Instagram to ensure they don’t lose out on this important customer profile.
As Edits is brand new, its parent company, Meta, said that it will actively listen to customer feedback to further improve the app in the future.
The company stated: “This is just the first step in making an app that helps you create your best videos, and we plan to keep evolving and improving Edits based on your feedback.”
