In a bold move aimed at content creators, Meta has just launched Edits, a new video-editing app that sets its sights on rivaling ByteDance’s popular CapCut.

Available for download on iOS and Android, Edits is designed to enhance the video creation experience. However, users will need to log in using their Instagram accounts to unlock its full potential.

The app features five core tabs—Ideas, Inspiration, Projects, Record, and Insights—creating a streamlined workflow for users to explore their creativity.

This launch comes at a critical time as TikTok, a major competitor, faces regulatory challenges in the U.S. that could affect around 170 million users. By introducing Edits now, Meta is not just joining the competition; it’s looking to seize the moment when TikTok’s user base might be seeking alternatives.

The initial response to Edits has been impressive, with over 487,000 downloads reported in the U.S. alone, indicating a strong interest from creators eager for a new tool.

But the battle extends far beyond just attracting users. The fight between Meta’s Edits and ByteDance’s CapCut goes to the heart of the creator economy, as these platforms strive for control over the complete workflow of content creation.

While CapCut boasts a robust user base of over 300 million individuals and offers extensive editing features, Edits focuses on seamless Instagram integration and ease of use. This strategic differentiation suggests that Meta wants creators to stay within its ecosystem, making it less likely for them to jump ship.

Both companies are not merely crafting editing apps; they are reimagining the entire creator experience. By developing their own tools rather than relying on external solutions, Meta and ByteDance aim to solidify loyalty among creators and capture value throughout the content production journey.

As the landscape of social media continues to shift, the competition for creator attention—and loyalty—has never been fiercer.