In the shadow of TikTok's explosive growth lies CapCut, a video-editing app from ByteDance that has quietly surged in popularity. As of mid-2024, it boasts 300 million monthly active users and commands an impressive 81% of the mobile video-editing market, according to Sensor Tower.

Recognizing the opportunity, Meta has just launched its own contender: Edits, an Instagram-branded app now available on iOS and Android. This innovative tool allows users to record videos up to 10 minutes long, seamlessly sharing them to Instagram and Facebook. Plus, it offers a watermark-free export feature, appealing to creators who use various platforms.

Currently, Edits is free, although there are hints from Instagram’s head, Adam Mosseri, that future paid features could become available. This move is a bold challenge to CapCut's $9.99-a-month 'Pro' subscription, which unlocks a trove of premium features including special effects, transitions, and watermark removal.

Additionally, CapCut has a vast library sporting millions of music clips and sound effects, a critical element for many video creators. In response, Meta has promised to expand Edits' offerings, hinting at an upcoming array of music options, including royalty-free tracks.

With Edits entering the fray, the competition for mobile video-editing supremacy is heating up. This rivalry not only benefits individual creators but also ensures a swift rollout of exciting new features across platforms, including Canva. As content creation continues to evolve, the dynamic between these powerhouse apps will be fascinating to watch!