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Instagram Edits App Is Here: What It Means for Small Businesses

Instagram

First, it was filtered selfies. Then came Boomerangs. Stories. Then Reels. Now? Instagram has dropped a new standalone video editing app Edits, designed to rival the likes of TikTok’s CapCut.

If you’re a small business owner who’s already juggling 67 apps (and probably a coffee), you might be wondering if you need another app in your life. But before you disregard it, Edits could be a game-changer for how you create content, without needing a film degree, a ring light, or 14 hours of editing time.

If the thought of another Instagram tool is stressing you out (we get it), strap in and we’ll break it down so you can see if it’s worth your time. 

What is Instagram Edits?

Edits is Meta’s free, mobile-first video editing app that lets you cut, trim, enhance, animate and polish your video content so it’s ready-made for Instagram and Facebook. Think of it as your creative sidekick. It’s here to help you whip up polished content that doesn’t look like it was made during your lunch break (even if it was).

Edits rivals TikTok’s CapCut, a popular editing tool among Gen Z creators, small businesses and social-savvy influencers. It’s Meta’s way of saying, ‘If TikTok can do it, so can we.’ 

Why Small Business Owners Should Care

Whether you sell handmade candles, run a boutique consultancy, or operate a dog grooming salon, video content is one of your most powerful tools to engage your audience, build trust and drive sales.

Video content has become indispensable for businesses aiming to engage their audience effectively. 

In Australia, 91% of companies utilise video content as a marketing tool, marking an all-time high since 2016. This trend underscores the growing importance of video in marketing strategies.

But let’s face it – why should you add another app to the growing folder of tools you’ll (probably) never touch?

  • It’s free.
  • It’s mobile-first.
  • It’s designed for non-tech wizards.
  • It interacts nicely with Instagram and Facebook.

That means you can spend more time connecting with customers and less time getting annoyed at your editing software because the captions won’t align.

Key Features of Instagram Edits (A.K.A. The Fun Stuff)

It’s time to jump into the nitty gritty of this new tool and what it’s got to offer: 

1. AI-Powered Animations

Got a product shot that needs something extra? Edits can animate your images with built-in AI, giving static visuals a burst of life and creativity.

2. Green Screen Magic

Channel your inner movie producer by cutting out your background and replacing it with anything you like. Showcase your café against a Parisian backdrop, or drop yourself into the jungle, just coz!

3. Auto-Captions in Multiple Languages

At Oraco, we’re big fans of accessible content for everyone. With Edits, captions are automatically generated and available in several languages, which is great for businesses with a multilingual audience or those wanting to add extra flair to videos.

4. Built-in Templates and Inspiration

Hit a creative block? The app has content templates and a ‘Trending’ section to help spark ideas, including trending audio.

5. Integrated Sound Effects and Audio

You can now add royalty-free music and sound effects straight from the app. No need to go sourcing dodgy MP3s off the internet (we’ve all been there).

How It Works (Without Making Your Brain Hurt)

Instagram’s Edits app is surprisingly intuitive, even if you’ve never edited a video in your life. Here’s a simplified version of how to use it:

  1. Download the Edits app (available on iOS and Android) and log in with your Instagram account.
  2. Create or upload your video.
  3. Use the tools to trim, animate, caption and stylise.
  4. Publish straight to Instagram or Facebook.


Source: Instagram

Edits vs CapCut: The Showdown

Let’s talk about the elephant in the room (aka CapCut). CapCut is known for its pro-level editing tools, but it can be overwhelming for beginners. It’s owned by ByteDance (TikTok’s parent company), which means it works well with TikTok but not so much with Meta-owned platforms.

Edits, on the other hand, is the golden child of the Meta family. So, if Instagram and Facebook are your marketing go-tos, then Edits is where you want to be.

Here’s a quick breakdown:

Feature Edits (Instagram) CapCut (TikTok)
Platform Integration Instagram + FB TikTok
Price Free Free
Templates Yes Yes
AI Animations Yes Yes
Green Screen Yes Yes
Auto-Captions Yes Yes
Watermark on Export No Optional 
Ease of Use Beginners More experienced creators

How to Use Edits in Your Business Marketing

You don’t have to become an expert overnight. Here are a few ways you can start using Edits to boost your business:

1. Product Demos

Show how your product works in real-time, complete with step-by-step captions and animations.

2. Behind-the-Scenes Content

Give your audience a peek behind the curtain, whether it’s how you package your products, how your team works, or even how you plan your day.

3. Before and After Transformations

This works wonders for beauty, fitness, cleaning, or home renovation businesses. Use transitions and AI effects to maximise the wow-factor.

4. Customer Testimonials

Get clips of happy customers, put them into Edits, add some branding, and you’ve got a powerful piece of social proof.

5. Event Recaps or Promos

Whether you’ve hosted an event or are gearing up for a promotion, Edits makes it easy to compile and polish highlights.

Bonus Feature: Track Performance in the App

If you’re a numbers nerd (or just trying to prove your content efforts are working), Edits offers in-app insights like:

  • Views and watch time
  • Engagement rates
  • Video performance over time

These stats can help you decide what content to create next and where to focus your marketing energy.

Handy Tips Before You Hit Record

  • Shoot vertically – Instagram prefers vertical video, and so do your viewers.
  • Keep it short – The best-performing Reels are usually 30 seconds or less. If you want longer-form video on your feed, try to keep it under a minute.
  • Use on-brand colours and fonts – You want your videos to feel like your brand. Consistency equals credibility.
  • Test, tweak and test again – Unfortunately, there’s no one-size-fits-all regarding video content. Try different styles, tones, and lengths until you find what works for your business.

What’s Coming Next?

If all of that isn’t enough, Meta has hinted at even more features rolling out soon, including:

  • Keyframe editing (for precision animations)
  • AI styling tools
  • Collaborative content tools (think joint editing with your team or creators)

In other words, watch this space – Edits is just getting started.

I Can’t Get My Head Around It – Help!

At Oraco, we love tools that make our clients’ lives easier, and Instagram’s Edits app fits right into this category. It’s accessible, practical, and surprisingly fun. For small businesses who want to level up their content game without hiring a full-scale production crew, it’s an absolute no-brainer.

Need help creating a content strategy that actually works? Or unsure how to integrate Edits into your toolkit? Get in touch with the Oraco team today. 

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Contents

I’ve always been fascinated by symbolism 🌀

By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain.

And somewhere along the way, I realised that’s also how I’d started to see brands.

A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas.

What we see on the surface carries meaning because of everything sitting behind it.

Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered.

Their past, beliefs, future, people, identity, expression, impact and longevity.

Eventually, I gave each of those ideas a symbolic form.

They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own.

The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist.

You just need to know where to look.

Explore the Eight Brand Marks via the link in bio.

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Open post by oracoagency with ID 17981505972081585
I’ve always been fascinated by symbolism 🌀 By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain. And somewhere along the way, I realised that’s also how I’d started to see brands. A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas. What we see on the surface carries meaning because of everything sitting behind it. Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered. Their past, beliefs, future, people, identity, expression, impact and longevity. Eventually, I gave each of those ideas a symbolic form. They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own. The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist. You just need to know where to look. Explore the Eight Brand Marks via the link in bio.

One of the hardest things about running a business is knowing what actually deserves your attention.

When you`re inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn`t quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn`t always the answer.

A big part of Jessica`s work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what`s really going on.

– What are you actually trying to achieve?
– Who are you trying to reach?
– What`s already working?
– Where is the real disconnect?
– And what can probably wait?

Sometimes the most valuable strategy isn`t adding another thing to the list. It`s creating enough clarity to know what matters now, what comes next and what doesn`t need your attention at all.

If you`re looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

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Open post by oracoagency with ID 17986629341863106
One of the hardest things about running a business is knowing what actually deserves your attention. When you're inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn't quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn't always the answer. A big part of Jessica's work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what's really going on. – What are you actually trying to achieve? – Who are you trying to reach? – What's already working? – Where is the real disconnect? – And what can probably wait? Sometimes the most valuable strategy isn't adding another thing to the list. It's creating enough clarity to know what matters now, what comes next and what doesn't need your attention at all. If you're looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

Last week, we lost someone very special.

Sean was a former Principal of Mannix College, a longstanding client of Oraco`s, and someone I was lucky to get to know over many years.

I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.

Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It`s such a small thing, but I think it says a lot about the kind of person he was.

I`ve worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco`s growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.

Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.

As the Mannix community gathers today to celebrate Sean`s life, I`ll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I`m glad I`ll still be able to join everyone in remembering him.

Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people`s faces. You made a difference to so many people, myself included, and I`m very grateful our paths crossed.

Leanne x

Photo courtesy of Mannix College.

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Open post by oracoagency with ID 18016270139941947
Last week, we lost someone very special. Sean was a former Principal of Mannix College, a longstanding client of Oraco's, and someone I was lucky to get to know over many years. I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself. Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It's such a small thing, but I think it says a lot about the kind of person he was. I've worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco's growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed. Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life. As the Mannix community gathers today to celebrate Sean's life, I'll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I'm glad I'll still be able to join everyone in remembering him. Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people's faces. You made a difference to so many people, myself included, and I'm very grateful our paths crossed. Leanne x Photo courtesy of Mannix College.

One year of @twobayslaundry 🤎

A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning.

From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula.

That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between.

It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community.

A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed.

Happy first birthday! Here’s to everything still to come 🥂

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Open post by oracoagency with ID 17879865243686265
One year of @twobayslaundry 🤎 A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning. From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula. That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between. It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community. A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed. Happy first birthday! Here’s to everything still to come 🥂

We don’t believe the best brand stories are invented.

They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore.

Often, you’re too close to your own business to see what someone else might find remarkable.

That’s why we ask questions, listen and look a little closer.

The story is already there. You just have to know where to look.

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Open post by oracoagency with ID 18135355420630978
We don’t believe the best brand stories are invented. They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore. Often, you’re too close to your own business to see what someone else might find remarkable. That’s why we ask questions, listen and look a little closer. The story is already there. You just have to know where to look.

At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection.

A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time.


Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life.

This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding.

•

Filed by: Oraco Agency
Reference: PF-4165
Photo source: @joannaphotography.au
Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

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Open post by oracoagency with ID 18120044761813156
At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection. A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time. Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life. This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding. • Filed by: Oraco Agency Reference: PF-4165 Photo source: @joannaphotography.au Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

ABOUT THE AUTHOR

Picture of Ellie Travica

Ellie Travica

Content Writer

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