Build Your Tribe | Grow Your Business with Social Media
Episode Summary: Does The Edits App Boost Views On Instagram?
Release Date: May 22, 2025

In this insightful episode of Build Your Tribe | Grow Your Business with Social Media, host Brock Johnson delves deep into the highly debated question: Does using Instagram’s Edits app increase the number of views on your reels? Through a comprehensive analysis and a meticulously conducted study, Brock provides listeners with evidence-based conclusions that cut through the noise of social media rumors and hype.

Introduction to the Edits App

Brock begins the episode by addressing the surge of interest surrounding Instagram's newly launched Edits app. He provides context by recounting its release on April 22, 2025, coinciding notably with the unavailability of other popular editing apps like TikTok and CapCut in the U.S. He muses, "It doesn't take being a crazy conspiracy theorist to figure out why Instagram decided to announce their editing app on the same day that probably the number one social media editing app was unavailable," highlighting the strategic timing of the app's launch. Edits is positioned as a user-friendly tool designed primarily for creating Instagram reels, with Brock noting, "It's a very simple editor built to help you make Instagram reels. And that's about it."

Rumors and Initial Hypotheses

Following the app’s release, rumors quickly spread that using Edits could lead to increased viewership on Instagram reels. Brock observes, "There's this very tried and true school of thought...they give extra views or extra reach to people who are actively using that new feature or that entirely new app." Additionally, the presence of badges like "Made with Edits" on reels further fueled speculation that these might attract more engagement. Despite these rumors, Brock maintains his skepticism, influenced by statements from Instagram's head, Adam Mosseri. "He has explicitly stated, no, you will not get more views automatically just because you are using the Edits app," Brock emphasizes, underscoring his initial belief that the app would not inherently boost views.

Designing and Conducting the Study

Driven by conflicting narratives, Brock embarked on a mission to uncover the truth through a structured study. Collaborating with his friend Abigail Pugh and the Insta Club Hub team, Brock recruited over 200 participants who used the Edits app and had public Instagram accounts. He explains, "We posted a series of posts and Instagram stories inviting people to basically self-apply involvement, volunteer to be a part of the study."

The methodology involved analyzing up to 10 reels per participant edited with Edits and comparing them against 10 reels not using the app. To ensure accuracy, Brock and his team manually reviewed and recorded view counts, meticulously excluding collab posts and newly posted reels to maintain data integrity. "We excluded any posts that were collab posts because of course, collab posts just operate differently," Brock notes, ensuring an apples-to-apples comparison.

Challenges and Limitations

Brock is transparent about the study’s limitations, acknowledging that the sample size, while substantial, isn’t exhaustive. "One of the problems is, of course, we don't have a massive sample size," he admits. Additionally, the dynamic nature of social media means views can fluctuate over time, introducing potential inaccuracies. Human error in data entry was another concern, although the team took rigorous steps to minimize mistakes. "There is user input error...But we did try to do everything in our power to check each other and to make sure that we were going through everyone's profile at least twice to make sure that the numbers were accurate," Brock assures listeners.

Findings and Analysis

After analyzing data from over 2,460 reels, Brock presents the study’s findings. The results were conclusive: there was no significant difference in view counts between reels made with the Edits app and those that weren't. "When you average out all of the views on all of the reels...the difference in views was less than 1%. 0.4% was the average difference in views," Brock states, underscoring the minimal impact of the Edits app on viewership.

Even when accounting for outliers—reels that went "viral for me" or VFM—by excluding those with exceptionally high view counts, the difference remained negligible. "Even when we excluded all of those viral reels, the outliers, we still saw that there was less than a 5% difference in views when you were using the Edits app or when you were not using the Edits app," he explains. However, a slight upward trend was noted among users who consistently used the Edits app across multiple reels, though Brock clarifies, "It wasn't significant. It wasn't like suddenly their views were tripling just because they hit the third or the fourth reel made using the Edits app."

Conclusions and Strategic Insights

Brock draws several key conclusions from the study:

1. Editing Platform Independence: "Edit wherever you want to edit. If you prefer editing in CapCut, great. If you prefer Editing in Edits. Great." The choice of editing tool does not significantly influence view counts, allowing creators the flexibility to choose their preferred platforms without worrying about potential impacts on their reach.

2. Rejection of Silver Bullets: Brock urges listeners to steer clear of seeking quick fixes or magic hacks for social media growth. "Stop chasing silver bullets. Stop looking for magic pills and solutions. They're going to make you go viral overnight." Instead, he advocates for consistent effort and quality content creation.

3. Consistency and Practice: The slight improvement observed among consistent Edits app users suggests that the key to better performance lies in regular content creation. "The more you put the reps in, the better you will get. Quality content is king." Brock emphasizes that frequent posting allows creators to refine their skills and enhance the quality of their reels over time.

4. Evidence-Based Strategies: Aligning with his role at Insta Club Hub, Brock underscores the importance of data-driven strategies. "We are committed...to sharing factual, evidence-based strategies." He encourages listeners to focus on proven methods for growth rather than fleeting trends.

Final Thoughts and Listener Advice

In wrapping up, Brock reiterates the primary takeaway: the Edits app does not inherently boost Instagram reel views. He reinforces the value of focusing on consistent, high-quality content production and leveraging evidence-based strategies to achieve social media success. "Ultimately it is quantity that breeds quality. It is practice that leads to progress."

Brock also invites listeners to explore the Insta Club Hub, offering a glimpse into the resources and support available for those seeking to elevate their social media presence. "If you want more factual evidence-based strategies for growing on social media, don't forget to hit that subscribe button because every single Thursday I release a new episode of this podcast."

Notable Quotes:

• "Edit wherever you want to edit. If you prefer editing in CapCut, great. If you prefer Editing in Edits. Great." (Timestamp: 16:45)

• "Stop chasing silver bullets. Stop looking for magic pills and solutions. They're going to make you go viral overnight." (Timestamp: 17:30)

• "The more you put the reps in, the better you will get. Quality content is king." (Timestamp: 18:10)

This episode serves as a testament to Brock Johnson’s commitment to delivering actionable, research-backed insights to entrepreneurs and content creators. By demystifying the purported advantages of Instagram’s Edits app, Brock empowers his audience to make informed decisions and focus on sustainable growth strategies.