Meta's Vibes AI video feed drives millions of new users to Meta AI app

The introduction of 'Vibes', an AI-generated short video feed, has fueled a significant surge in activity for Meta AI's mobile application. Analysis from Similarweb indicates that the number of daily active users on the Meta AI app for iOS and Android climbed to approximately 2.7 million. This marks a substantial increase from about 775,000 DAUs just four weeks earlier.

New installs of the application also saw a sharp spike, jumping to around 300,000 downloads per day, up from about 200,000 daily installs a month prior. 

What is Vibe?

'Vibes' functions as a TikTok-style, full-screen feed of short-form videos generated entirely by artificial intelligence. Users can scroll through a continuous stream of AI-made clips, which range from artistic abstract visuals to surreal animated scenes. The new feature replaces the Meta AI app's previous "Discover" section, shifting the product's focus from simple text prompts to visual creativity and entertainment.

A key part of the Vibes experience is the creative freedom it gives users. They can generate videos from a text prompt, animate an existing visual, or, crucially, "remix" a video they see in the feed. Each clip displays the text prompt that generated it, offering transparency and inspiration. Users can then adjust the visuals, music, and animation to create their own version before sharing. 

What does it mean to Meta?

For Meta, the success of Vibes holds important strategic implications. The AI video feed transforms the Meta AI app from a utility tool, used primarily for asking specific questions, into a destination for casual discovery and entertainment. This change aligns the AI product with the short-form video formats that already dominate user attention across Meta's larger ecosystem, namely Instagram Reels and Facebook Stories. The jump in daily active users suggests that the company has found an effective path to scale its AI products beyond early adopters.

The cross-platform element of Vibes supports Meta's broader strategy. Users can easily cross-post their final AI-generated clips to Instagram and Facebook as Reels or Stories. This connection means Meta can leverage its massive social graph as a distribution engine for AI-native content, helping the feature reach a wider audience and potentially driving more traffic back to the Meta AI application.

While the current spike demonstrates strong initial engagement, the long-term viability of the AI-first content feed remains a central question for analysts. The core business challenge involves ensuring user retention after the initial novelty wears off. The platform's success may depend on whether the creation tools make the app sticky and if daily downloads stabilize at the new, elevated rate. However, the initial performance of 'Vibes' clearly illustrates a lesson for the consumer AI market: how a product is packaged and presented to the user often matters as much as the underlying technology.