Meta AI’s Vibes Feed Boosts User Engagement

Meta AI's mobile app has experienced a significant increase in user engagement following the launch of its Vibes feed, which features AI-generated short-form videos. According to Similarweb, daily active users on iOS and Android surged to 2.7 million by October 17, up from approximately 775,000 just four weeks prior. App installations have also accelerated, with 300,000 new downloads per day compared to fewer than 200,000 daily installs in the previous month.

The rise in engagement aligns closely with the September 25 rollout of the Vibes feed, indicating it has been a major driver of Meta AI's growth. This timing coincides with the growing interest in OpenAI's video generator Sora, potentially drawing users to Meta's offering as they sought similar AI video experiences. With Sora being invite-only, many users likely turned to Meta AI as an accessible alternative for exploring generative video capabilities.

Data from Similarweb shows that as of October 17, Meta AI's daily active users increased by 15.58% globally, while major competitors like ChatGPT, Grok, and Perplexity saw respective declines of 3.51%, 7.35%, and 2.29%. Although the analytics firm noted that the data does not establish a direct cause-and-effect relationship, the correlation strongly suggests that the Vibes launch played a pivotal role in driving engagement and attracting new users.

The success of Meta AI's Vibes feed highlights the growing consumer demand for AI-generated visual content and the importance of timing and innovation in the rapidly evolving AI market. By leveraging creative video generation and offering it directly within its mobile ecosystem, Meta AI has positioned itself as a strong player in the emerging intersection of social media and generative AI.

In a rapidly shifting landscape, Meta's ability to capture user interest through Vibes demonstrates how interactive and creative AI experiences can serve as powerful catalysts for sustained engagement and market differentiation.