Meta AI’s mobile app has experienced a sharp increase in engagement following the rollout of its new short-form video feature, Vibes. According to market intelligence firm Similarweb, daily active users across iOS and Android jumped to 2.7 million as of October 17, up from roughly 775,000 just four weeks earlier. Meanwhile, daily app downloads rose to 300,000, compared with under 200,000 in previous weeks.
The launch of the Vibes feed, which offers AI-generated short videos, appears to correlate closely with the spike. The feature enables users to browse personalized, AI-driven clips in a format reminiscent of popular video apps, providing an engaging and easily consumable content experience. A clear attempt to compete with Tiktok’s dominance and prepare to face OpenAI’s Sora video platform.
Meta AI’s global daily active users increased by 15.6% in this period, while rival AI chat and video apps, including ChatGPT, Grok, and Perplexity, experienced declines ranging from 2.3% to 7.3%. This trend underscores Meta AI’s ability to attract and retain attention in a crowded field of AI-driven platforms.
Analysts suggest that the rapid uptake of Vibes could reinforce Meta AI’s strategy of integrating AI into mainstream social experiences. The combination of personalized video feeds and AI-generated content may position Meta as a formidable competitor to both traditional social networks and emerging AI-focused platforms.
The company has not publicly disclosed detailed marketing strategies tied to the spike. However, reports indicate possible promotion through Facebook and Instagram channels, which may further amplify reach. As Meta AI continues to refine its app experience, Vibes could serve as a model for AI content adoption in mobile ecosystems.
