Meta AI App Sees Download Spike After Launch of ‘Vibes’ Feed

Meta’s standalone AI app has recorded a sharp rise in user engagement following the release of a new short-form video feature called “Vibes.” According to market intelligence firm Similarweb, daily active users reached approximately 2.7 million as of October 17, up from around 775,000 just four weeks earlier. Daily downloads also climbed significantly, topping 300,000 per day, compared with under 200,000 in recent weeks.

The spike coincides with the September 25 launch of Vibes – a TikTok-style feed embedded within Meta AI that delivers AI-generated short videos. The feed allows users to generate video content via prompts, remix existing clips, and share to platforms such as Instagram and Facebook. While Similarweb cautioned that its data does not prove causation, the timing aligns with the feature release. Some analysts suggest that public attention on AI video tools – especially after the buzz around OpenAI’s invite-only Sora app – may have driven users toward Meta’s more accessible offering.

Notably, this hints that users may be coming to Meta’s AI app primaril as a content creation tool, something that ties in closely with Meta’s other social platforms. Given that many users were already seeking TikTok alternatives due to the U.S. Tiktok ban (which may no longer be happening), the launch of Vibes may have come at just the right time to give Meta their own Tiktok equilvenat within their app ecosystem.

Despite the growth, questions remain about sustainability. Analysts emphasise the difference between initial curiosity and long-term retention – especially given that rival AI apps like ChatGPT, Grok, and Perplexity have seen declines in active usage in the same period. However, even if this is just a one-time bump of users trying out a new social media video app, it could pose an opportunity for Meta to capture a new audience if they act fast.