The experience mirrors platforms like TikTok or Instagram Reels, except that every video on the feed is produced using artificial intelligence. Previously, this feed was only accessible within the Meta AI app. By separating Vibes into its own app, Meta is positioning it as a direct rival to Sora, OpenAI’s AI-powered video creation and social platform that debuted shortly after Vibes.
In a statement sent via email, Meta explained that the decision follows strong early engagement with Vibes inside Meta AI. The company noted that users are increasingly embracing the format to create, explore, and share AI-generated videos with friends. According to Meta, the standalone version offers a dedicated and more immersive space for this experience, with plans to further develop the app based on feedback and insights from the user community.
Meta says it has not disclosed exact figures but maintains that Vibes has seen strong performance so far. The company adds that usage of Meta AI has continued to rise steadily since launch, which it views as evidence of sufficient demand to justify a dedicated, stand-alone app.
According to Meta, while users currently interact with Vibes content within Meta AI, offering it as a separate app would create a more streamlined and intentional environment for both content creation and engagement.
Vibes allows users to create videos from scratch or rework videos discovered in their feed. Prior to sharing, creators can enhance their videos by adding visuals, music, and stylistic effects. Once complete, videos can be posted to the Vibes feed, sent directly to others via messaging, or shared across Instagram and Facebook Stories and Reels.
Meta also notes that sharing and collaborative activity on Vibes is increasing, with many videos being sent directly to friends—behavior the company says closely resembles how users interact with Reels.
Additionally, Meta revealed last week that alongside testing new premium subscriptions for Facebook, Instagram, and WhatsApp, it plans to explore subscription models for AI-powered features, including Vibes.
While Vibes has remained free since its introduction, Meta intends to introduce a freemium model for video creation. Under this approach, users will have basic access at no cost, with the option to subscribe for expanded video creation capabilities each month. These subscription tests are expected to roll out in the coming months.
