Meta AI’s ‘Vibes’ Feed Drives Massive Growth in Downloads and Users
Meta AI’s app downloads and daily users spiked after launch of ‘Vibes’ AI video feed, marking a major moment for Meta’s AI strategy. New data from Similarweb reveals that Meta AI’s mobile app for iOS and Android has seen rapid growth since September, reaching 2.7 million daily active users as of October 17 — up from around 775,000 just four weeks earlier.
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App installs have also surged to 300,000 new downloads per day, compared with under 200,000 daily downloads previously. A year ago, the app saw just 4,000 daily downloads, highlighting how far Meta AI has come in twelve months.
‘Vibes’ AI Video Feed Sparks Engagement Boom
The biggest driver behind this explosive growth appears to be Meta’s ‘Vibes’ AI video feed, introduced on September 25. The new feed adds short-form AI-generated videos to the Meta AI mobile app, giving users an immersive and personalized experience similar to TikTok’s For You page — but powered entirely by AI creativity.
Similarweb’s analysis shows a sharp correlation between the Vibes launch and the spike in daily active users. The timing aligns almost perfectly, suggesting that Meta’s AI video innovation has successfully captured user curiosity.
How Meta AI’s Strategy Is Paying Off
Unlike other AI tools that rely on standalone functionality, Meta AI’s approach integrates creativity, entertainment, and social relevance. The Vibes feed turns AI from a utility into a source of discovery and fun — something that keeps users returning daily.
Meta may also be quietly running Facebook and Instagram promotions for the app, though Similarweb’s model didn’t detect a direct advertising correlation. Still, Meta’s social ecosystem gives it a powerful built-in advantage for app discovery and user retention.
OpenAI’s Sora Effect: A Surprising Boost for Meta
Interestingly, OpenAI’s video generator Sora may have indirectly fueled Meta’s success. When Sora topped the App Store after launch, many users rushed to explore AI video tools. With Sora’s invite-only restrictions, those unable to access it may have turned to Meta AI’s Vibes feed as an open and available alternative.
While Similarweb’s data doesn’t prove direct causation, this overlap highlights how competition among top AI players can create shared momentum. As excitement around generative video grows, Meta AI is well-positioned to capitalize.
Meta AI’s Future Outlook: More Than Just a Trend
This spike isn’t a one-off event — it reflects Meta’s long-term investment in AI-powered experiences that combine entertainment, creativity, and personalization. The company’s strategy aligns with its broader goal of embedding AI across its platforms, from Facebook to Instagram to Threads.
With millions now engaging daily and downloads continuing to climb, Meta AI’s success with Vibes may signal a new era of AI-driven media consumption. If Meta can maintain this engagement, Vibes could become a defining feature of its AI ecosystem.
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