Meta AI’s mobile app has seen a remarkable surge in user engagement following the introduction of its Vibes feed, a feature that showcases short-form AI-generated videos. According to Similarweb, daily active users on iOS and Android climbed to 2.7 million as of October 17, a sharp rise from approximately 775,000 just four weeks earlier. App installations have also accelerated, with 300,000 new downloads per day compared to fewer than 200,000 daily installs in the previous month — a massive leap from only 4,000 daily downloads recorded on the same date last year.
The spike in engagement closely aligns with the September 25 rollout of the Vibes feed, suggesting that the new feature has been a major driver of Meta AI’s growth. The timing also coincides with the rising buzz around OpenAI’s video generator Sora, which may have drawn attention to Meta’s offering as users sought comparable AI video experiences. Since Sora remains invite-only, many users likely turned to Meta AI as an accessible alternative for exploring generative video capabilities.
Data from Similarweb indicates that as of October 17, Meta AI’s daily active users increased by 15.58% worldwide, while major competitors such as ChatGPT, Grok, and Perplexity experienced respective declines of 3.51%, 7.35%, and 2.29%. While the analytics firm clarified that the data does not establish a direct cause-and-effect link, 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 underscores the growing consumer appetite for AI-generated visual content, as well as the importance of timing and innovation in a 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 space where attention shifts quickly, 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.
