Meta is reportedly testing a standalone application for Vibes, its platform dedicated to AI-generated short-form videos. This strategic move, confirmed by the company to TechCrunch, aims to elevate Vibes beyond its current integration within the Meta AI app, positioning it as a direct competitor to emerging generative video platforms.
Launched last September, Vibes allows users to create and share AI-generated videos, featuring a dedicated feed similar to TikTok or Instagram Reels, but exclusively showcasing AI-created content. Until now, this experience has been accessible only within the broader Meta AI application.
"Following the strong early traction of Vibes within Meta AI, we are testing a standalone app to build on that momentum," Meta stated in an emailed response. "We've seen that users are increasingly leaning into the format to create, discover, and share AI-generated video with friends. This standalone app provides a dedicated home for that experience, offering people a more focused and immersive environment. We will look to expand the app further based on what we learn from the community."
The company believes that while users engage with content within Meta AI, a dedicated app will foster a more focused environment for both creation and consumption of AI-generated videos. Meta, which claims Vibes has performed well and seen steady growth in Meta AI usage, sees this as a clear signal of demand for a standalone offering. The news was initially reported by Platformer.
Vibes empowers users to generate videos from scratch or remix existing content found on their feed. Before publishing, creators can enhance their videos with new visuals, layer in music, and adjust various styles. These videos can then be posted directly to the Vibes feed, sent via direct message, or cross-posted to Instagram and Facebook Stories and Reels. Meta observes a growing trend in collaboration and sharing, with many Vibes videos being shared among friends, mirroring engagement patterns seen on Reels.
This strategic shift also places Vibes in more direct competition with platforms like Sora, OpenAI's AI-generated video and social app, which launched shortly after Vibes. While Vibes has been free since its inception, Meta recently indicated plans to explore premium subscriptions for AI features, including Vibes. As TechCrunch reported last week, the company intends to offer freemium access for basic video creation, with an option to subscribe monthly to unlock additional creation opportunities. These test subscriptions are expected to roll out in the coming months.
