Meta is venturing into new territory within the social app landscape by testing a standalone version of its Vibes feature, which enables users to create and discover AI-generated short videos. This development, first reported by TechCrunch, indicates Meta’s belief that AI-generated video content merits its own dedicated platform beyond the existing Meta AI app.
Initially launched in September 2025 as part of the Meta AI experience, Vibes allows users to generate or remix short vertical clips utilizing AI tools, while browsing a feed composed entirely of synthetic videos. Unlike traditional social media platforms where content is typically created by users, Vibes offers a feed where each video is either created or significantly influenced by AI. This unique approach has prompted Meta to explore the potential of the feature as a separate application, aiming to provide a more focused environment for video creation and discovery.
The decision to isolate Vibes into its own app is strategic for several reasons. It affords Meta a streamlined platform that is simpler to develop around than embedding the AI-generated video experience within a multipurpose AI assistant. The company has observed a growing trend of users creating, discovering, and sharing AI-generated clips, although specific usage metrics have not been disclosed.
The standalone Vibes app’s emphasis on synthetic vertical video places it in direct competition with emerging AI video platforms, including OpenAI’s Sora, which combines social feeds with AI content creation tools. By establishing Vibes as an independent entity, Meta can experiment with features specifically designed for video creation, develop tailored discovery algorithms, and explore monetization strategies such as freemium subscriptions that unlock advanced creation tools in the future.
Currently, Meta is testing the Vibes app in select markets, maintaining a modest rollout. However, early interest suggests a strong potential for AI-generated media to evolve beyond a mere side project into a central format for creative expression. This shift raises important questions about user receptiveness to a media landscape where scrolling through content may increasingly involve algorithmically generated entertainment rather than authentic user-generated clips.
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