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Daily downloads rose from under 200,000 to 300,000 per day. A year ago, the app managed just 4,000 daily downloads. Market intelligence firm Similarweb tracked the growth, noting the spike directly correlates with the September 25 launch of Vibes.
Source: According to Similarweb data reported by TechCrunch
The Vibes Factor
The Vibes feed brings AI-generated short videos directly into Meta AI’s mobile app. The format mirrors TikTok’s endless scroll but with entirely AI-created content. Similarweb found no clear link to search or advertising campaigns, though Meta could be running promotions on Facebook or Instagram that wouldn’t show in tracking data.
Timing matters here. OpenAI’s Sora video generator hit headlines around the same launch window, reaching top App Store positions. The attention likely pushed curious users toward Meta AI as well – either to compare experiences or because Sora’s invite-only access left them looking for alternatives.
Winners and Losers
As of October 17, Meta AI saw a 15.58% increase in daily active users worldwide. Meanwhile, established players dropped: ChatGPT fell 3.51%, Grok dropped 7.35%, and Perplexity declined 2.29%.
The data suggests OpenAI’s gatekeeping strategy may have directly boosted competitors. Users who couldn’t access Sora tried Meta AI instead.
What This Means for E-commerce
While Vibes itself showcases surreal creative content – from fuzzy creatures to cats kneading dough – the platform’s explosive growth reveals something critical for brands:
Mass consumer appetite for AI-generated video has arrived.
Source: about.fb.com/news
This matters because Vibes is just one piece of Meta’s AI ecosystem. Behind the entertainment feed sits a suite of commercial tools that brands can actually use. Meta’s broader Advantage+ AI tools already deliver up to 22% boost in return on ad spend for brands, and the platform continues expanding video generation capabilities specifically for marketing.
How Brands Can Use AI Video Tools
Meta recently announced image-to-video generation that converts multiple images into animated clips with text overlays and music. The technology extracts key phrases and thumbnails to showcase product value propositions. Brands can now apply logos, colours, and fonts automatically across AI-generated creative assets, maintaining brand consistency at scale.
What Vibes Creates
Mark Zuckerberg showcased Vibes’ capabilities through examples including fuzzy creatures hopping between geometric cubes, a cat kneading dough like a professional baker, and an ancient Egyptian woman taking a selfie overlooking pyramids. While these demonstrate the creative range, the commercial applications differ significantly.
Source: Meta
Examples from the market:
- H&M created AI-generated “digital twins” of models to instantly generate hundreds of product images without repeated photoshoots
- Levi’s explored using AI models to supplement human models to increase diversity in their product imagery
- Fashion brands report 3.2x higher engagement with AI video vs. static imagery
Strategic Implications
For e-commerce marketers, the Vibes growth demonstrates mass appetite for AI-generated video content. Meta is also testing Business AIs in ad formats, enabling customers to chat with AI assistants via promotions on Instagram and Facebook.
The platform advantage matters – Meta AI sits inside the ecosystem. Brands now have free AI video tools from the company controlling the channels where most social commerce happens.
The 775K to 2.7M jump in four weeks shows AI video tools aren’t experimental anymore – they’re driving platform adoption and reshaping how products reach customers.
