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A Dedicated Feed For AI-Generated Clips
Vibes launched in September as part of Meta AI. It allows users to create short videos from text prompts, remix existing clips, add music and adjust visual styles before sharing them. Videos can be posted to a dedicated feed, sent via direct message, or shared across Instagram and Facebook Stories and Reels.
Meta says early usage has been strong, although it hasn’t disclosed figures. According to the company, engagement around AI video creation and sharing has been growing steadily since launch. The standalone test is meant to give that format its space, rather than keeping it inside a broader AI tool.
In practical terms, it looks and feels like scrolling through TikTok or Reels, except the content is AI-generated.
Clear Competitive Positioning
Separating Vibes from the Meta AI app puts it in more direct competition with Sora, OpenAI’s AI video product that also blends creation and social sharing.
Meta is also preparing to test subscriptions for AI features across Facebook, Instagram and WhatsApp. Vibes, which has been free so far, is expected to move toward a freemium model. Users would keep basic access but pay to unlock additional video generations each month.
That shift could signal how seriously Meta views AI video as a long-term product category rather than a side feature.
What This Means For E-commerce Brands
For e-commerce teams, a standalone AI video feed could reduce production time and creative costs for short-form content. AI-generated product demos or localised creatives for the UK and EU markets may become easier to test and scale.
If Meta introduces subscription tiers for advanced video creation, brands could face additional costs — similar to how paid tools and ad budgets evolved on Reels and TikTok.
The key unknown is demand. Will users actively engage with AI-only video feeds, or will AI simply become another layer inside existing social formats?
