Meta is giving its AI video feature a dedicated home. The company has confirmed that it’s testing a standalone version of Vibes, a tool that generates and shares short-form videos using AI. Think of it as TikTok or Instagram Reels — but every post is AI-made.
Previously tucked inside the Meta AI app, Vibes will now have its own app, signaling Meta’s intention to carve out a stronger foothold in the emerging space of AI-generated social video. The move also positions Meta in more direct competition with OpenAI’s Sora, which offers a similar experience with AI video creation and sharing.
This article explores what’s changing with the new Vibes app, why it matters for marketers, and what strategic implications to keep in mind as social platforms double down on generative content.
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Patrecia Meliana
What’s new with the Vibes app
Meta confirmed to TechCrunch that it’s testing a standalone version of Vibes, an AI-powered video app that’s been available through the Meta AI experience since September 2025.
Vibes enables users to generate short videos from scratch or remix existing AI clips. Users can add music, switch up visual styles, and then publish their creations to a social feed. Content can be sent via direct message, or cross-posted to Instagram and Facebook Stories or Reels.
Meta says early traction within the Meta AI app justified the test of a separate app. According to the company, user behavior mirrors the way people interact with Reels, especially when it comes to sharing videos with friends.
The platform is also experimenting with monetization: while Vibes is currently free, Meta is preparing to roll out freemium subscriptions for extended video creation features. These tests are expected to launch in the coming months.
Patrecia Meliana
Why Meta is separating Vibes from Meta AI
Meta says the decision to spin off Vibes was fueled by growing engagement and a need for a more “focused and immersive environment.” By removing it from the broader Meta AI app, Vibes can now evolve with its own UX, feature roadmap, and performance metrics — all of which point to Meta’s ambition to build a new behavior around AI video content.
Critically, this sets Meta up to compete more directly with OpenAI’s Sora, another platform that centers AI-generated videos in a feed-style experience. That suggests Meta is betting not just on AI as a backend tool, but as a new format for creation and social engagement.
It’s also consistent with Meta’s larger strategy of spinning out focused experiences — like how Messenger was unbundled from Facebook — to reduce feature bloat and encourage standalone adoption.
What marketers should know
AI-generated content isn’t just a gimmick anymore — it’s shaping the future of how people create and consume social video. Here’s what marketers should consider as Vibes evolves:
- AI-native video is becoming mainstream
With tools like Vibes and Sora, content creation is shifting from creator-led to AI-assisted formats. Marketers should monitor how these platforms influence user expectations and storytelling norms.
- Cross-platform utility still matters
Vibes integrates tightly with Instagram and Facebook, meaning brands experimenting with AI video can test content in one place and distribute it across Meta’s ecosystem without additional production costs.
- Freemium models may influence branded content
If Meta introduces premium Vibes features (e.g., longer video durations, enhanced visuals), brands may need to invest in subscriptions to unlock full creative capabilities for campaigns.
- The social graph is changing
If AI content becomes as shareable and viral as human-generated clips, expect shifts in engagement metrics, virality patterns, and audience behavior on Meta platforms.
Marketers should experiment early, but also critically assess how AI-first formats align with their brand voice, storytelling goals, and audience expectations.
Meta’s move to make Vibes a standalone app marks a strategic pivot toward AI-native content experiences. As generative media becomes more accessible — and more social — marketers have a fresh sandbox to test, learn, and adapt.
Whether this takes off like Reels or fades like Lasso will depend on user traction and creative utility. But one thing’s clear: AI-generated content is no longer a sideshow. It’s becoming a front-row player in the race for attention.
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