Meta has confirmed it is testing a standalone app for Vibes, its AI-powered short-form video creation tool. Launched last September within the Meta AI app, Vibes allows users to generate and share AI videos in a dedicated feed, creating a social experience akin to an AI-native version of TikTok or Instagram Reels.
A Dedicated Home for AI Creation
The move to spin Vibes into its own application signals Meta’s ambition to build a dominant platform in the rapidly growing generative video space, positioning it as a direct competitor to OpenAI’s Sora. Until now, the AI video feed was an integrated feature, but the company cited strong user engagement as the primary driver for creating a more focused environment.
In a statement, Meta explained its reasoning: “Following the strong early traction of Vibes within Meta AI, we are testing a standalone app to build on that momentum. 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.”
Meta noted that while specific usage numbers are not shared, the steady growth of Meta AI indicates a clear demand for a dedicated app that can offer a more immersive environment for both creation and consumption.
Features and Social Integration
The Vibes app allows users to either generate a video from scratch using text prompts or remix an existing video from their feed. The creation process includes tools to add new visuals, layer music, and adjust artistic styles before publishing.
Sharing is a core component of the experience. Users can post their creations directly to the Vibes feed, send them via direct message, or cross-post to Instagram and Facebook as Stories or Reels. According to Meta, this sharing behavior, particularly messaging videos to friends, mirrors the viral patterns seen with Reels.
The Shift to a Freemium Model
While Vibes has been free since its launch, Meta is exploring new monetization strategies. The company recently indicated it would test premium subscriptions for AI features, including Vibes. The plan is to introduce a freemium model where users have basic access to video creation, with an option to subscribe for additional monthly creation opportunities. These test subscriptions are expected to roll out in the coming months.
Relevance for MENA’s Tech and Creator Economy
For the MENA region, the launch of a dedicated AI video app like Vibes presents both opportunities and new competitive dynamics. The region boasts a large, young, and highly engaged social media population, with a thriving creator economy. A tool that simplifies video production through AI could significantly lower the barrier to entry for aspiring content creators in markets like Saudi Arabia, the UAE, and Egypt, enabling them to produce high-quality, imaginative content without extensive resources.
Furthermore, this development serves as a key indicator for regional startups and VCs. As global tech giants push deeper into generative AI for consumer applications, it highlights a massive market trend. MENA-based startups in the creative tech or MarTech sectors will need to consider how to integrate similar AI capabilities or develop unique, localized solutions to remain competitive. This move by Meta could also spur investment in local AI talent and infrastructure as the demand for AI-driven content grows.
About Meta
Meta builds technologies that help people connect, find communities, and grow businesses. The company’s platforms, including Facebook, Instagram, WhatsApp, and Messenger, are used by billions of people around the world. Meta is also moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.
Source: TechCrunch
