Meta just rolled out a new feature called Vibes, and let’s be honest—it’s not exactly what users were asking for.
The short-form video feed, now live on the Meta AI app and meta.ai, delivers only AI-generated content. No creators, no influencers, just algorithm-driven visuals ranging from weird to surreal.
This article explores what Vibes is, why Meta is betting on it now, and what marketers should keep in mind as short-form content evolves yet again.
Short on time?
Here is a table of content for quick access:
- What is Meta’s new Vibes feed?
- Users are not thrilled with the launch
- Why Meta is launching this now
- What marketers should know
Patrecia Meliana
What is Meta’s new Vibes feed?
Announced on Instagram by Meta CEO Mark Zuckerberg, Vibes is a TikTok-style feed that showcases AI-generated short videos. Users can scroll through clips made by others, or generate their own using AI.
The content? A mixed bag of oddities. Think cartoon cats kneading dough, digital creatures bouncing on fuzzy cubes, or ancient Egyptians taking selfies.
Users can create a video from scratch, or remix one they’ve already seen. Before publishing, they can add visuals, layer in music, tweak styles, and then share across Vibes, direct messages, Instagram, or Facebook.
To power the experience, Meta has partnered with Midjourney and Black Forest Labs while it continues developing in-house video models.
Users are not thrilled with the launch
The internet has not exactly rolled out the red carpet. Responses to Zuckerberg’s post have been brutal.
Comments like “Gang nobody wants this” and “Bro’s posting AI slop on his own app” reflect a broader sentiment: users are tired of generative content that lacks originality or emotional depth.
The reaction also clashes with Meta’s earlier messaging this year. The company publicly urged creators to prioritize “authentic storytelling” and warned against short-form content that offers little value. This makes the decision to launch a feed of fully AI-generated clips even more puzzling.
Why Meta is launching this now
There is a bigger play behind this awkward debut. In June, Meta restructured its AI operations into a new group called Meta Superintelligence Labs. This came after losing key AI personnel and amid pressure to catch up with players like OpenAI and Google DeepMind.
Vibes may be experimental, but it shows how Meta is doubling down on AI, not just behind the scenes but in user-facing features. While platforms like YouTube are tightening controls on AI content, Meta appears to be going the other way.
Whether this is strategic foresight or a tech misfire remains to be seen, but the move gives marketers an early look at where AI-generated media might be headed.
What marketers should know
Even if Vibes doesn’t take off, it reveals important shifts in platform direction and user experience design. Here’s what marketers should keep in mind.
1. AI-native content is entering the mainstream
Meta is building infrastructure to support and prioritize AI-generated media. If future algorithms favor this type of content, marketers may need to rethink how they produce and format brand storytelling.
2. Cross-posting is frictionless for AI clips
Brands could eventually generate Vibes content that moves seamlessly to Reels, Stories, and beyond. This opens a path for lightweight content repurposing across multiple Meta surfaces.
3. Authenticity still matters, even in AI formats
User reactions to Vibes show there is a fine line between novelty and cringe. If brands explore this space, they need to retain tone, message clarity, and relevance. Avoid the trap of using AI just because it’s available.
Patrecia Meliana
4. Short-form strategy is shifting again
TikTok redefined vertical video. Now Meta is trying to redefine who—or what—makes it. Marketers should closely watch whether users engage with AI clips or reject them in favor of creator-led content. This will influence where brands allocate attention and budget.
Conclusion: It’s a weird move, but one to watch
Meta’s Vibes feed is not a polished product, and early user feedback makes that clear. But it signals a direction. The company is betting that AI-generated video will become a format worth investing in, both for users and advertisers.
Smart marketers won’t rush in, but they also won’t ignore the signs. Vibes could flop or it could quietly lay the groundwork for how generative media integrates into everyday content ecosystems. Either way, now is the time to observe and prepare.
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