Meta launches ‘Vibes,’ an AI video feed taking on TikTok and Reels

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Meta has unveiled Vibes, a dedicated feed for AI-generated short videos, rolling out on the Meta AI app and meta.ai. Positioned as a challenger to TikTok and Instagram Reels, the feature allows users to create or remix clips with visuals, music, and stylized effects, before sharing them within Vibes or cross-posting to Instagram and Facebook.

Mark Zuckerberg announced the launch on Instagram, showcasing whimsical AI-made clips like a cat kneading dough and an ancient Egyptian woman snapping a selfie. The feed combines professional creators and everyday users, with personalization algorithms designed to tailor recommendations. For now, Vibes is supported by partnerships with Midjourney and Black Forest Labs while Meta continues to develop its proprietary AI models.

The rollout, however, has triggered a wave of backlash. Critics flooded Zuckerberg’s post with dismissive comments such as “gang nobody wants this” and “Bro’s posting AI slop on his own app.” Many argue that a standalone feed of AI content risks saturating platforms with low-value videos at a time when other networks, including YouTube, are tightening policies to curb “AI slop.”

This tension reflects a broader industry dilemma: platforms are eager to showcase generative AI innovation, but audiences increasingly crave authenticity. Meta itself has previously emphasized original storytelling and curbing “unoriginal” content on Facebook. Vibes’ focus on synthetic clips therefore raises questions about strategic coherence and long-term engagement.

Despite skepticism, Meta is betting that its investment in generative AI will redefine how users engage with short-form media. Whether Vibes becomes a credible rival to TikTok and Reels—or another experiment met with apathy—will depend on whether audiences embrace AI-generated creativity as entertainment rather than clutter.