Meta's New AI Video Feed: What You Should Know

Meta has launched a new feature called Vibes on its Meta AI app. It replaces an older feed and focuses on short videos made by AI. You can find it on both the mobile app and the website at meta.ai. The Verge

What Is Vibes and How Does It Work

Think of Vibes as a space where people can create AI videos and share them. You can make a video directly in the app using Meta's AI tools, or you can take a video you already made on Facebook or Instagram and share it here instead. Reuters

The key shift is simple: the old feed just let you scroll and watch. Vibes is built to encourage you to make and share things, not just watch them.

Labeling What's AI-Made

Meta now requires creators to label videos and images that are made by AI and look realistic enough to fool people. The label is called "AI Info." If someone doesn't add this label when they should, their video gets shown to fewer people — it doesn't get deleted, just deprioritized.

This raises a practical question. Meta's systems have to decide what counts as "realistic enough" to require a label, but that line isn't always clear. Creators might struggle to know in advance whether their AI video will be labeled by Meta's systems, which puts them in a position where they have to guess at the rules. AP News

How This Connects to Ads and Personalization

Vibes is not separate from the rest of Meta's business. In December 2024, Meta said it would use what you do with its AI tools — including chatting with Meta AI — to personalize what you see on Facebook and Instagram, as well as which ads you get shown. That system is set to turn on in December 2025. Reuters

This matters for understanding Vibes. Every time you engage with an AI video on the Vibes feed — which ones you watch, how long you watch them, what type of videos you prefer — Meta gathers information about your interests. Once that December 2025 system goes live, all of that data helps Meta decide what ads to show you and what content appears in your feed.

In other words, Vibes is both a place to discover videos and a tool for Meta to learn more about you.

Other Companies Are Building the Same Thing

Meta is not the only company betting on AI-generated short videos. OpenAI has created a new social media app built around its video-making tool called Sora, aimed at competing with platforms like TikTok. AP News

The bigger picture here is that both companies see AI-generated video not just as a tool you use occasionally, but as the main type of content people will want to share and watch. Whoever builds the best system for creating and sharing these videos — and also controls the ads that run alongside them — will likely win the biggest audience.

What This Signals About Meta's Strategy

The Meta AI app has a tricky job: it needs to be useful enough on its own that you want to open it separately from Facebook and Instagram, but it also feeds information back to those main platforms. Vibes solves this problem by giving you a social reason to use it. Making videos and sharing them with others is something people naturally want to do, unlike asking an AI bot to answer questions or write an email.

This reflects what Meta is seeing happen in the real world. Simple AI assistants that answer questions are useful, but most people don't open them every day. Tools that let you create something you can show other people tend to get more regular use, because there's a social reward built in — people enjoy sharing what they made.

What's worth taking away from this is that Meta is betting on a different approach than some competitors. Instead of positioning the Meta AI app mainly as a tool for getting answers, it's positioning it as a place where creating and sharing are the main activity. The three pieces holding this together are the AI labeling rules, the data-sharing system that starts in December 2025, and the ability to cross-post videos from other Meta platforms. Each one alone is relatively small, but together they create a system where AI videos are the content, Meta's feed is where they get shared, and the data you generate while watching them becomes valuable to Meta's advertising business.