AI-generated videos have become the "traffic trump card," and Meta AI downloads have also surged.

AI-generated video is rapidly becoming the key to attracting users, and Meta seems to have gained an advantage in the fierce competition of AI applications with this "traffic trump card."

According to the latest data from market intelligence provider Similarweb, after the launch of the AI short video platform "Vibes," user data for the Meta AI mobile application has seen a significant surge. As of October 17, its daily active users (DAU) on both iOS and Android platforms have jumped to 2.7 million, whereas just four weeks earlier, the number was hovering around 775,000.

Meanwhile, the app's download momentum is also strong. Data shows that Meta AI currently garners 300,000 new downloads daily, far exceeding the less than 200,000 downloads seen a few weeks ago. Looking at a longer time frame, the growth is even more astonishing: on October 17, 2023, the app's average daily downloads were only 4,000.

This growth coincides precisely with the launch of the AI short video platform "Vibes" within Meta AI on September 25. Although Similarweb pointed out that its data model did not capture significant effects from search or advertising, the strong correlation between the launch of "Vibes" and user growth provides robust data supporting the argument of "AI video driving traffic."

This trend has had a direct impact on the market landscape. While Meta AI's user numbers have surged, some of its main competitors are facing user attrition.

Data shows that on October 17, daily active users for ChatGPT, Grok, and Perplexity dropped by 3.51%, 7.35%, and 2.29% respectively, while Meta AI grew by 15.58% against the trend.

Meta launches Vibes platform, enters the AI video market

On September 25, Meta announced the integration of the AI video creation platform Vibes into the Meta AI app, allowing users to create, discover, and share short video content.

According to Meta, when users browse the Vibes feed, they will see AI-generated videos from different creators and communities. As users spend more time, recommendations in the feed will become increasingly personalized.

When users find content they are interested in, they can choose to directly remix it. Videos can be published in the Vibes feed, sent to friends via private message, or cross-posted to Instagram and Facebook with one click, greatly enhancing the potential exposure and viral spread of AI content.

Competitor Sora an Unexpected "Assist"?

Aside from its own product iterations, Meta AI's growth may also benefit indirectly from competitor strategies. Recently, OpenAI's video generation model Sora sparked heated discussions in the market, with its app briefly topping the App Store charts and attracting many users eager to try it out.

Similarweb's analysis suggests two possibilities. First, the heightened attention to AI video generation technology sparked by Sora may prompt some users to proactively seek out and test similar products, including Meta AI, for feature comparison.

Second, Sora's current "invite-only" strategy may inadvertently create opportunities for competitors. Users unable to obtain access to Sora may turn to other alternatives with open usage to experience the technology.

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