Vibes, the new app tested by Meta, explores a video stream generated entirely by artificial intelligence, separate from Instagram and Facebook. Between creative prowess, extreme personalization and debates on content quality, this format could redefine the way we consume and produce short videos.
Meta is accelerating its generative video efforts with VibesAn autonomous app designed to produce and recommend short, AI-generated clips, bypassing traditional social media. The stakes go beyond the "novelty" factor: it's about testing whether audiences will embrace this form of entertainment. 100 % synthetic, calibrated to the second based on tastes, moods and micro-preferences.
This shift also raises questions for the ecosystem of creators and brands. How can they differentiate themselves when the algorithm can generate thousands of variations of the same concept? And what rules should be imposed to avoid a saturated stream of bland content?
Vibes, Meta's standalone application: a bet on a 100 % AI-generated video stream
The choice of a separate application is not insignificant: it serves as a laboratory. By isolating Vibes of Instagram, Facebook or Threads, Meta can measure adherence to a mode of consumption where the identity of a creator weighs less than the sensation provided by the video. This breakthrough is part of a clear dynamic: in-house generative models, supported by the Llama ecosystem, now have the capacity to feed a continuous stream with sufficient consistency for mainstream use.
The short format, inspired by TikTok's attention-grabbing mechanics, is changing the creative landscape. On Vibes, video becomes an "on-demand" product: a request, a mood, a visual style, and the tool generates a clip. A sports brand could, for example, generate a series of "urban workout under red neon lights" sequences in real time, then adapt the music, energy, and typography, without filming or casting. The potential is staggering: industrialize inspiration while retaining a sense of novelty.
This logic is already evident in hybrid uses on existing platforms, where AI is used to produce "highlights" or to create multiple shorter versions of the same content. To understand this trajectory, let's take a detour through AI-generated YouTube highlights allows us to understand how automation reshapes editing, rhythm, and storytelling.
In tests conducted with a limited panel, the challenge is twofold: to prove that the experience is seamless and to avoid the effect of a technological showcase. A synthetic flow doesn't forgive boredom; if there's no human interaction, everything rests on the perceived quality and the relevance of the clip at the right time. The natural transition then leads to the central question: what is the value of content when it is perfect… but without real-life experience?
Quality, “AI slop” and personalization: what Vibes is changing for attention and video culture
The debate surrounding Vibes This crystallizes around a fear: the normalization of a stream of seductive but interchangeable images, sometimes referred to as "AI slop." The risk is not merely aesthetic. It is cultural: if video becomes an optimized stimulus, storytelling, humor, surprise, or emotion could be replaced by repetitive visual formulas. Social networks have already experienced periods of homogenization—identical filters, the same music, the same transitions—but automated generation can amplify this phenomenon on an unprecedented scale.
Meta attempts to turn the argument around by focusing on the extreme customizationThe idea is simple: if each video is crafted to match a specific mood (calm, energetic, nostalgic) and refined preferences (colors, editing, pacing, overall feel), the user is more tolerant of the absence of a human author. A telling case study can be imagined around a fictional agency, Atelier Nova, which manages the social media presence of a digitally native vertical brand (DNVB) for the beauty industry. By testing Vibes, the agency observes that the generated clips achieve a higher completion rate when the style is "editorial" and the red-and-white palette is consistent, but that engagement drops as soon as the feed features too many variations without a signature style.
The heart of the problem then becomes the creative coherenceIt's not just about performance. AI videos still suffer from known flaws: textures that "glide," strange hands, and distorted objects. These artifacts are sometimes acceptable in very fast-paced streams. In branded content, they can ruin credibility. Hence the importance of mastering formats and distribution constraints: consistency depends not only on the model itself, but also on the export options. In this respect, this guide to image and video sizes for social media helps to precisely frame the renderings and limit degradation.
Transparency is becoming another lever for building trust. Several platforms are moving towards labeling the content they generate, which is changing how the public receives it. To understand this issue, it's helpful to follow the evolution of mentions on YouTube regarding AI-generated videosWhen the label is visible, the promise must be stronger: the user is less forgiving of approximations and expects a clear proposition. At this stage, the most strategic question is no longer "is it possible?", but "is it desirable, and at what attentional cost?".
While quality and transparency are key to adoption, another major challenge lies in defining the rules of the game. Rights, compensation, user safety, and the risk of addiction are reshaping how this type of content is deployed. It is precisely here that Vibes becomes a subtle indicator of a broader transformation.
Creators, brands and rules: rights, ethics and influence strategy around Vibes
With VibesCreators are no longer just competing with each other, but also facing a virtually unlimited production capacity. This doesn't condemn human creativity; it forces it to reposition itself. In an attention economy, the competitive advantage shifts towards... editorial differentiation A point of view, expertise, a lived experience, an ability to unite people. Brands, for their part, may be tempted to replace some of the filming with generators. However, a robust influence strategy is not limited to producing clips: it builds a consistent message and a relationship.
A methodical framework helps decide what to automate and what to preserve. The table below summarizes an operational approach, usable in internal briefings or with an agency, to arbitrate between AI production and human creation.
| Use on Vibes | What AI does well | Point of vigilance | When to prioritize the human element |
|---|---|---|---|
| Creative prototyping (moods, styles, universe) | Quickly generates multiple visual directions | Risk of uniformity and overly familiar references | When a brand signature needs to be immediately recognizable |
| Short variations of a campaign | Adapts rhythm, text on screen, atmosphere | Visual artifacts, logo/product inconsistencies | When the product needs to be shown accurately (packshot, textures) |
| Entertainment content | Optimize retention with effective patterns | May reinforce compulsive consumption | When the goal is to build a sustainable community |
| Educational content | Structure of simple and repeatable sequences | It can oversimplify and lose the nuance | When expertise and credibility are the primary value |
The subject of rights The key question is: what works were used to train the models, and how should rights holders be compensated when a style is replicated? Even without delving into legal details, a good practice for brands is to document prompts and sources of inspiration, and to avoid explicitly imitative requests ("do it like this artist"). This traceability becomes an asset, especially if compliance audits become more widespread.
Ethics doesn't stop at copyright. A perfectly calibrated, frictionless flow can exacerbate compulsive consumption behaviors. Brands that prioritize short-term performance must anticipate reputational backlash. In this regard, a useful perspective is to connect Vibes to current discussions on social media addictionsbecause "optimized" synthetic content can amplify already known mechanisms.
Finally, the most robust strategy involves combining approaches: using Vibes to test creative angles, then entrusting creators and human teams with the task of providing intention, nuance, and proof. The future of video doesn't necessarily pit humans against algorithms; it primarily rewards those who orchestrate both with rigor. The next step is therefore logical: to implement an influence strategy capable of leveraging AI without sacrificing the authenticity that sells.
To transform the Vibes opportunity into concrete results, support is just as important as the tool. ValueYourNetworkexpert in influencer marketing since 2016, relies on hundreds of campaigns conducted on social media to effectively connect influencers and brands, structure briefs, ensure editorial consistency, and manage performance. To build a strategy adapted to AI content and creators, all you need to do is contact us.