Meta’s “Vibes”: The Next Era of Social Discovery

Romina Cadel
Sep 30, 2025
2 min read

A New Kind of Feed

Meta is testing a new AI-powered video feed called Vibes, and it could mark one of the biggest shifts in how people discover and engage with content online. Unlike traditional feeds that prioritize who you follow, Vibes is designed to surface short-form videos entirely generated and curated by AI, blending human creativity with machine intelligence.

This isn’t just another TikTok clone. While Reels compete in the short-form space, Vibes is about experimentation, discovery, and new modes of engagement. The feed will highlight AI-generated clips based on cultural moments, trending topics, or even community vibes, offering users an endless stream of fresh and unpredictable content.

Why It Matters for Brands

For marketers, Vibes represents both an opportunity and a challenge. Traditional strategies built around influencer partnerships or organic reach may need to be rethought when much of the content pipeline comes from AI rather than individuals.

Opportunity: Vibes offers a new playground for brand creativity. Imagine a campaign where AI tools remix your brand’s visuals, slogans, or music into viral-style clips tailored to different subcultures.
Challenge: Brands risk losing control over context. With AI curating content, marketers will need to adapt messaging to ensure alignment with the unpredictable nature of machine-generated trends.

The Shift in Social Media Management

Vibes is part of a bigger move in social media: algorithms and AI—not user follows—are becoming the gatekeepers of attention. Just as TikTok transformed how people discover creators, Vibes could reshape how people discover brands.

This shift means brands must:

Optimize for contextual relevance, not just follower counts.
Invest in AI-ready content strategies that can be remixed and adapted.
Reimagine engagement, focusing on participation in cultural moments rather than pushing static campaigns.

The Future of Discovery

If Vibes succeeds, it may redefine how brands are found. Instead of planning campaigns around demographics, marketers may need to think in terms of vibes—the moods, aesthetics, and micro-trends that AI will amplify.

It’s a reminder that the future of digital marketing is not about chasing algorithms but about building adaptable brand identities that can thrive in unpredictable, AI-driven ecosystems.

Key Takeaways

Meta’s Vibes is an AI-first video feed designed to surface cultural moments and experimental short-form content.
Marketers must adapt by creating content that is remixable, contextual, and ready for AI-driven discovery.
Engagement is shifting from follower-based reach to vibe-based discovery, requiring more flexible brand strategies.

Expert Insights

“Social discovery is no longer linear—it’s dynamic and AI-driven. Vibes is an early glimpse into a future where brand relevance depends less on who follows you and more on how well you resonate with cultural currents amplified by machines.”