Meta is putting its muscle behind Muse as the AI app takes off

Meta is heavily investing in Muse, an AI-powered app that has gained significant traction since its September 8 launch. Following its debut at the Meta Connect developer conference, the app's popularity has soared, with downloads exceeding 3.4 million, according to Sensor Tower's latest estimates. The app's polished design and powerful AI model have received positive reviews, contributing to its rapid growth.

Following the conference, Muse's install count has nearly tripled to over 3.4 million, as the app was showcased with various features, including video chat with its avatar, integration with Mac computers, and a dedicated email address. Sensor Tower's data shows that the app's daily active user count surged by 27% in the wake of the conference, reaching an estimated 2.8 million downloads in its first two weeks.

Meta's marketing strategy for Muse differs from its approach to other apps. While Threads benefitted from user-generated content promotions, Muse's promotional units highlight AI capabilities tailored to individual user needs. Meta started advertising Muse on September 9, followed by increased advertising on mobile ad networks and social platforms like Reddit, TikTok, and YouTube. By September 22, Muse ranked among the top 10 brands by advertising spend.

Despite Meta's promotional efforts, only 6% of the app's ad impressions can be attributed to Meta's campaigns. Muse's growth is attributed to a combination of strong organic downloads and Meta's cross-platform marketing strategy.