Meta 加码推广，AI 应用 Muse 迅速走红

在 Meta 本周年度 Meta Connect 开发者大会上对这款 AI 应用进行推广，以及早期评价称赞其精致设计和底层高度强大的 AI 模型的推动下，Muse 的增长势头正在加速。

本周初，自 9 月 8 日上线以来，Muse 的下载量已突破 250 万次。根据市场情报公司 Sensor Tower 最新估算，如今该应用下载量已超过 340 万次。

这些安装量数据仅截至该公司周四的估计值，可能会滞后于现实世界中的实际采用情况。

这意味着，数据甚至尚未充分反映 Muse 在 Meta Connect 上获得的大规模推广影响。在大会上，这家社交网络公司为这款新 AI 应用宣布了一系列即将推出的功能，包括与 Muse 虚拟形象进行视频聊天、支持在 Mac 上使用计算机操作功能、专属电子邮件地址、更多合作伙伴与连接器，以及智能眼镜集成计划。

其他市场情报公司的估计也显示 Muse 具有类似的强劲增长势头，但各家的数字差异相当大。例如，Apptopia 估计 Muse 至今的总下载量为 430 万次。（Muse 目前仅在美国和加拿大提供。）该公司估计，其中仅 iOS 平台下载量便达到 260 万次。

与此同时，另一家公司 Appfigures 表示，截至周四，其观测到的 Muse 安装量约为 230 万次，iOS 与 Android 平台的安装量几乎各占一半。

图片来源： Meta（截图）

Sensor Tower 还能够观察 Meta Connect 大会后 Muse 应用的日活跃用户数据。该机构发现，大会结束后的周三，这一数字增长了 27%。

在大会召开前，Muse 就已实现强劲开局。Sensor Tower 表示，该应用在应用商店上线的前两周内，估计获得了 280 万次下载。在此期间（9 月 8 日至 9 月 17 日），Muse 应用的下载量日环比平均增长 55%。作为对比，ChatGPT 上线后前 10 天的下载量日环比平均增长为 24%。与此同时，Claude 和 Grok 在各自上线期间的下载增长均出现下滑。

9 月 18 日星期五，Muse 登上美国 App Store 榜首，并自此保持这一排名。它也于 9 月 19 日登顶 Google Play Store，目前仍位居榜首。

虽然 Muse 迄今的大部分增长来自自然流量，但该应用也受益于同样的跨平台推广方式。这种方式曾帮助 Meta 最新社交应用之一 Instagram Threads 的月活跃用户突破 5 亿——即 Meta 向现有 Facebook 和 Instagram 用户推广该应用。

图片来源： Sensor Tower

不过，正如 Meta Threads 负责人 Connor Hayes 最近向 Business Insider 所说，Meta 推广 Muse 的方式与推广 Threads 的方式有所不同。Threads 同样涉及用户生成内容，Meta 在进行交叉推广时可以将这些内容与用户兴趣进行匹配；而 Muse 的难点在于，基于 Meta 对用户而言哪些内容具体有用或有帮助的理解，打造能够展示这名 AI Agent 可为用户完成何种任务的推广单元。

Sensor Tower 的数据显示，Meta 在 Muse 上线一天后的 9 月 9 日开始投放推广 Muse 的自有流量广告。10 天内，Muse 获得了 Meta 旗下各平台中大多数的自有广告推广资源，优先级高于 Facebook、Instagram 和 WhatsApp 的推广。Meta 还开始在移动广告网络及其他社交网络上推广 Muse，包括 Reddit、TikTok 和 YouTube。

Sensor Tower 表示，截至 9 月 22 日星期二，Muse 已跻身广告支出最高的前 10 个品牌之列。

不过，Muse 的增长不能仅归因于 Meta 的营销努力，因为从上线到 9 月 19 日，推广该应用的广告仅占广告展示量的 6%。

Muse’s traction is surging, fueled by Meta’s promotion of the AI app at its annual Meta Connect developer conference this week and strong early reviews that praised its polished design and highly capable AI model under the hood.

At the start of the week, Muse had surpassed 2.5 million downloads since its September 8 launch. Now the app has amassed more than 3.4 million downloads, according to the most recent estimates from market intelligence firm Sensor Tower.

The install numbers are only current as of the firm’s Thursday estimates, which can lag behind real-world adoption.

That means they don’t even capture the full impact of the big push Muse received at Meta Connect, where the social network company announced a range of upcoming features for the new AI app, including video chat with the Muse avatar, support for computer use on the Mac, a dedicated email address, more partners and connectors, and plans for smart glasses integrations.

Estimates from other market intelligence firms show Muse with similarly strong traction, though their numbers vary quite a bit. Apptopia, for example, puts Muse’s total number of downloads to date at 4.3 million. (Muse is currently only available in the U.S. and Canada). It estimates that 2.6 million of those were on iOS alone.

Meanwhile, another firm, Appfigures, says it sees Muse installs at roughly 2.3 million as of Thursday, almost evenly split between iOS and Android.

Image Credits: Meta (screenshot)

Sensor Tower also has visibility into daily active users for the Muse app following the Meta Connect conference. It found that figure climbed 27% on Wednesday after the event wrapped.

Before the conference, Muse was already off to a strong start. Sensor Tower said the app reached an estimated 2.8 million downloads in its first two weeks on the app stores. During that time (September 8 to September 17), the Muse app averaged 55% day-over-day growth in downloads. For comparison, ChatGPT averaged 24% day-over-day download growth in its first 10 days after launch. Download growth for Claude and Grok, meanwhile, declined during their respective launches.

On Friday, September 18, Muse climbed to the top of the U.S. App Store and has retained its ranking ever since. It also reached the top spot on the Google Play Store on September 19 and remains there today.

While much of Muse’s traction so far is organic, the app is also benefiting from the same cross-platform promotion that helped one of Meta’s latest social apps, Instagram Threads, top 500 million monthly active users — that is, Meta is marketing the app to existing Facebook and Instagram users.

Image Credits: Sensor Tower

However, as Meta’s Head of Threads, Connor Hayes, recently told Business Insider, Meta’s approach to marketing Muse differs from its approach with Threads. While Threads also deals in user-generated content that Meta can match to users’ interests when running its cross-promotions, the trick with Muse is to build promotional units that can showcase something the AI agent can do for the user, based on Meta’s understanding of what would be useful or helpful to them specifically.

Sensor Tower’s data indicates that Meta rolled out house ads promoting Muse on September 9, a day after its launch. Within 10 days, Muse received the majority of house advertising promotions across Meta’s properties, ahead of promotions for Facebook, Instagram, and WhatsApp. Meta has also begun advertising Muse on mobile ad networks and other social networks, including Reddit, TikTok, and YouTube.

By Tuesday, September 22, Muse ranked among the top 10 brands by advertising spend, Sensor Tower said.

Still, Muse’s growth can’t be chalked up to Meta’s marketing efforts alone, as ads promoting the app only account for 6% of the ad impressions from launch through September 19.