How would you measure the success of Instagram reels?

 

Instagram goal/mission: Capture and share moments, creating memories.

Instagram Reels mission: Capture and share video moments, connect with trends, create more viral videos

 

Users:

1. Content creators: The people that upload and share reels

2. Content viewers: People who consume reels: view, share, comment etc.

 

Reels goal: Since it’s an in-app feature, and we are aiming to target existing customers, we will focus on Engagements metrics

 

North-star metrics:

* Overall interaction (like, share, comment) / day: the number of interactions the viewer is doing on Instagram.

* # of uploaded reels a day

 

Complementary Metrics:

1. # uploaded reels

2. # of users with at least 1 uploaded reels: The adoption of the product- content creator side

3. # of users with at least 1 viewed reels: the adoption of the product: viewer side

4. AVG time spent on app / on reels: the total engagement on the app

 

Counter metrics:

1. # of stories/videos uploaded: Reels will eventually cannibalization some of the other Instagram features

 

Metrics Trade-off:

 

Summarize:

IG goal is to capture and share memories with the community, and Reels focus on enhance the way people share video moments.

the are two main users for reels, the content creator and the content viewers.

The main goal of reels, I to increase the engagement with Instagram for both users.

 

Out north star metrics, which will focus on the viewer side is the number of interactions a day.

to measure our impact on other features, we will count the number of stories and videos uploaded, if this number is decreasing it mean that more users found reels interesting.

My process for answering this Facebook metrics question:Clarifying questions

• What state in the product lifecycle is Reels? About to launch for the first time? Or as is – mature state.
• Do I have specific goals to already look at by management?

What is the product

Reels is a short form video content that can live permanently on the user’s profile. These videos can be 15 to 60 seconds and can have music and other effects added to them.

Who are the customers

• Creators
  • Have an idea or concept of Reel ? Record the content ? Edit ? Upload video
• Viewers
  • Watch the Reel ? Like, comment

Northstar metric

Metrics that’s the intersection of the the user and the value of the product

We need to make sure that both sides of the Instagram ecosystem are well served – creators and viewers

Number of Reels watched

• Moment when user gets the most value – creator’s Reels are being enjoyed and viewer is consuming quality videos

Supporting metrics

• Number of Reels uploaded
• Number of comments and likes on Reels
• Number of Reels watched per day
• Total time spent watching Reels
• % users who have created more than 1 Reel
• Average numbers of Reel uploaded per user per month

Counter metrics

Distribution of Reels watched – want to make sure that the majority of Reels watched aren’t created by a small chunk of creators

Numbers of Reels reported

Time spent on Stories

Time spent on timeline