How would you set goals for Instagram Reels? Pick your success metrics and walk me through your trade-offs.
Meta- Bina Campos
Clarifying the product:
Reels is a product/part of instagram that lets users create 15 second single or multi clip videos.
Service it provides is it lets users become creators and share their videos at a global scale/platform
Competition:
Tiktok is the biggest competitor/direct
Parallel/substitute – Youtubes, vimeos
Structure for goals:
As mentioned above TikTok had a phenomenal adoption and that prompted reels to be developed. Based on the product lifecycle there can be different goals. As an example, in our case the offering is relatively new launched on August and the goals – thinking from a customer lifecyle point of view can be listed below
- Acquisition
- Activation
- Adoption
- Engagement
I would also like to incorporate the mission of Facebook and also the business goal of Facebook
- Mission: To capture and share worlds moments
- Business Goal – Make people spend more time on platform and thereby increase the number of impressions, reducing the cost of serving impressions, increase ad revenue
Users and potential users of reels:
- Users, current users of Instagram
- New users to instagram
- Users of Facebook not on instagram
- Businesses
- Products
- Services
- Potential users – Movie/Production houses
- Promotions/Trailors
Tying back the mission of Instagram I am going to be focussing the users of Reel and not businesses for now
- Total Number of reels created
- Total Number of views by reel
More videos and more views also have a direct impact on the business goal
I will delve deeper on tangible KPIS for achieving the goals
The reson for picking the above two metrics and what we need to be careful about
- More the reels more adoption – Might be misleading but we will have to analyze based on per user reel uploads, views, segment further based on the kind of user they are (power user, active user, medium and once a while users etc.)
- More views – Can be misleading, what we want is unique views by reel to gauge engagement
| Stage | User | Reel |
| Acquisition | # of new users signing up for the Instagram (can be tracked based on PR/advertising/survey after launch) (1) | |
| # of existing Facebook user signing up for Instagram for reels (measurement similar tactics as above) | ||
| Engagement (active) | # of new IG users giving access to camera/audio and recording videos in private (2) | |
| # of new/existing IG users posting reels (3)
|
# of reels posted – total (5)
# of reels posted per user (6) Average # of reel seconds posted per user (7)
|
|
| Engagement (Passive) | # of new/existing users viewing reels(4) | # of reels viewed by user (8)
# of seconds of reels viewed by user(9) |
prioritization of metrics
For acquisition
(1) finding if the new service is causing more users to signup
(2) Funnel Tracking to encourage conversion – People who have given access to recording now and not prior to launch of service
Engagement
(3), (6) (7) – imperative that more the viewing content more views and more eye balls
(4) (8) – To convert on the fence users to start posting reels