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Imagine you were in charge of Meta (Facebook) Watch. What metric would you want to measure?

  • Related to Metrics
  • For Growth PM
  • Asked at Meta
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Answers (3)

FB Watch:

FB Watch allows users to view, post videos from their friends, marketers, business, live content and FB’s own content.

FB mission is to bring the world closer together and give tools to form communities.

FB Watch allows users to view videos from friends, groups and others and thus allow them to come together.

Clarifications:

What is the goal of the measurement ? You decide.

Ok I will go with engagement.

Any specific region ? No, the entire world

Any specific platforms/devices. No, overall

Now, that I have better clarity about FB mission and FB watch, I want to state my approach.

Approach

First, I will define the goal for measurement.  Next, I will state the user type and pick one user type. I will walk through the customer journey and state different metrics for each of the stage. Prioritize the metrics as primary and secondary and pick a few main metrics. Finally I will summarize my recommendation.

Goal – To increase engagement

FB Watch is a 2-sided marketplace. So these are 2 main users:

Creator – These users create content for others to view. It can be an individual, a business, groups, live content, or FB

Viewer – They are mainly individual users who view content created by others.

Any particular user type I should select ? No, you decide

I pick viewers as majority of the FB users are viewers who view content created by themselves and others. Our goal is to increase engagement and viewer would be best to view engagement

Customer Journey

Stages Metrics Primary/Secondary
User views FB watch content on their newsfeed % of users who viewed FB watch content on newsfeed

 

 S
User view FB watch content on FB watch tab % of users who viewed videos atleast once on FB watch

 

 P
  # of users viewing FB watch video daily,weekly and monthly P

 
  % of FB watch videos viewed through newsfeed and % viewed directly on FB watch P

 
  Avg video view duration S
User likes the video % of FB watch videos liked P
  # of FB watch videos liked daily/weekly/monthly S
User shares video on FB/other social media % of FB watch videos shared on FB P
  # of FB watch videos shared daily/weekly/monthly S
  % of FB watch videos shared on FB compared to total shared video S
  % of shared video categorized by each social media S
User comments on video % of FB watch videos commented upon S
  # of FB watch videos commented daily/weekly/monthly S
User saves video # and % of videos saved S
  % of saved videos viewed/shared S

Since goal is to increase engagement, I have not talked about monetization such # of ads viewed, avg ad revenue etc.

Now I would like to pick some of primary metrics,

As per my categorization above my primary metrics are:

1. % of users who viewed videos atleast once on FB watch,

2. # of users viewing FB watch video daily,weekly and monthly,

3. % of FB watch videos viewed through newsfeed and % viewed directly on FB watch,

4. % of FB watch videos liked,

5. % of FB watch videos shared on FB

Since goal is engagement, the metrics that would give most impact is % of users using FB Watch so 1,2, and 3 are important metrics. It is also important to know the % of videos that were liked and shared. As like and share allows user’s friends to view these posts and thus increase engagement.

Summary:

I had to come up with few metrics to measure FB Watch. The main goal for measuring was engagement. So based on that I listed few metrics for each stage of user journey.

Then I prioritized my metrics and picked 5 primary metrics as main metrics.

1. Clarifying question on what is Facebook Watch: Original shows and popular videos in different categories from producers and creators you love.

 

2. Align on goal of FB as well as this product:

FB Goal: Bring the world closer together and provides the tools to form communities

PB Watch Goal: Furthers FB’s goal to bringing creators and viewers together by watch videos

 

3. I would approach this be mapping the customer journey and identifying the metrics that are relevant in each step

Awareness: Do we know the % of people that are aware of Facebook Watch? Measured perhaps via a survey

Activation: How many people are clicking the “Watch” tab in the homepage or other entry points within FB

Engagement: How many people are watching the video for more than X seconds, How many are scrolling the the page and videos, Reacting, Commenting

Retention: Weekly Repeat Active Users

Revenue: Ad revenue (business goal)

Referral: How many videos are being shared or linked

 

4. Evaluate the metrics for prioritization based on impact and effort to measure them:

– How many people are clicking “Watch” tab aka. measuring entry points: Low Effort, High Impact

– How views of more than X seconds: Low Effort, High Impact

– How many people are scrolling the page: Low Effort, Medium Impact

– Engaging: Reacting, Commenting: Low Effort, High Impact

– Retention: Weekly Repeat Active Users: Medium to Low Effort, High Impact

– Revenue: Low Effort, Medium/High Impact

– How many videos are being shared: Low Effort, High Impact

 

5. Prioritize the Metrics:

As the lead of FB Watch, I would track:

  1. How many videos of more than X seconds
  2. Traffic from entry points
  3. Engagement- Commenting > Reacting
  4. Shares
  5. Weekly Repeat Active Users

Answer this Facebook execution question with the following approach.

Clarifying question:

FB watch is a video feature in FB where users can see videos from their friends, public videos from FB community, live content, shows, sports, and games, etc.

FB Mission – Bring the world closer together and give tools to form communities

FB watch aims to further FB mission by connecting the world via videos and forming stronger communities.

Now that we have a clear understanding of the product and the FB mission. I want to take the following approach to define key metrics:

  1. Goal – Define the goal of the product, Define key user segments that interact with the product.
  2. Define key actions those users take and define metrics that capture those actions. Finally, I would like to think about evaluating the relevance these metrics to the overall product goals.

Key user segments:

  1. Creators – These are folks publishing live videos, publishing video etc.
  2. Consumers – These are users who view content being published.

The key actions that a creator takes are:

  1. Create and publish videos.

The key actions that a consumer takes are:

  1. View content
  2. Engage with content – react, share, comment etc.

Thus key metrics for creator and consumer would be:

  1. Creator: # of videos published per creator (Sliced by day, week, and month)
  2. Consumer: # of videos seen per viewer, #average reactions per user per video, average comments per viewer per video. (Sliced by day, week, and month)

I would look at the above key metrics sliced across time frames such as day, week, and month and compare it YoY data.

In order to evaluate the reliability of these metrics, I would first think if it aligns with overall FB mission and product goal. The above metrics do help us understand how effectively are creators and consumers trying to connect with the world and by engaging with the platform, so it satisfies that part.

Further to understand if the metrics are giving a good directional sense of whether the business is performing well, we can see if there is a typical positive correlation between things like photos, newsfeed views etc and ideally there should be some form of positive correlation with our defined metrics.