So we are talking about Insta business?

Mission of Instragram(Meta) —> Building community and bringing people closer

High level strategy + Landscape of the company: Online shopping or availing services are only increasing. Not only physical goods/e-products, people use instagram shopping to hire consultants or free lancers ? Scope is increasing: Barrier to entry is very low, market is very scattered and filled with so many niche and powerful SMB both stuggling and growing.

Competition mainly from Google and TikTok. So need to provide some competitive advantage

Customers and business look for their ease and are easily shifting any platform. They have accounts on all the apps. So we need more engagement and retention.

This brings to our goal: Increasing the engagement.

Clarifying questions:

1. Any time constraints: Assuming 6 months
2. No budget or tech/infra constraint
3. Not focusing on any particular geo
4. Assuming omnichannel experience both web and mobile/tab

Overview —> Users + PP + Solutions + Metrics

(Since Instagram business is a marketplace with 3 key entities: Customers, Businesses, Advertisers)

Focusing only on businesses since the scope is SMB

Users: Already defined SMB

Still I want to segment what different SMBs can be there:

I choose to do this by the type of services they are providing:

A. Physical goods ( can ship: art; in store only: cafe)

B. Digital goods ( PPT templates, Marketing posters)

C. Consultants ( They sell their time, no tangible product)

I am not specifically choosing one as I dont believe they are mutually exclusive collective exhaustive. There is a lot of overlaps in the needs of all these 3 sub-segments.

Pain points for SMB:

a. How to grow my business?

b. How to price my offerings?

c. How to optimize my time?

The biggest paint point for the smb under this segment is to grow the business as that is more impactful to them. So selecting that pain point

Solutions

1. Suggested templates: Instagram can suggest the best templates/posts by similar accounts and customize with particular business to post and schedule based on when the targeted audience is most likely to view the post. It can also nudge the businesses what works best for the audience: Story/posts/reels based on interaction.
2. Personalized discounts: Using Instagram analytics, if it can tell who are the users who are frequent visitors, Instagram can send my personalized ads/direct messages about the discounts.
3. Understand the customer: They dont have special tools to understand the user’s feedback. The page/product can be filled with the comments and it is difficult for the businesses to understand what is the common ask/feedback. Instagram can use sentiment analysis to understand the feedback. For example, if customers are saying that one particular product should be complemented with others, then app should suggest such feedback to the businesses.
4. Dynamic hashtags: Hashtags keep on changing with the customer needs. Instagram can periodically scan the used hastags and recommend user to update it or while creating the content, it can scan the content and suggest high interacting hashtags.

I will choose 3 based on the above metrics.

How to evaluate:

1. Awareness: Change in the # hits on the account/products
2. Engagement: Change in the # of followers of the SMB account. # orders/queries about the offering placed. # the account is referred by the customers in their own posts to show what they purchased.
3. Retention: NPS/similar score provided by Instagram, if same feedback is appearing again