You are the PM for Facebook Notifications (Bell Icon). Why should Facebook continue investing in this product?

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You are the PM for Facebook Notifications (Bell Icon). Why should Facebook continue investing in this product?

Asked at Meta (facebook) in the past year

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Abhijeet Das · Answer 1 · 2025-07-06T20:13:41+0000

Should facebook continue to invest in the Notifications feature?

Usecases for notifications -

Birthday reminders
Somebody from user's contacts marked themselves safe in case of a tragic event
Somebody from user's contacts posted some content
Somebody posted content whom a user is following
Somebody posted in a group, of which the user is part of
Cross feature discovery

Qualitative analysis -

Facebook is a social media platform whose mission is to give power to the people to build community and bring the world closer together. Each of the above notifications usecases are closely linked with meta's mission wherein each of them empower people to know about their contacts well being or bring them together through wishes or content which is useful for the users.

In addition to this, I would also like to run user surveys regarding the popularity of the notifications feature and how much users think it is relevant today

Quantitative analysis -

I need to analyze the below metrics -

# notifications received per day per user
CTR of the notifications
Time spent on facebook per session post clicking on the notification
% notifications where users replied back
% user complaints related to notifications
NPS for the notifcations feature

Market research -

If we talk about other social media platforms, e.g, LinkedIn, it also has notifications feature and has proved to be very useful to get people notified when something relevant to their interested content/ contacts is posted. So, this feature is important from the competitor parity perspective as well

Recommendations -

Notifications feature is important for the users. It not only notifies users about certain events but also increases the user engagement and retention onto the platform as a result of seeing the notifications. Additionally, the more time people spend on the platform, more likey are the chances of getting ad revenues when they click on them. It brings people closer to each other by letting them know about important events. Also, it is important from the competitor parity perspective. By removing this feature, Facebook can save on some infrastructure cost which would be non consequential compared to the decrease in user engagement without his feature. So, in my opinion, there is no immediate need of discontinuing this feature. However, if the notifications metrics data suggest that the CTR is very low or there is no significant increase in the time spent by users on facebook upon receiving a notification, we can think of next steps on how to make notifcations more engaging through the intervention of AI assistant.