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Avg comments on a news platform increased from 2 to 3 in 2 days time. What are your hypotheses?

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Avg. comments increased from 2 to 3. 50% increase, so need to investigate.

Follow up questions -

Are these good comments or bad comments? Mix

What kind of a news platform is this?

  • International
  • National
  • Regional

Was the increase specific to any geography? Yes. India

Is the platform multi lingual? Yes

Is the increase specific to any language? No

Is the increase specific to any city/ state? No

Is this increase observed across all other news platforms in the state? Don't have the data

Possible hypotheses -

  • User behaviour
    • People are emotionally charged up due to a recent event
    • The rise in comments is from power users from a specific domain
    • Holiday period and hence people have more time
  • Product/ Algorithm changes
    • Recent UI changes in the platform for adding comments, notifs regarding that
    • Some algorithm changes led to showing viral content at the top and people started commenting more
  • Bugs/ Platform changes
    • Existing bug related to comments view got fixed, due to which the comments were not showing up earlier
    • Artificial increase through chat bots
In order to validate my hypotheses, I would like to evaluate -
  • Any recent events that triggered people's emotions
  • Are these comments from all users or few users with very high comments
  • Whether it's a holiday perioed and if yes, then compare the trend same time next month, to check if it was holiday effect
  • Were there any UI changes released during that time
  • Did the team do any algorithm changes related to priroitising the content
  • Were there any bugs related to the comments feature fixed during that time or some limit threshold changed
  • Can we detect some spam activity in the platform which is causing this infaltion
To summarise my findings, a 50% jump in average comments is likely due to some content virality, product changes or some bugs/ spam activities internal to the platform. I need to go through the data points and analyse the content, posts, etc. to furhter zero down on the actual root cause
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