You just launched Instagram Video. How would you know if it is successful?

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You just launched Instagram Video. How would you know if it is successful?

Asked at Meta (Facebook) over a year ago

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jwische · Answer 1 · 2021-11-12T04:13:50+0000

This is my first post - so I'm not sure how good it is, but would love feedback! I practiced the Q: How would you measure success of instagram videos (so slightly different than the above Q)

Clarifying questions:

· Is there a way you are defining success or should I make my own assumptions?

· Are you looking at a particular user group I should be aware of?

· Is there a certain timeline you’re looking at?

· Is this videos on stories or on the feed?

Define: Instagram is a social media platform it allows users to post on their feed and in stories. Videos can span on feed and stories. Alternative post is static photo or static post. It allows the community to watch, share, comment on each other’s posts. Videos are short duration ~30 seconds.

Does this understanding resonate with you or is there anything else I should take into consideration?

Goal: Drive customer engagement and usage of Instagram

Users: Those that post the videos and those that engage with the videos. For the purpose of this Q and to help narrow down the scope I would like to focus on those who view/engage with the videos.

I would also like to narrow the scope down a bit further to be videos posted on a feed vs. a story because I feel the feed and stories have different usages. Would this be okay with you?

Journey: Sees a post, decides to engage with the post or not, continues scrolling

Metrics:

· # of users who engage with video posts (like, comment, share) within a month period – compare to static posts.

o Can rank engagement (e.g. share is top, comment, is middle, like is last)

· Avg/Median number of videos a person engages with during a month vs. static posts

· # of users who engage with videos over time (to measure retention)

· Avg/median number of videos a person engages with during a month over time (to measure retention)

· Customer type that is engaging with videos (is it just one particular customer segment or spans ages, regions, etc.)

· Time spent on Instagram of those who engage with videos vs. those who don’t.

· CTR if video comment leads somewhere.

· Type of videos that get most comments, likes, shares

Evaluate Metrics: Most pertinent to engagement and ease of reporting.

My top three would be:

· # of users who engage with video posts (like, comment, share) within a month period – compare to static posts because I think this shows a direct impact videos are driving vs. static posts.

· Avg/Median number of videos a person engages with during a month vs. static posts because I think this shows a direct impact videos are driving vs. static posts.

· Time spent on Instagram of those who engage with videos vs. those who don’t to see if videos create a stickier CX than static posts.

· I deprioritized the others because I think they are more peripheral metrics. For example, if we see only a few customer types are engaging with videos but are then really engaged with Instagram, I don’t think that would mean videos aren’t successful. So while interesting and a way to view what types of users we might need to engage in other ways, I don’t think it would be a priority metric for measuring success of videos.

Question to the community: Is it okay I narrowed down success to those who engage only or should I keep it to both types of users (those who engage/those who post)?

Leonardo Fernandes · Answer 2 · 2021-12-24T14:15:25+0000

1) Describe Product

So, just to ensure we are on the same page here. Instagram is a social media product that allows people to share content, primarily based on pictures, in which friends and other can interact by commenting, sending kudos, and other actions.

2) Clarifications and Assumptions

So, I just wanted to asked some clarification questions, please.

The first one, when you say "just launched", did we launch to the entire user base or to specific groups/locations?

My second question is towards the feature Video. When you say video, are we talking about short videos, not stories or sort of like that, right? So now, users can upload short videos in addition to photos, right?

[Let's say that the intreviewer allows me to make my assumptions to those questions. I am going to assume that it was a complete realese to the entire base, users need to update their apps to get the functionality, and they are simple videos less than 60 seconds.]

3) Goals

Well, regarding the "successfull" part, because we just launched, I am assuming we want to measure its adoption/behavior. The reason is that despite this product had been widely tested before lauching, we would have to make sure if those results would sustain from now on.

Just one pause here that I think it's important. Facebook goal is to bring and connect people together all over the world. Instagram's video feature is totally aligned with this goal, because it allows people to express themselves differently, thus generating engagement in the platform. And now, since we've just launched, it is reasonable to measure adoption in order to move forward to other goals in the short/middle term, probably motivating engagement.

Does it all make sense?

4) Metrics

So, brianstorming about metrics with that goal in mind, I could come up with some, as following:

- % of active users who have used video at least once (discoverability)

- frequency of videos posting on avg per user per week (how many videos users post, is it increasing period over period?)

- % of types of posts (photos versus videos; is video being preferred over photos?)

- level of engagement of videos vs photos in terms of views, shares, kudos (is it generating engagement?)

- feedback reports (bugs reported, complaints, etc; track any problems that might prevent users to adopt the feature)

- avg session time per user who adopted the feature vs who didn't WoW (is the feature stick?)

- what type of users are using the videos the most? (is there any segmentation/tendency here to use videos, like #followers?)

5) Prioritization

Well, taking into consideration Facebook/Meta's goals and the Video lauching, I would prioritize only two metrics

- level of engagement of videos vs photos in terms of views, shares, kudos

- % of types of posts (photos versus videos; is video being preferred over photos?)

The first one is directly related to engagement and connection in the platform. It will show us a new whole level of interactions.

The second one is directly related to adoption, so we are going to see if videos posts are growing among users posts.

6) Trade-Off

One trade-off that comes to mind is the second metric. Probably, I would just follow it during first months, because I believe that this "pie divided into photo and video posts" will become kinda of constant after some time. So, after this time, I would start following frequency and session time.

7) Summary

Wraping it all, we tried to come up with some metrics to measure Instagram Video Lauching success. Understanding Facebook/Meta and Launching goals, we have decided to go with two metrics, one related to engagement and other to adoption.