Facebook Stories usage is down by 30%. What would you do?

Clarifying questions - 

• How is story usage defined?

• Is it sudden ? or is it gradual?

• Down 30% across what time period? Vs last week? Vs prev year same time?

• Does usage mean both consumption and content creation?

What are the KPIs that can drive FB stories usage

• DAU

• Engagement KPIs ie what does consumption look like

• Content creator KPIs ie stories created trends. 

There are plenty of way to start digging into this question. I would start by looking at major splits ie platforms, country region, age groups, gender. Assuming it is a gradual decline then it is highly probably the decline is across all dimensions.

Did we see a drop in DAU? WAU? MAU?

• What does returning users look like? Ie power curve?

Are we coming out of a holiday season ? Is it similar to what we have seen in the past?

What does consumption look like per content created?

• Is time spent on fb declining?

• If time  spent remains the same, is the user behavior shifting to a different aspect within the product?

What does content creation look like ?

• Split the content created by influencer vs non influencer. 

• Within influencers look at the “level” of influencer

• Content created by businesses ie Ads?

What is the distribution of stories posted by different content creator group. This ties to previous bullet point ie I expect influencers to own a heavy share of content creation and even a small drop in influencer count can drop stories posted significantly

• If influencer count is the issue then looking at competitive market will be helpful ie did fb lose influencer to other competitors ? or maybe other fb product ie instagram. 

If the decline is steep, then looking at platform would make sense. A bug in the app on a certain platform?

A bug in the recommendation algorithm? Is the algorithm showing new content? Or is it replaying the same content? Any new release in recent past? Any news on other social media platform ?

Customer tickets spike?