If I were a product manager tasked with improving Instagram's video format and reversing the year-over-year decline in monthly active users, I would take the following steps: 1. Conduct user research: I would start by conducting user research to understand why users are not engaging with Instagram's video format. This could involve conducting user interviews, surveys, and usability testing. I would also look at metrics such as engagement rates, retention rates, and time spent on the platform to identify patterns and trends. 2. Refine the video format: Based on the insights gained from user research, I would work with the product team to refine the video format. This could involve making changes to the user interface, improving the quality of videos, or introducing new features that enhance the user experience. 3. Launch a marketing campaign: To promote the new and improved video format, I would launch a targeted marketing campaign that highlights the benefits of the new features and encourages users to engage with the platform. This could involve influencer marketing, social media advertising, and email marketing. 4. Engage with the community: I would also engage with the Instagram community to get feedback on the new video format and address any concerns or issues that arise. This could involve hosting virtual events, creating a community forum, and responding to user comments and feedback. 5. Track metrics and iterate: Finally, I would track key metrics such as engagement rates, retention rates, and time spent on the platform to measure the success of the new video format. Based on these metrics, I would iterate and make further improvements as necessary to continue to drive growth and engagement on the platform.
Analytics and Design