Problem Statement

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Goal: Increase the average time spent per user on Instagram.

Solution: Launch Instagram Reels, allowing users to create short-form videos that other users can watch and engage with.

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Since this analysis is from the creator’s point of view, the objective is to build a healthy creator ecosystem that continuously generates engaging content. More quality content leads to better viewer engagement, which ultimately helps increase overall time spent on Instagram.

Success Metric Tree

The North Star Metric and supporting metrics are chosen to measure the health of this creator ecosystem.

A creator can drop off at any stage. Therefore, the metrics should help identify where creators are facing friction.

Weekly Active Creators (WAC)

Definition

The number of unique creators who publish at least one Reel every week.

Why this metric?

I chose Weekly Active Creators because it captures both:

• New creators joining the platform.
• Existing creators continuing to create content.

Tracking only the number of uploaded Reels could be misleading because a small number of creators may contribute most of the content. WAC gives a better picture of the overall health of the creator ecosystem.