<aside> ❓ You are the product manager for Instagram Reels. You see there is a 15% drop in the Reels Open Rate. Find the Root Cause and Tell us what could have happened.
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Instagram is a photo and video-sharing social networking service that enables users to capture, edit, and share moments from their lives through visually captivating content. Whether it's a stunning landscape, a mouth-watering meal, or a joyful gathering, Instagram provides a platform for users to express themselves artistically and engage with others through images and videos.
Instagram's mission is to "bring you closer to the people and things you love." The platform aims to create a space where people can connect, share, and discover meaningful content with their friends, family, and communities. Instagram's mission centres around fostering connections, inspiring creativity, and providing a platform for individuals to express themselves, discover new ideas, and build relationships through visual storytelling. By enabling users to capture and share moments from their lives, Instagram strives to enhance the sense of belonging, creativity, and inspiration in the online social landscape.
Instagram reels
Reels are short-form videos, usually lasting between 15 to 60 seconds, and can be set to music or audio clips from Instagram's vast library. Users can overlay text, stickers, and special effects to make their videos more engaging and eye-catching.
Instagram reels can be accessed from a desktop web, mobile web, and mobile app (Android, IOS).
Some of the major competitors of Instagram are TikTok, Moj,Snapchat, Facebook (including Facebook Stories and Facebook Live), YouTube etc.
Q) Could you clarify whether by "Reels open rate" you mean the decrease in active users who haven't opened Reels even once a day (i.e., decrease in Daily Active Users), or if it refers to users not opening Reels multiple times a day (decrease in repeat opens)?
A) The "Reels open rate" pertains to users not opening Reels even once a day.
Q) Considering the significant 15% drop (given the scale of our operations), has this decrease been a sudden and steep drop or has it occurred gradually over a period of days?
A) This drop in the Reels open rate has been occurring consistently over the past 7 days.
Q) Is the decline in the Reels open rate specific to certain devices (mobile or desktop) or operating systems (Android, iOS)?
A) The drop is for all devices and not just limited to one operating system,also it is not specific to any particular operating system (Android or iOS).
Q) Has the reduction in the number of reels opens been linked to any specific touchpoints, such as ads, or external links?
A) No, the decrease in reels opens is a general drop across all touchpoints and not associated with any specific ones like ads, or links.
Q) Have there been any notable changes in user behavior, such as a decrease in the number of videos uploaded per day?
A) No, any such behaviour such as the rate of content uploads has not shown a simultaneous decrease.
Q) Is it possible that this sudden drop in the Reels open rate is due to any recent changes in our logging practices or data capture methods?
A) No, there have been no recent changes made to our logging practices or data capture methods that could account for the observed drop in the Reels open rate.
Q) The Analytics tool which we are using is working fine from where we have got the view that there has been a decrease in reel’s open rate?
A) The analytics tool is working perfectly fine.
Q) Is there any A/B test which is currently being performed for instagram reels feature ?