How should you decide whether to autoplay videos on the newsfeed? What are the metrics for success?

Introduction

Deciding whether to autoplay videos on the newsfeed is a critical product decision that can significantly impact user engagement and overall platform success. To approach this product success metrics problem effectively, I will follow a simple product success metric framework. I'll cover core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

The autoplay feature for videos in a newsfeed is a content delivery mechanism that automatically starts playing videos as users scroll through their feed. This feature is typically implemented on social media platforms, news websites, and content aggregators.

Key stakeholders include:

1. Users: Seeking engaging content with minimal effort
2. Content creators: Aiming for maximum visibility and engagement
3. Advertisers: Desiring increased ad views and click-through rates
4. Platform: Striving for increased user engagement and time spent on the platform

User flow:

1. User opens the app/website and starts scrolling through the newsfeed
2. As a video enters the viewport, it begins playing automatically (usually muted)
3. User can interact with the video (unmute, expand, like, share) or continue scrolling

This feature aligns with the company's strategy to increase user engagement and time spent on the platform. It also provides a seamless content consumption experience, potentially leading to higher ad revenue.

Competitors like Facebook and Twitter have implemented autoplay features, making it somewhat of an industry standard. However, platforms like LinkedIn have opted for a more conservative approach, requiring user interaction to play videos.

In terms of product lifecycle, autoplay video is in the maturity stage, with most major platforms having already implemented and refined the feature.