You are the PM at Meta. How would you define success metrics for Facebook Reels, and why was Facebook Reels launched?

Introduction

Defining success metrics for Facebook Reels is crucial for evaluating its performance and guiding strategic decisions. 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

Facebook Reels is a short-form video feature integrated into the Facebook app, allowing users to create, share, and discover entertaining video content. It was launched in response to the growing popularity of TikTok and to keep users engaged within the Facebook ecosystem.

Key stakeholders include:

• Users: Looking for entertaining content and creative expression
• Creators: Seeking audience growth and monetization opportunities
• Advertisers: Wanting to reach engaged audiences
• Meta (Facebook): Aiming to increase user engagement and ad revenue

User flow:

1. Discovery: Users scroll through Reels in their feed or dedicated Reels section
2. Engagement: Users watch, like, comment, or share Reels
3. Creation: Users can create their own Reels using various tools and effects

Facebook Reels fits into Meta's broader strategy of keeping users engaged within its family of apps and competing with other short-form video platforms. Compared to TikTok, Facebook Reels leverages existing user connections and integrates with other Facebook features.

Product Lifecycle Stage: Growth phase, as Meta continues to invest in and expand the feature across its platforms.