Why did Facebook Feed scroll depth decrease from 80 to 40 posts per session?

Introduction

The sudden decrease in Facebook Feed scroll depth from 80 to 40 posts per session is a critical issue that demands immediate attention. This significant drop could impact user engagement, content visibility, and ultimately, Facebook's core business model. I'll approach this problem systematically, focusing on identifying the root cause, validating hypotheses, and developing both short-term fixes and long-term strategies.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent product change. Has there been any significant update to the Feed algorithm or UI in the past month?

Why it matters: Recent changes could directly impact user behavior. Expected answer: Yes, there was a major algorithm update. Impact on approach: If yes, we'd focus on the change's effects; if no, we'd look at other factors.

• Considering user segments, I'm curious about the distribution. Is this decrease uniform across all user groups, or are certain demographics more affected?

Why it matters: Helps identify if it's a global issue or specific to certain users. Expected answer: The decrease is more pronounced in younger users. Impact on approach: If segmented, we'd tailor solutions to specific groups; if uniform, we'd look at platform-wide issues.

• Thinking about content, I wonder if there's been a shift in post types. Has there been any change in the mix of content types (e.g., videos, photos, text) shown in the Feed?

Why it matters: Content type changes could affect engagement and scroll depth. Expected answer: There's been an increase in video content. Impact on approach: If yes, we'd examine how different content types impact scroll depth; if no, we'd look at other factors.

• Considering technical aspects, I'm wondering about performance. Have there been any reports of increased load times or technical issues in the past month?

Why it matters: Technical problems could frustrate users and reduce engagement. Expected answer: Some users have reported slower load times. Impact on approach: If yes, we'd prioritize technical investigations; if no, we'd focus more on product and user behavior factors.