Why has the average time spent in Snapchat's Discover section declined by 5 minutes per user this month?

Introduction

The recent 5-minute decline in average time spent within Snapchat's Discover section presents a critical challenge for user engagement and content consumption. To address this issue, I'll employ a systematic approach to identify, validate, and resolve the root cause while considering both immediate and long-term implications for the product.

Step 1

Clarifying Questions (3 minutes)

• Considering the timing, I'm wondering if there have been any recent changes to the Discover algorithm. Have there been any updates to content recommendation or layout in the past month?

Why it matters: Algorithm changes can significantly impact user engagement. Expected answer: Yes, there was a minor update to the recommendation system. Impact on approach: If confirmed, we'd focus on analyzing the algorithm change's effects.

• Looking at user segments, I'm curious about the distribution of this decline. Is the 5-minute decrease consistent across all user groups, or are certain demographics more affected?

Why it matters: Identifying specific affected groups can help narrow down potential causes. Expected answer: The decline is more pronounced among users aged 18-24. Impact on approach: We'd investigate factors specifically affecting this age group's engagement.

• Considering potential external factors, has there been any significant change in content creator activity or quality in the past month?

Why it matters: Content quality and variety directly influence user engagement. Expected answer: No major changes reported in content creator activity. Impact on approach: We'd shift focus to internal factors or user behavior changes.

• Regarding measurement accuracy, has there been any change in how we track or define "time spent" in the Discover section?

Why it matters: Ensures we're comparing apples to apples in our metrics. Expected answer: No changes in measurement methodology. Impact on approach: Confirms the decline is real and not a result of measurement discrepancies.