Should Kwai prioritize increasing short video view counts or boosting user-generated content creation on its main feed?

Introduction

The trade-off between increasing short video view counts and boosting user-generated content creation on Kwai's main feed presents a critical strategic decision. This scenario involves balancing content consumption with content creation, which are both vital for a short-video platform's ecosystem. I'll analyze this trade-off by examining the product, stakeholders, metrics, and potential experiments to inform a data-driven recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm assuming Kwai is facing challenges in balancing content consumption and creation. Could you provide more context on the current ratio of viewers to creators and any recent trends?

Why it matters: Helps understand the urgency and scale of the problem Expected answer: Viewer-to-creator ratio is high, with a recent decline in new content Impact on approach: Would focus on creator incentives if ratio is heavily skewed

• Business Context: Based on Kwai's business model, I'm thinking ad revenue might be the primary monetization strategy. How does the balance between views and content creation currently impact our revenue streams?

Why it matters: Aligns solution with business objectives Expected answer: Ad revenue is primary, but creator ecosystem is crucial for long-term growth Impact on approach: Would need to balance short-term ad revenue with long-term platform health

• User Impact: I'm considering the different user segments affected. Can you share insights on how casual users versus power users engage with content creation versus consumption?

Why it matters: Helps tailor strategies for different user segments Expected answer: Power users create more, casual users mainly consume Impact on approach: Might lead to segment-specific features or incentives

• Technical Feasibility: Thinking about our recommendation engine, how easily can we adjust the algorithm to favor either more views or more diverse content?

Why it matters: Determines the feasibility and timeline of potential solutions Expected answer: Algorithm is flexible but requires careful tuning Impact on approach: Would influence the complexity and timeline of proposed changes

• Resource Allocation: Considering our current team structure, how are resources currently split between optimizing for views versus supporting content creators?

Why it matters: Helps understand current priorities and potential for reallocation Expected answer: More resources on view optimization, less on creator support Impact on approach: Might suggest rebalancing team focus or new initiatives for creators