Snapchat Discover Content Strategy | Product Tradeoff Case

Table of contents

For Snapchat's Discover content, should we focus on expanding partnerships with established media brands or promoting more user-generated content?

Strategic Thinking Data Analysis Stakeholder Management Social Media Digital Advertising Content Creation

Social Media User Engagement Monetization Content Strategy Product Tradeoff

Introduction

The trade-off we're examining today is whether Snapchat's Discover content should focus on expanding partnerships with established media brands or promoting more user-generated content. This decision is crucial for Snapchat's content strategy and user engagement. I'll analyze this trade-off by considering user behavior, business impact, and technical feasibility, ultimately providing a recommendation based on data-driven insights.

Analysis Approach

I'd like to start by asking a few clarifying questions to ensure we're aligned on the context and objectives of this decision. Then, I'll walk you through my analysis framework, including product understanding, hypothesis formation, metrics identification, experiment design, and decision-making process.

Step 1

Clarifying Questions (3 minutes)

Based on recent user engagement trends, I'm thinking there might be a shift in content consumption patterns. Could you share any data on user engagement with Discover content from established media brands versus user-generated content over the past 6-12 months?

Why it matters: Helps understand current user preferences and trends Expected answer: User-generated content engagement is growing faster Impact on approach: Would lean towards promoting more user-generated content

Considering our revenue model, I assume advertising is a key factor. How does the monetization potential differ between established media partnerships and user-generated content?

Why it matters: Directly impacts revenue and business sustainability Expected answer: Established media partnerships currently generate more revenue Impact on approach: Would need to balance user engagement with monetization potential

From a user perspective, I'm curious about the demographics of those engaging with different content types. Do we have data on which user segments prefer established media content versus user-generated content?

Why it matters: Helps tailor content strategy to user preferences Expected answer: Younger users prefer user-generated content, older users prefer established media Impact on approach: Would consider a segmented content strategy

Regarding technical feasibility, what are our current capabilities for content moderation and curation, especially for user-generated content at scale?

Why it matters: Ensures we can maintain content quality and safety Expected answer: Moderation capabilities are good but may need scaling for increased user-generated content Impact on approach: Would factor in potential technical investments

Looking at our strategic priorities, how does this decision align with our long-term vision for Snapchat's role in the content ecosystem?

Why it matters: Ensures alignment with company's strategic direction Expected answer: We aim to be a platform that empowers user creativity while providing quality content Impact on approach: Would seek a balanced solution that supports both objectives

Subscribe to access the full answer

Monthly Plan

The perfect plan for PMs who are in the final leg of their interview preparation

$66.00 /month

(Billed monthly)

Get Started

Access to 8,000+ PM Questions
10 AI resume reviews credits
Access to company guides
Basic email support
Access to community Q&A

Yearly Plan

The ultimate plan for aspiring PMs, SPMs and those preparing for big-tech

$66.00

$25.00 /month

(Billed annually)