Your manager at Meta asks about Instagram Reels: should we prioritize music library expansion or improve video editing tools?

Introduction

The trade-off we're considering for Instagram Reels is whether to prioritize expanding the music library or improving video editing tools. This decision is crucial for Reels' growth and competitiveness in the short-form video space. I'll analyze this trade-off by examining user needs, business impact, and technical considerations to provide a strategic recommendation.

Step 1

Clarifying Questions (3 minutes)

• Context: I'm thinking about Reels' current market position. Could you share how Reels is performing against competitors like TikTok in terms of user engagement and creator adoption?

Why it matters: Helps prioritize features that address competitive gaps Expected answer: Reels lags in creator adoption but has strong user engagement Impact on approach: Would focus on creator-centric improvements

• Business Context: Based on Meta's recent earnings, I assume Reels monetization is a key priority. How does Reels currently contribute to Instagram's revenue, and what are the growth targets?

Why it matters: Aligns decision with revenue goals Expected answer: Reels contributes 10% of revenue, aiming for 25% in 12 months Impact on approach: Would prioritize features that directly impact ad inventory and engagement

• User Impact: Considering user segments, I'm curious about the split between casual users and aspiring creators. What percentage of Reels are created by each group?

Why it matters: Helps balance feature improvements for different user types Expected answer: 80% casual users, 20% aspiring creators Impact on approach: Would need to weigh improvements that benefit both groups

• Technical: Regarding our current infrastructure, how scalable is our music licensing system compared to our video processing capabilities?

Why it matters: Identifies potential technical constraints Expected answer: Music licensing more scalable, video processing near capacity Impact on approach: Might favor music library expansion in the short term

• Resource: Thinking about team structure, do we have separate teams for music integration and video editing, or is it a single Reels feature team?

Why it matters: Affects implementation speed and resource allocation Expected answer: Separate teams with some overlap Impact on approach: Could potentially pursue both improvements in parallel