You are the PM of Instagram. How would you incentivize people to post more stories?

Thank you for providing the context and question. I'll address the growth challenge for Instagram Stories as if I'm in an interview for a senior product leadership role. I'll structure my response according to the guidelines you've provided.

Introduction

As the PM of Instagram, our goal is to incentivize users to post more stories. This challenge touches on user engagement, content creation, and overall platform growth. I'll outline a strategic approach to tackle this, focusing on user behavior, product features, and growth metrics.

Step 1

Clarifying Questions (3 minutes)

• Based on the growth challenge described, I assume we're looking at global Instagram usage. Is that correct, or are we focusing on specific markets?

Why it matters: Helps tailor strategies to cultural nuances and market-specific trends Expected answer: Global focus, but open to regional strategies Impact on approach: Would consider both universal and localized incentives

• Are we seeing any particular trends in story posting frequency across different user segments, such as age groups or content creator types?

Why it matters: Identifies potential target segments for growth initiatives Expected answer: Younger users and influencers post more frequently Impact on approach: Would prioritize features appealing to high-potential segments

• What's our current story retention rate – the percentage of users who post stories regularly after their first post?

Why it matters: Helps determine if we should focus on activation or retention Expected answer: Moderate retention rate with room for improvement Impact on approach: Would balance strategies for both new and existing story posters

• Are there any upcoming product features or changes that might impact story posting behavior?

Why it matters: Ensures alignment with broader product roadmap Expected answer: Some features in development, but open to new ideas Impact on approach: Would integrate proposed solutions with planned features