You are a PM for Instagram Stories. You are considering to increase the expiration time of Stories. What metrics would you look at to make this decision?

Introduction

Increasing the expiration time of Instagram Stories is a significant product decision that could impact user engagement, content creation, and overall platform dynamics. To approach this product success metrics problem effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Instagram Stories is a feature within the Instagram app that allows users to share photos and videos that disappear after 24 hours. It's designed for ephemeral, casual sharing of moments throughout the day.

Key stakeholders include:

• Users (both creators and viewers)
• Advertisers
• Instagram/Meta leadership
• Content creators and influencers

User flow:

1. Creation: Users capture or upload content, add stickers, text, or filters.
2. Publishing: Content is shared to their Stories.
3. Viewing: Followers view Stories in a tappable, full-screen format.
4. Interaction: Viewers can react or reply to Stories.
5. Expiration: Content disappears after 24 hours (current model).

Instagram Stories fits into Meta's broader strategy of increasing user engagement and time spent on the platform, while also providing additional advertising inventory. It competes directly with Snapchat's core offering and TikTok's short-form video content.

Product Lifecycle Stage: Mature - Stories is a well-established feature with high adoption, but facing increased competition from other platforms and internal features like Reels.