If you were the PM responsible for the Verified badge on Instagram, what would you set as your team's goals and metrics?

Introduction

Addressing the Verified badge on Instagram requires a comprehensive approach to product success metrics. As the PM responsible for this feature, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

The Verified badge on Instagram is a blue checkmark that appears next to an account's name, indicating that Instagram has confirmed the account is the authentic presence of a notable public figure, celebrity, or global brand. This feature plays a crucial role in maintaining trust and authenticity on the platform.

Key stakeholders include:

1. Users: Seeking reliable information and authentic interactions
2. Verified accounts: Aiming to protect their identity and brand
3. Advertisers: Wanting to partner with genuine influencers
4. Instagram: Striving to maintain platform integrity

User flow:

1. Account applies for verification
2. Instagram reviews application
3. Badge is granted or denied
4. Users see badge on verified profiles

The Verified badge aligns with Instagram's broader strategy of fostering a safe, trustworthy environment for social interaction and content sharing. Compared to competitors like Twitter, Instagram's verification process is generally more selective, emphasizing notable public figures and brands.

Product Lifecycle Stage: Mature - The Verified badge has been a long-standing feature, but continuous refinement is necessary to adapt to evolving digital identity challenges.