You are the product manager for the 'verified' feature of Instagram. How do you measure success?

Introduction

Measuring the success of Instagram's 'verified' feature requires a comprehensive approach that considers multiple stakeholders and metrics. To address this product success metrics challenge, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Instagram's 'verified' feature is a blue checkmark badge 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 aims to combat impersonation and provide users with confidence in the authenticity of high-profile accounts.

Key stakeholders include:

1. Users: Seeking authentic content and interactions
2. Verified account holders: Protecting their brand and reputation
3. Instagram/Meta: Maintaining platform integrity and user trust
4. Advertisers: Ensuring partnerships with genuine influencers

User flow:

1. Account holder applies for verification
2. Instagram reviews the application
3. If approved, the blue checkmark appears on the account
4. Users see the badge when interacting with verified accounts

The 'verified' feature aligns with Meta's broader strategy of building trust and authenticity across its platforms. Compared to competitors like Twitter, Instagram's verification process is generally considered more stringent and exclusive.

Product Lifecycle Stage: Mature. The feature has been around for several years and is well-established, but continues to evolve with changing user needs and platform dynamics.