Instagram TV Performance

Requirements Clarification & Assessment

1. Understanding the Product:

   • Instagram TV (IGTV): A feature allowing users to upload and watch long-form videos, potentially up to 60 minutes for larger accounts.
   • Target Audience: Content creators, influencers, and general Instagram users.
   • Business Goals:
     • Enhance user engagement and retention.
     • Increase overall time spent on Instagram.
     • Boost revenue through ads and sponsorships.

2. Clarifying Metrics of Success:

   • Primary Goals:
     • Increase in daily, weekly, and monthly active users (DAU, WAU, MAU).
     • Longer average session durations.
     • Higher retention rates over 30, 60, and 90 days.
   • Secondary Goals:
     • Growth in the number of IGTV uploads.
     • More interactions (likes, comments, shares) on IGTV content.

3. Assumptions:

   • IGTV is seamlessly integrated into Instagram's main interface.
   • Users can easily access IGTV content from their feed.
   • Content recommendations are personalized based on user preferences.