Scenario: Stories copy Snapchat’s ephemeral canvas and may capture new engagement—but might cannibalise Feed posts. Devise evaluation criteria, handle cannibalisation scenarios, and explain cross‑app performance gaps between Instagram and Facebook Stories.
Question 1: How would you evaluate Instagram Stories? (Hint: DAU lift, posting frequency, interaction time)
Question 2: What criteria decide a full launch? (Hint: pilot KPIs, competitor benchmarks)
Question 3: If Stories cannibalise Feed posts, how would you respond? (Hint: offset metrics, incremental revenue)
Question 4: Facebook Stories views are half Instagram’s—why? Design an experiment. (Hint: audience mix, product positioning)
Quick Answer: Evaluates Instagram Stories rollout and cross-app performance analysis across engagement and cannibalization. Strong answers measure net engagement, creation, retention, cannibalization, revenue, launch criteria, Facebook gaps, and experiments.
You are evaluating the rollout and impact of Stories, an ephemeral sharing format similar to Snapchat, across Instagram and Facebook. Stories may increase engagement but could cannibalize Feed posts. Define evaluation criteria, launch decisions, mitigation strategies, and explain cross-app performance gaps.
Constraints & Assumptions
Evaluate net impact across surfaces, not Stories metrics alone.
Include creators, viewers, advertisers, and platform portfolio effects.
Measure cannibalization of Feed and other formats.
Design experiments for cross-app differences.
Clarifying Questions to Ask Guidance
Which Stories surfaces and creation tools are in scope?
Is the primary goal creation, viewing, retention, revenue, or competitive defense?
Are Instagram and Facebook user populations comparable?
Can Stories exposure be randomized or staged?
Part 1 - Evaluation and Launch Criteria
How would you evaluate Instagram Stories and decide full launch?
What This Part Should Cover Guidance
Track DAU/WAU/MAU, retention, posting frequency, story creation, story views, replies, reactions, time spent, and meaningful interactions.
Include Feed cannibalization, content quality, ads revenue, creator adoption, and user satisfaction.
Set pilot KPIs, guardrails, and competitive benchmarks.
Part 2 - Cannibalization Response
If Stories cannibalize Feed posts, how would you respond?
What This Part Should Cover Guidance
Measure net incremental engagement, retention, revenue, and creator outcomes.
Identify whether cannibalization is harmful substitution or healthy format shift.
Adjust ranking, notifications, creation prompts, ad strategy, or cross-surface placement.
Part 3 - Facebook Stories Gap
Facebook Stories views are half Instagram's. Why might this happen, and how would you experiment?
What This Part Should Cover Guidance
Consider audience mix, product fit, social graph, creator norms, placement, notifications, onboarding, and content supply.
Design experiments on placement, prompts, creator seeding, education, or cross-posting.
Segment by age, app usage, creator type, and country.
Follow-up Questions Guidance
What if Stories improves retention but hurts Feed ad revenue?
How would you compare Instagram and Facebook fairly?