Get More Businesses Boosting Posts Each Month on Facebook and Instagram

You are a product manager at Meta for boosted posts, the feature that lets a business or creator pay to show one of its existing Facebook or Instagram posts to more people. Leadership wants more monthly active advertisers for this feature. How would you increase the number of accounts that boost posts each month across Facebook and Instagram? Cover how you would define and break down the metric, which advertisers you would target, what keeps them from boosting today, what you would build, which ideas come first, and how you would measure success. ```hint Split the monthly count into flows A monthly active count is fed by first-time, returning and reactivated advertisers and drained by those who stop. Break it down that way, find the flow with the largest reachable group, and design for that group before brainstorming features. ``` ### Clarifying Questions - Does an advertiser count as active if a boost was delivering at any point in the month, or only if it launched a new boost that month? - Is a business with both a Facebook Page and an Instagram account one advertiser or two, and is the goal the combined count or growth on one app? - Is a rise in advertiser count acceptable if average spend per advertiser falls, or must revenue per advertiser hold? - Do boosts started from the ads tools count, or only boosts started from the post itself? ### What a Strong Answer Covers - A precise definition of the metric and a breakdown into first-time, retained and reactivated advertisers, with a data-driven choice of where to focus - A segmentation of accounts that could boost, such as small businesses, creators and lapsed boosters, with the specific barriers of the chosen group - Prioritized solutions across the boost journey, from noticing the option through setup, payment, ad review and seeing results - Success metrics with guardrails on total ad revenue, advertiser return, and the experience of people who see boosted posts - Risks specific to paid reach, such as low-quality ads, cannibalized campaign spend and payment fraud ### Follow-up Questions - Your changes double first-time boosts, but most of those advertisers never boost again. What do you look at, and what do you change? - How would you keep a push for more advertisers from filling feeds with low-quality boosted posts? - A small business moves from boosting posts to full campaigns in the ads tools and drops out of your metric. Is that a loss, and how would you set goals so teams do not work against each other?