Growth Strategy: Bringing Facebook Users Who Skip Instagram onto Instagram

You are a product manager at Meta. Many people use Facebook but have never taken up Instagram. How would you persuade them to start using Instagram as well? ```hint Ask why they are not there yet People who stay on Facebook alone do so for different reasons. Group them by what holds them back, because each reason calls for a different lever. ``` ### Clarifying Questions - Does "Facebook-only" mean people with no Instagram account at all, or does it also include people who created one and stopped using it? - Is the aim purely additional Instagram use, or is some shift of time from Facebook to Instagram acceptable? - Are there markets or rules that limit using people's Facebook data, such as their friends and interests, to set up their Instagram experience? - Does success mean account sign-ups, or people still active on Instagram weeks later? ### What a Strong Answer Covers - Why Meta wants this, and a success definition that counts only incremental, retained Instagram use - Segmentation of Facebook-only users by the barrier that keeps them off Instagram, and a reasoned choice of whom to target first - Prioritized levers across both apps, such as contextual cross-promotion, easy account creation and a warm start, tied to those barriers - Metrics with guardrails for Facebook engagement, notification fatigue and user trust - Risks: cannibalization, privacy expectations and regional rules on combining data across apps ### Follow-up Questions - If Instagram adoption rises but total time across Facebook and Instagram stays flat, would you call the initiative a success? - How would your plan change in a market where most Facebook-only users have low-end Android phones and expensive mobile data? - Telling friends that someone just joined Instagram speeds up the newcomer's warm start. When could that be harmful, and how would you guard against it?