Instagram growth strategy: deciding where more users should come from

You are a product manager on Instagram, and you are asked to grow the number of people who use it. Propose product strategies to get there: decide what growth means here, choose where the additional users should come from, suggest and prioritize ideas, and explain how you would measure success. ```hint Break down the count Split a change in Instagram's user count into the people joining, the people coming back and the people leaving, and judge where the most headroom sits before proposing ideas. ``` ### Clarifying Questions - Does "users" mean monthly active accounts, daily active accounts, or new sign-ups? - Should growth come from people who have never used Instagram, people who stopped using it, or keeping current users from leaving, or is that choice mine? - Is there a geographic focus, or are all markets in scope? - Can the plan rely on Meta's other apps, such as Facebook and WhatsApp, to bring people in? ### What a Strong Answer Covers - A definition of "users" and a growth goal tied to it - The possible sources of user growth compared, with one chosen and the reason for the choice - Barriers for the chosen group, ranked by how much they hold back growth - Ideas for that group compared on impact, effort and risk to current users - A primary metric, guardrails, and the main risks with mitigations ### Follow-up Questions - How would you tell whether new users came because of your change rather than from marketing or Meta's other apps? - If your idea raised sign-ups but fewer of those users were still active a month later, what would you do? - How would your plan change for a market where most people use low-cost phones on slow networks?