Measuring a voice-only Stories format at Meta: primary metric, funnel and guardrails

You are a product manager at Meta, and your team is launching a new kind of Stories post that contains only audio, with no photo or video. What metrics would you track for this launch, and how would you use them to decide whether the feature is succeeding? ```hint Two sides, and the sound switch Before listing metrics, decide what the feature is for and who it serves on each side: the people who post audio stories and the people who tap through them. Then think about how people usually watch Stories, and what that means for a format with nothing to look at. ``` ### Clarifying Questions - Is the feature launching in Instagram Stories, Facebook Stories, or both? - Is the main goal to get people who rarely post Stories to start posting, to increase time spent in Stories, or to open new advertising inventory? - Are we measuring an initial test in a few markets or a full launch, and over what time window? ### What a Strong Answer Covers - A stated goal for audio-only Stories and the behaviors on both the poster and listener side that show it is working - A clearly defined primary metric that reflects value for both sides - Creation and consumption funnels, including listening behavior specific to audio - Guardrails for cannibalization of photo and video Stories, the Stories ad business, and harmful audio content - How to read the metrics in an experiment where posters and viewers influence each other ### Follow-up Questions - Audio stories are posted often, but most viewers tap past them within the first second. What do you investigate and change? - How would you design the experiment when the treatment affects both the people who post and everyone who views their stories? - Audio stories reduce the number of Stories ads viewers see. How do you weigh that against a gain in posting?