I started from monthly active users, tried to segment by how often casual vs.
Start by clarifying the scope: are we counting posts (feed, stories, reels) globally or in a specific region? Then structure your answer by estimating the number of daily active users, the percentage who post, and the average number of posts per posting user. Walk through your assumptions logically and sanity-check the final number.
Pro tip: Show product sense by segmenting users into creators vs. consumers and considering different content types (feed, stories, reels) separately, as posting behavior varies widely. Also, mention that the estimate should be directional and that you'd validate with internal data if available.
Ask clarifying questions to define scope: global or specific region? Include all post types (feed, stories, reels, IGTV)? Time period (e.g., average day vs. peak day)?
Use known figures or estimate: Instagram has ~2 billion MAU, assume ~50% DAU, so ~1 billion DAU. Adjust for region if needed.
Not all users post daily. Assume a small percentage are creators (e.g., 10-20%) and the rest are consumers. Consider that some users post multiple times.
For those who post, estimate average posts per day. This could vary by content type: feed posts (1-2), stories (multiple), reels (1-2). Sum across types.
Multiply DAU × % posting × average posts per poster. Compare with known benchmarks (e.g., total posts per day reported by Instagram) and adjust assumptions if needed.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.