I started with the competitive angle (TikTok, obviously) which felt right but I spent too long there and barely had time to get into the metrics side before they nudged me along.
Start by framing Reels as a strategic bet for Meta to defend its core engagement and ad business against TikTok, then outline a clear investment thesis with supporting evidence. Define goals across user, creator, and business dimensions, and propose a metrics framework that balances growth, engagement, and monetization.
Pro tip: Acknowledge the tension between short-term monetization and long-term ecosystem health, and emphasize that success metrics should evolve as Reels matures—showing you understand trade-offs and lifecycle thinking.
Explain why Reels is critical for Meta: defending time spent, attracting younger users, and creating a new ad surface. Reference competitive pressure from TikTok and the shift to short-form video.
Make the case for continued investment by highlighting Reels' growth trajectory, its integration into Facebook and Instagram, and its potential to become a major revenue driver. Address why now is the right time to double down.
Define clear goals across three horizons: user engagement (e.g., daily active users, time spent), creator ecosystem (e.g., creator count, content supply), and monetization (e.g., ad revenue, ARPU). Align these with Meta's overall mission and business objectives.
Propose a balanced set of metrics: growth (DAU/MAU, retention), engagement (watch time, sessions per user), creator health (uploads, creator retention), and monetization (ad load, CPM, revenue). Include counter-metrics to guard against negative side effects.
Describe how you'd track progress, set targets, and iterate. Mention A/B testing, cohort analysis, and regular reviews to ensure Reels meets its goals without cannibalizing other Meta products.
AI-generated suggestions, not part of the candidate's original notes. May be inaccurate — verify before relying on them.