about this project

Leadership of product orgs at Facebook & Instagram asked us:

What are the most important and frequent (social media) sharing jobs today(across apps & sharing surfaces within apps)?

A product org asked us to identify the most important sharing jobs to help shape early strategy on Reels. However, we took the opportunity to expand leadership’s thinking to how Reels fits in with the landscape of other existing sharing platforms (e.g., Facebook, Instagram, Snapchat, YouTube, etc.) and surfaces within those platforms (e.g. Feed, Stories, Reels).

Our objectives included:

• Identify sets of Jobs that would generate short-term and long-term growth for each app and sharing surface
• Identify target audiences for these Jobs

We answered:

We designed a 15-minute online survey, across 5 recruitment groups (n = 5000). We conducted a MaxDiff to identify the most important and frequent sharing jobs across the social media landscape, and factor analysis to identify 5 key job groupings.

Product Impact:

We identified Jobs for which each platform (Feed, Stories, Reels across both Instagram and Facebook) was uniquely positioned to gain traction amongst competitors for both short-term and longer term success. We also identified target audience groups, and key differences between groups (e.g. age, product usage, platform usage, and other sharing behaviors).

Results from this study were used to shape both Instagram and Facebook strategies at a high level, and were incorporated into roadmaps on over a dozen teams across pillars on both apps.