Product Spotlight- Case Study
Product Spotlight- Case Study
Instagram Reels
Instagram Reels
Investigating opportunities to make Reels more engaging for new creators.
Investigating opportunities to make Reels more engaging for new creators.
Investigating opportunities to make Reels more engaging for new creators.
Exploring opportunities to make Reels more engaging and motivating for new creators, based on personal observations and user perspective.
Exploring opportunities to make Reels more engaging and motivating for new creators, based on personal observations and user perspective.
ROLE
Product Manager
Self-Directed Project
ROLE
Product Manager
Self-Directed Project
CONTEXT
New Instagram Reels creators face engagement and visibility challenges.
As a daily Instagram user, I’ve noticed both personally and through conversations with friends that while Reels is engaging, it can feel repetitive, and new creators often struggle to gain visibility. Many friends who post Reels quickly lose motivation after a few posts due to low reach or engagement. This aligns with broader usage data, which shows a significant drop-off in watch time and content creation among new and occasional users.
Challenge: How might we increase early-stage engagement and content creation on Instagram Reels by improving content discovery and creator motivation, while maintaining overall content quality?
WHY SHOULD INSTAGRAM CARE?
Even Instagram knows that new Reels creators struggle to get visibility. But how?
To retain and grow its user base, Instagram needs to improve early-stage engagement and content creation. We looked at statements from Instagram leadership and Meta research, which highlight challenges around low reach, drop-off in content creation, and the importance of supporting emerging creators.
The answer? Helping new creators get discovered and stay motivated to post.
THE OPPORTUNITY
Helping new Reels creators build momentum from day one.
For someone posting their first Reel, those early days can make or break whether they keep creating. If the process feels complicated, or if their content doesn’t reach anyone, motivation drops fast. By making the first few posts easier and more rewarding, Instagram can help new creators feel seen, stay encouraged, and find their audience.
This could mean:
Making first-time posting quick and simple.
Connecting new creators with the right audience sooner.
Encouraging consistent engagement during those crucial first weeks.
PROPOSED SOLUTION
“Creator Boost Mode”
A personalized onboarding and content discovery flow for new and low-engagement users, consisting of:
1. Smart Creator Onboarding
New users and occasional creators get a guided first creation flow with easy-to-use templates, trending audio suggestions, and preloaded effects.
Gamified progress tracker: "Create your first 3 Reels to unlock personalized reach boosts."
2. New Creator Spotlight in Discovery
Reels algorithm temporarily prioritizes showcasing high-potential new creators to a relevant audience for their first 3–5 posts.
Context tag on these videos: “🌟 New Creator” to encourage engagement and early follower growth.
3. Mini-Challenges & Rewards
Weekly creative prompts tailored to a user’s interests.
Badges for hitting milestones (e.g., “First 1K Views”) visible on profile.
CONTEXT
New Instagram Reels creators face engagement and visibility challenges.
As a daily Instagram user, I’ve noticed both personally and through conversations with friends that while Reels is engaging, it can feel repetitive, and new creators often struggle to gain visibility. Many friends who post Reels quickly lose motivation after a few posts due to low reach or engagement. This aligns with broader usage data, which shows a significant drop-off in watch time and content creation among new and occasional users.
Challenge: How might we increase early-stage engagement and content creation on Instagram Reels by improving content discovery and creator motivation, while maintaining overall content quality?
WHY SHOULD INSTAGRAM CARE?
Even Instagram knows that new Reels creators struggle to get visibility. But how?
To retain and grow its user base, Instagram needs to improve early-stage engagement and content creation. We looked at statements from Instagram leadership and Meta research, which highlight challenges around low reach, drop-off in content creation, and the importance of supporting emerging creators.
The answer? Helping new creators get discovered and stay motivated to post.
THE OPPORTUNITY
Helping new Reels creators build momentum from day one.
For someone posting their first Reel, those early days can make or break whether they keep creating. If the process feels complicated, or if their content doesn’t reach anyone, motivation drops fast. By making the first few posts easier and more rewarding, Instagram can help new creators feel seen, stay encouraged, and find their audience.
This could mean:
Making first-time posting quick and simple.
Connecting new creators with the right audience sooner.
Encouraging consistent engagement during those crucial first weeks.
PROPOSED SOLUTION
“Creator Boost Mode”
A personalized onboarding and content discovery flow for new and low-engagement users, consisting of:
1. Smart Creator Onboarding
New users and occasional creators get a guided first creation flow with easy-to-use templates, trending audio suggestions, and preloaded effects.
Gamified progress tracker: "Create your first 3 Reels to unlock personalized reach boosts."
2. New Creator Spotlight in Discovery
Reels algorithm temporarily prioritizes showcasing high-potential new creators to a relevant audience for their first 3–5 posts.
Context tag on these videos: “🌟 New Creator” to encourage engagement and early follower growth.
3. Mini-Challenges & Rewards
Weekly creative prompts tailored to a user’s interests.
Badges for hitting milestones (e.g., “First 1K Views”) visible on profile.
CONTEXT
New Instagram Reels creators face engagement and visibility challenges.
As a daily Instagram user, I’ve noticed both personally and through conversations with friends that while Reels is engaging, it can feel repetitive, and new creators often struggle to gain visibility. Many friends who post Reels quickly lose motivation after a few posts due to low reach or engagement. This aligns with broader usage data, which shows a significant drop-off in watch time and content creation among new and occasional users.
Challenge: How might we increase early-stage engagement and content creation on Instagram Reels by improving content discovery and creator motivation, while maintaining overall content quality?
WHY SHOULD INSTAGRAM CARE?
Even Instagram knows that new Reels creators struggle to get visibility. But how?
To retain and grow its user base, Instagram needs to improve early-stage engagement and content creation. We looked at statements from Instagram leadership and Meta research, which highlight challenges around low reach, drop-off in content creation, and the importance of supporting emerging creators.
The answer? Helping new creators get discovered and stay motivated to post.
THE OPPORTUNITY
Helping new Reels creators build momentum from day one.
For someone posting their first Reel, those early days can make or break whether they keep creating. If the process feels complicated, or if their content doesn’t reach anyone, motivation drops fast. By making the first few posts easier and more rewarding, Instagram can help new creators feel seen, stay encouraged, and find their audience.
This could mean:
Making first-time posting quick and simple.
Connecting new creators with the right audience sooner.
Encouraging consistent engagement during those crucial first weeks.
PROPOSED SOLUTION
“Creator Boost Mode”
A personalized onboarding and content discovery flow for new and low-engagement users, consisting of:
1. Smart Creator Onboarding
New users and occasional creators get a guided first creation flow with easy-to-use templates, trending audio suggestions, and preloaded effects.
Gamified progress tracker: "Create your first 3 Reels to unlock personalized reach boosts."
2. New Creator Spotlight in Discovery
Reels algorithm temporarily prioritizes showcasing high-potential new creators to a relevant audience for their first 3–5 posts.
Context tag on these videos: “🌟 New Creator” to encourage engagement and early follower growth.
3. Mini-Challenges & Rewards
Weekly creative prompts tailored to a user’s interests.
Badges for hitting milestones (e.g., “First 1K Views”) visible on profile.
WHY THIS COULD WORK
WHY THIS COULD WORK
Small shifts in the early experience can make a big difference for new creators.
Small shifts in the early experience can make a big difference for new creators.
Small shifts in the early experience can make a big difference for new creators.
Lower creation friction → Templates and guided flows make posting less intimidating.
Boost early visibility → Spotlighting new creators helps them see early results.
Encourage consistency → Challenges and badges can motivate repeat posting.
Lower creation friction → Templates and guided flows make posting less intimidating.
Boost early visibility → Spotlighting new creators helps them see early results.
Encourage consistency → Challenges and badges can motivate repeat posting.
WHAT SUCCESS COULD LOOK LIKE
WHAT SUCCESS COULD LOOK LIKE
What this approach could unlock for creators and the platform.
What this approach could unlock for creators and the platform.
What this approach could unlock for creators and the platform.
Increase the creator retention → More new users continue posting after their first Reel.
Diversify the feed → A wider range of voices and styles surface in recommendations.
Foster a more welcoming community → Casual and emerging creators feel encouraged to participate.
Increase the creator retention → More new users continue posting after their first Reel.
Diversify the feed → A wider range of voices and styles surface in recommendations.
Foster a more welcoming community → Casual and emerging creators feel encouraged to participate.
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