Swipe left · 2023
Instagram
I defined the metric that monetized Instagram Reels. Swipe left initially raised topline company revenue by 2%, and Reels now account for 15% of Meta's total revenue.
My role:
Content STO, metrics taxonomy, terminology catalogs
Problem
As Reels engagement grew, Instagram needed interaction patterns for Reels ads. Lifting an established Stories playbook presented users with conflicting targets and gestures across the two primitives.
How do we monetize Instagram Reels?
Process
Tightly define scope of interaction, for capturing the user gesture and the range of advertiser-specified destinations.
Validate metrics accuracy as reported to users, advertisers, and the public.
Review centrally to align with Ads Manager metrics definitions and FTC compliance.
Insights
Users needed a visual nudge to improve swipe quality.
.People were used to the Stories swipe up, but required education for the Reels swipe left., and accidental swipes were a problem.
Outcomes
1) 2% lift in topline company revenue
2) Unshipped the nudge when users cemented the gesture, ~12 months
3) Reels now accounts for 15% of Meta revenue.