You’re a PM on IG Live team, and the number of viewers on lives has gone down steadily by 10%. What is going on and what do you do?

A 10% drop in IG Live viewers requires a structured approach.

1. Clarify the Problem: First, I'd confirm the data's accuracy and scope. Is this a global or regional trend? Is it affecting all types of Lives (e.g., celebrity, creator, casual) or specific categories? When did the decline start?

2. Identify Potential Causes: I'd brainstorm hypotheses across several categories: * Technical Issues: Bugs, performance degradation, or platform instability. * Content/Creator Issues: Decline in creator activity, less engaging content, or fewer high-profile Lives. * User Behavior Changes: Shifts in user preferences, increased competition from other platforms, or changes in notification delivery. * External Factors: Major world events, seasonality, or changes in app store visibility.

3. Data Deep Dive & Hypothesis Testing: I'd then dive into relevant metrics to validate or invalidate these hypotheses. This would involve analyzing: * Viewer retention curves. * Creator engagement metrics. * Notification click-through rates. * App performance data. * User feedback and sentiment analysis. * Competitor activity.

4. Prioritize & Action: Based on the data, I'd prioritize the most likely causes and develop targeted solutions. This could involve: * Working with engineering to fix bugs. * Developing new features to boost engagement. * Implementing creator outreach programs. * Optimizing notification strategies. * Adjusting content promotion.

5. Monitor & Iterate: Finally, I'd closely monitor the key metrics to assess the impact of our interventions and iterate as needed.