You're the PM for Facebook Reactions. With reactions up 20% but comments down 10%, what actions would you take?

First, I'd seek to clarify the metrics. Are we talking about absolute comment counts or a ratio of comments per post? I'd also investigate if this trend is isolated to specific regions, user segments (e.g., new vs. active users), post types (personal vs. group), or platforms (app vs. desktop).

Assuming the data is validated, the core issue is likely that users are opting for the lower-effort engagement of Reactions over the higher-effort engagement of comments. My strategy would focus on understanding why comments are declining and then re-incentivizing them.

Possible actions include:

1. Investigate the User Experience: Are there friction points in the commenting flow? Has a recent UI change inadvertently made commenting harder or less appealing?
2. Analyze Content Trends: Are certain types of posts that historically generated more comments now receiving more Reactions instead? This could indicate a shift in user behavior or content strategy.
3. Enhance Comment Features: Explore ways to make commenting more engaging. This could involve threaded replies, richer media support in comments, or even gamification elements.
4. Promote Commenting: Consider subtle prompts or calls-to-action that encourage users to share their thoughts rather than just react. This might involve highlighting interesting comments or suggesting conversation starters.
5. A/B Test Interventions: Systematically test changes to the commenting experience and promotional strategies to measure their impact on comment volume and quality.