You're a PM for Reels at Meta. With Reels watch time up 20% but Instagram posts down 20%, what would you do?

This situation presents a clear strategic challenge: Reels are growing at the expense of core Instagram posts. My approach would be to:

1. Diagnose the Root Cause: Is Reels cannibalizing post engagement because it's a superior experience, or are users simply shifting attention due to algorithmic promotion? I'd analyze user behavior data, content creation trends, and engagement metrics across both formats to understand why posts are declining.

2. Re-evaluate Content Strategy & Incentives:

   • For Creators: Are creators being adequately incentivized to post traditional content? Explore ways to better integrate Reels with feed posts (e.g., cross-promotion, remixing capabilities) or offer creator tools that bridge the gap.
   • For Viewers: Is the discovery mechanism for posts broken, or are Reels simply more compelling? We might need to improve the feed algorithm for posts or enhance the discoverability of high-quality, non-Reels content.

3. Strategic Integration & Experimentation:

   • Hybrid Formats: Experiment with features that blend Reels and posts. Could a Reel be a more engaging preview for a longer-form post? Can we surface relevant posts within Reels discovery?
   • Audience Segmentation: Understand if different user segments are driving these trends. Perhaps younger demographics are fully embracing Reels, while older segments still value posts. Tailor strategies accordingly.

4. Define Success Metrics: Clearly define what success looks like. Is it maximizing overall time spent on Instagram, or maintaining a healthy balance between different content formats? The goal isn't necessarily to stop Reels growth, but to ensure the platform remains vibrant and diverse, catering to both creators and viewers across all content types.