Part 1: WHY Threads
Part 2: Users and Jobs to be done by them
Part 3: Deconstructing content creation and consumption experience
Part 4: Measuring success

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1️⃣ Part 1: WHY Threads

👉 Purpose of Threads: For sharing multimedia post and joining public conversations over interoperable social networks.

👉Core feature of Threads: Posts can be up to 500 characters long and include links, photos (upto 10), and videos up to 5 minutes in length. Share a Threads post to Instagram story, or share your post as a link on any other platform you choose.

👉How do these features fit into Instagram's overall product strategy?
By providing users with a way to connect with their friends and family. Instagram wants to be the place where users can go to share their lives with the people they care about most. Threads is a way for Instagram to achieve this goal.


2️⃣ Part 2: Users and Jobs to be done (JTBD) by them

👉Content creators and their JTBD
1. Post multimedia content and express more
2. Reach large audience and get discovered by new followers
3. Monetize content
4. Maintain content authenticity

👉Content consumers and their JTBD
1. Discover and consume relevant and high quality content
2. Have meaningful engagements with creators
3. Control privacy and visibility of these engagements

👉Funnel and clicks required to log in for 1st time user: 12 clicks
Open Instagram (1 click).
Lands on IG home screen, with a display of her feed, consisting of images, videos, stories. No additional clicks are needed here.
Tap on profile icon (1 click).
Tap the three lines icon in the upper right-hand corner, in the Side Menu, tap on ‘Threads’ (2 clicks).
Tap on ‘Install’ and then tap on ‘Open’ (2 clicks).
Log in with IG. Tap on your IG account. (1 click).
Import from IG (1 click). Once details are imported, profile will reflect your IG name. Tap ‘Continue’ (1 click).
Set Privacy (1 click).
Follow same accounts you follow on IG (optional) (1 click).
Info on how Threads work. (1 click).
You are in Threads.

👉 Once installed, Funnel and clicks required to get in Threads via Instagram: 4 clicks
Open Instagram: User taps on IG icon (1 click).
Home Screen: Lands on IG home screen, with a display of her feed, consisting of images, videos, stories. No additional clicks are needed here.
Tap on profile icon (1 click).
Tap the three lines icon in the upper right-hand corner, in the Side Menu, tap on ‘Threads’ (2 clicks).

👉 Once installed, directly get in Threads from Threads app: 1 click

 

Part 3: Deconstructing experience on Threads

🤔 Questions that a Product Manager might ask when making decisions to enhance the experiences of user -->


👉For Content Creators:

1️⃣ Elevating Content Creation Tools:
How can we empower content creators with cutting-edge tools and features to craft captivating text, multimedia, and links within Threads?

2️⃣ Monetizing Creativity:
What innovative monetization avenues can we explore, enabling content creators to turn their passion into profit while preserving a seamless user experience?

3️⃣ Data-Driven Success:
What analytics and insights should we deliver to content creators, empowering them to decode their audience, enhance engagement, and fine-tune their content strategies?
How can we democratize data, making it accessible and actionable for creators?

4️⃣ Content Moderation:
What advanced content moderation tools and safeguards can we introduce to empower content creators, granting them control over their Threads?


👉For Content Consumers:

1️⃣ Discovering Delights:
What enhancements can we make in for our recommendation algorithm, ensuring that Threads consistently surfaces content that resonates deeply with users' passions and preferences?

2️⃣ Engagement:
What features and interactions can we introduce to enhance user engagement for Threads community?
In what ways can users actively participation in discussions and public conversations?

3️⃣ Tailored Feed:
How can we empower users to tailor their content feeds, spotlighting the content and creators that matter most to them?
 

 

Part 4: Measuring success of Threads

📊 I have classified metrics into two categories: for Users (both creators and consumers) and for Business.
Metrics for users will depend on identifying what classifies as success for creators and consumers i.e. addressing their Jobs To Be Done (JTBD).
North Star metrics is directly related to the value proposition of Threads


👉 For content creators:

1st JTBD: Post multimedia content and express more
📸times photos and videos attached in posts (North Star Metrics)
🔥 Total new posts created in a week
📆 Total new posts created in a month
📝 Average length of post
🔁 Total reposts by the creator

2nd JTBD: Reach large audience and get discovered by new followers
🔗 Total shares within Threads, from Threads to IG, outside Threads and IG (North Star Metrics)
🚀 Engagement Rate
🗣️ Conversation Reach
⏲️ Average Response Time taken by creators to respond to viewers
📊 Content Topic Popularity
💬 Number of messages sent and received per day by creators
🧩 Number of groups created by creators
🕰️ Average time spent interacting on Threads per day
👍 Number of likes, comments, and shares per post
🔄 Total consumer retention
🔁 Total reposts by consumers
💤 Inactive follower rate

3rd JTBD: Monetize content
💼 Total sponsored content
🌐 Total affiliate marketing links embedded in posts
🖱️ Total clicks on affiliate links

4th JTBD: Maintain content authenticity
📈 Follower Growth
📊 Follower Growth based on content shared
💓 Engagement-to-Follower Ratio
🌟 Content Quality Score


👉For content consumers:

1st JTBD: Discover and consume relevant and high quality content
⏳ Average time spent on Threads per session (North Star Metrics)
⌛ Average time spent on each post
📌 Total clicks on recommended content
🔄 Variety of threads interacted with
🧩 Total groups joined
🔍 Total times only textual content viewed
🎬 Total times multimedia content viewed
📜 Content Scrolling Depth

2nd JTBD: Have meaningful engagements with creators
🗣️ Total times consumers participated in public conversation (North Star Metrics)
🔗 Total shares within Threads, from Threads to IG, and outside IG
📝 Total long comments
🥇 Total number of reactions per post
👍 Most used form of engagement

3rd JTBD: Control privacy and visibility of these engagements
⏰ Total times privacy settings changed


👉For business:

💼 Total accounts created (North Star Metrics)
📆 Daily Active Users (DAU)
📈 Month on Month Retention, D7 retention
📣 Net Promoter Score (NPS)
📨 Total referrals and invites sent
📥 Total feedback received
🕐 Resolution time


👉Counter-metrics:

❌ Total accounts deactivated
🚫 Unfollow rate
🚨 Total accounts reported and blocked
🤖 Bot followers
🗑️ Content deletion rate
🔇 Mute rate
🚫 Total content reported and hidden
😡 Total complaints
📉 Churn Rate