Instagram Growth Lever to Increase Reel Adoption
This is a hypothetical case study done for just fun and flexing the design muscles.
App name / Client
Hypothetical
My Role
UX Designer
Industry
Social Media
Platform
Mobile App
I took a design challenge to design a growth level to boost Instagram reel usage. This is a hypothetical case study done for just fun and flexing the design muscles.
Objective
Instagram wants to encourage users to upload more Reels to drive product growth. They plan to implement a feature where users are rewarded for uploading every 5th Reel. Your task is to design this feature, determine its placement in the Instagram app, and outline the user experience after uploading a Reel.
My Assumptions
Design a long term growth level to boost reel usage with 3P collaborations, increase monetisation opportunity, user interactionInitially i though of providing monetary value, but that is already there as Bonus for creators which was launched last year. Now creators are already getting some share of money for each reel they upload. Hence i thought about adding more value to specific milestones. Here are a link to see the reel bonus:
https://www.techbloat.com/instagram-reels-bonus.html >https://yukaichou.com/gamification-examples/octalysis-complete-gamification-framework/ >
Deep dive into user needs & motivations
I did both primary and secondary research to understand more about the users, what other apps are doing drive growth for new features and makes a habit forming product.
Types of users on Instagram
| Personal Users | These are individuals who primarily use Instagram for personal reasons, such as connecting with friends and family, sharing personal photos and moments, and staying updated on the lives of people they know. |
|---|---|
| Influencers | Influencers are users who have a significant following on Instagram and use their platform to share content related to specific niches or interests. They often collaborate with brands, create sponsored content, and engage with their followers through posts, stories, and reels. |
| Brands and Businesses | Many brands and businesses have a presence on Instagram to showcase their products or services, engage with customers, and build their brand image. They use Instagram as a marketing tool to promote their offerings, share updates, and connect with their target audience. |
| Content Creators | Content creators are users who focus on producing high-quality and engaging content across various categories such as photography, art, fashion, beauty, fitness, food, travel, and more. They often have a specific aesthetic and style, and their content is meant to inspire, entertain, or educate their audience. |
| Curators and Aggregators | Some users on Instagram curate and share content from various sources, aiming to provide value to their followers by showcasing interesting or relevant posts, videos, or articles. They may focus on specific themes, trends, or topics of interest. |
| Hobbyists and Enthusiasts | Instagram is also popular among individuals who use the platform to share their hobbies and passions. This can include enthusiasts of photography, cooking, DIY projects, fitness, music, gaming, and more. They enjoy connecting with like-minded individuals and showcasing their skills or experiences. |
| News and Media Outlets | News organizations, journalists, and media outlets use Instagram as a platform to share news updates, feature stories, and behind-the-scenes content. They leverage Instagram's visual format to engage with their audience and provide a glimpse into their reporting process. |
| Memers and Humor Accounts | Memers and humor accounts focus on sharing funny, relatable, or satirical content, often in the form of memes or comedic videos. They aim to entertain their followers and create a sense of lightheartedness on the platform. |
Why do people upload reels:
People upload reels on Instagram for various reasons, driven by different user behaviors, expectations and needs. Some of these user behaviors that influence their decision to upload reels include:
- Self-expression: Many users upload reels as a means of self-expression. They use the platform to showcase their creativity, talents, and unique perspectives. By sharing reels, users can express themselves through videos, music, dances, skits, or other creative content.
- Social Validation: Users often seek social validation and recognition from their peers and followers. Uploading reels allows them to receive likes, comments, and shares, which can boost their self-esteem and sense of belonging. Positive feedback from others can reinforce their behavior and motivate them to continue creating and sharing content.
- Engagement and Interaction: Reels provide an interactive and engaging format that appeals to users. By sharing reels, users can capture attention and encourage others to actively engage with their content. The dynamic nature of reels, such as short and captivating videos, encourages users to like, comment, tag friends, or share the content, fostering increased interaction.
- Entertainment and Amusement: Instagram reels serve as a source of entertainment for both creators and viewers. Users upload reels to entertain their followers, share funny moments, or provide enjoyable and visually appealing content. The desire to entertain and bring joy to others drives users to create and upload reels.
- Community and Connection: Reels enable users to connect with like-minded individuals and build communities around shared interests. Users upload reels to participate in trends, challenges, or viral content, fostering a sense of community and belonging. By uploading reels, users can engage with others who have similar passions and interests.
- Discoverability and Growth: Instagram reels provide an opportunity for users to expand their reach and gain new followers. By uploading reels, users can leverage the platform's algorithmic recommendations and explore page to increase their visibility and attract a larger audience. The desire for growth, exposure, and reaching new viewers motivates users to upload reels.
- Influencer and Brand Promotion: Influencers and brands utilize Instagram reels as a marketing tool to promote products, services, or personal brands. They upload reels to showcase their offerings, demonstrate product use, or provide informative and engaging content that aligns with their target audience. Reels help influencers and brands reach a wider audience and drive engagement.