Multi-Platform Video Sharing
Role
UX Designer
Interaction Designer
Visual Designer
Tools
Figma
After Effects
Adobe Illustrator
Adobe Photoshop
Origami
Problem
Facebook has long been considered a walled garden, with its content remaining exclusive to the platform and inaccessible through search engines like Google or Twitter. Recognizing the need for a more open approach, Facebook decided to alter its policy and develop a strategy to enable content sharing across platforms. The challenge was to ensure that this newfound accessibility would lead to an increase in platform visits and video watch time, while maintaining an intentional and meaningful user experience.
Hypothesis
By introducing intrinsic rewards for content sharers, we anticipate an increase in sharing activity and the subsequent influence on others, ultimately leading to a growing number of participants within the engagement flywheel.
Recognizing the immense potential of content sharing, our team was eager to capitalize on the rising internal sharing numbers and replicate similar success externally. Our aim was to develop an inclusive strategy that catered to all video content types and teams, acknowledging the unique perspectives and requirements of each.
To ensure collaboration and alignment, we engaged in open discussions with various teams, embracing their diverse viewpoints on content sharing. By fostering a cooperative environment and maintaining a flexible approach, we were able to create a unified and adaptable strategy that accommodated the distinct needs of each team while promoting consistent success across the platform.
KPIs
Increase in Facebook Watch over watch time
Increase in Facebook Watch sharing watch time
Increase in Facebook Watch video shares
The Solution
Multi-Platform End-To-End Video Sharing Strategy
Shipped Strategy
Understanding the importance of a sustainable and effective strategy, we aimed to develop a comprehensive approach that took into account the value and intent of content sharers. Recognizing the magnitude of the opportunity at hand, we were determined to capitalize on it to its fullest potential. Drawing inspiration from the habit-forming strategies outlined in "Hooked," we crafted a multi-pronged strategy encompassing four key components:
Triggers: We designed prompts that would initiate user engagement, both internally within the platform and externally through various channels.
Easy Actions: We simplified the content-sharing process, ensuring that users could quickly and effortlessly participate in sharing activities.
Intrinsic Social Rewards: We created a system of rewards that appealed to users' inherent motivations, promoting a sense of personal satisfaction and accomplishment through content sharing.
User Investment: We devised opportunities for users to invest their time and effort in the platform, fostering a sense of commitment and increasing the likelihood of continued engagement.
Embracing a modular approach, we designed versatile solutions that enabled all video teams to effectively utilize the components of our sharing strategy that best aligned with their specific product needs. By breaking down the strategy into customizable building blocks, we ensured flexibility and adaptability, allowing each team to tailor the approach to their unique requirements and goals.
Initial Results
Following the implementation of the sharing strategy, I transitioned to another project, leaving the strategy's ongoing development and execution in the capable hands of a new lead designer. Over the course of several months, the components were gradually built and refined, with the new designer collaborating closely with their teams to ensure successful execution.
Despite the initial challenges associated with adaptation and handover, the sharing strategy has proven to be highly effective, delivering significant metric wins in each subsequent period. These consistent successes have reinforced the value of the strategy, driving further investment and commitment to its ongoing development.