Case study on Instagram making a smooth experience for brands and influencers
Problem Statement
You have been on-boarded as a Product Consultant for Instagram. In your monthly catch up meeting, you found that businesses or brands are paying influencers for posting adverts on their profile. Influencers are also generating decent revenue out of their followers but the entire process is happening outside the Instagram platform. Some of the companies who help businesses in doing this are — Ifluenz, Scrunch and Pulpkey.
Can you build something which can make the entire experience smoother for brands and influencers?
Approach towards solving the problem :
- Brainstorming
- User Personas
- Needs of the user
- Key Performance Indicators (KPIs)
- User flow
- Wireframes and Prototype
Brainstorming
Here are the few questions I would have asked so as to get a clear understanding of the requirements for users.
- Who will be the target audience from both brands and influencers side?
- How will this feature help the brands and influencers if added on Instagram?
- What are the problems faced using third party applications for this purpose?
- What are the features that brands and influencers would want?
User Personas
For all the above questions I have made some assumptions which could be asked in brainstroming sessions to get the proper understanding of the requirements and made user personas out of them.
Needs of the users
From the above user personas and noting the pain points of users, Instagram can resolve many of the issues.
- The search for brands and influencers is less time consuming.
- Can become the platform for all types of user with budget constraints.
- Bigger brands can directly connect with mega influencers
- Startups can hire a number of micro influencers to have a serious impact on its bottom line.
Key Performance Indicators (KPIs)
- Engagement Rate : (No. of likes + No. of comments) / No. of followers *100
- Revenue Growth : Revenue after hiring influencers — Revenue before hiring influencers
- Brand Awareness : New customers, No. of followers, Likes and comments
- ROI : (Profit / Cost of influencers) *100
- Tracking profit earned by each influencers by giving out unique PROMO CODE.
User Flow Diagram
Wireframes and Prototypes
The wireframes and prototypes for the above user flows can be viewed here. Suggestions and feedbacks are most welcome :)
