Meta is planning next year’s product goals for Facebook Reels. Reels has strong top-of-funnel reach, but leadership believes current reporting overweights consumption and does not clearly capture whether the product is creating durable user value. You are asked to recommend a north star metric and set a realistic goal for the next 12 months.
Current monthly averages are: 620M global Reels viewers, 188M weekly Reels creators, 41B daily Reels plays, 27.4 minutes average daily Reels watch time per daily active viewer, 14.8% 7-day creator retention for new creators, and 36.5% 30-day viewer retention for new viewers. Reels contributes meaningfully to Facebook session time, but there is concern that maximizing raw watch time alone could encourage low-quality or repetitive content and hurt long-term retention.
reels_view_events: viewer_id, reel_id, impression_time, play_time, watch_seconds, completion_flag, like, share, comment, save, follow_creatorreels_creation_events: creator_id, reel_id, creation_time, publish_time, audio_type, duration_secondsuser_retention_daily: user_id, cohort_date, user_type (viewer/creator), retained_d7, retained_d30, country, app_platformcontent_quality_reviews: reel_id, integrity_score, originality_score, policy_violation_flagfacebook_sessions: user_id, session_date, total_session_minutes, reels_minutes, feed_minutes, notifications_opens