Growing the creator economy.

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Facebook

‍is a social media and social networking service owned by Meta Platforms. Facebook is a social networking platform that allows users to connect, share, and communicate online. As of 2023, Facebook claimed 3 billion monthly active users. A October 2023 Facebook ranked as the 3rd most visited website in the world with 22.56% of its traffic coming from the United States.

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Facebook Subscription
‍is a platform where fans can pay monthly, recurring fee to creators they love, to unlock exclusive benefits - including news, discounts, early access and exclusive members only content. This service is part of Facebook's broader effort to support creators and enable them to build sustainable businesses on the platform.

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At the spotlight

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What we inherited

We had only 2 data points available for creators. Showing how many subscribers they have and how many have canceled this month. That is all, no monetary compensation information, subscribers health or top performing content.

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My role

As part of the Facebook monihtazation team, I worked to improve the experience for creators horizontally thought multiple devises and platforms, to achieve the best results for creators.

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Problem

Creators have minimal insights for Subscriptions that limits the growth of their business.

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Objectives & goals

Empower partners to maintain and grow a thriving subscription business and deliver the best experiences on Facebook to their subscribers.

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Process

Discover | Define | Ideate | Design

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Business challenges

• Urgency to deliver: the Earnings Insight were announced by Mark already.
• Analyzing and defining the huge amount of data that is available.
  

• Design only with available components to speed up the process. No customization.
  

• What platform are we building it on? There is an internal system migration from Creator Studio to MBS planned at the same time.
  

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People problems

• As a creator, I want to make more money withSubscriptions.
• As a creator, I need tools to manage and promote Subscription.

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Understanding the research

Presenting to stake holders decks with research data to accommodate and communicate the users needs and goals. Research synthesized data also takes into account competitor bench marking as well as online reports.

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User needs:

• FB doesn’t show creators any payout information before the payment.
• Unclear what is active subscriber health.
• What’s driving subscriber’s retention?
• Understanding why subscribers are canceling.

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Persona

Creators are busy with making the content, interacting with audience and getting inspired. They values online friends, building communities, but need support in monetization. Industries: gaming, fashion, beauty, sports, arts, travel, news.

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Background:

• Age: 29
• Location: Los Angeles, California
• Occupation: Freelance Graphic Designer, part time sales assistant at the store.
• Education: Bachelor's Degree in Graphic Design

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Demographics:

• Gender: Non-binary
• Income: $65,000 per year
• Marital Status: Single
• Tech Savvy: High

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Psychographics:

• Personality: Creative, ambitious, social, and tech-savvy. Alex is always looking for new ways to express themselves and connect with others.
• Interests: Graphic design, photography, social media trends, digital art, and gaming.  Likes hiking, running and coffee expert. Spends evenings trying new games and sharing thoughts about it.
• Values: Creativity, community, authenticity, and continuous learning.

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Technology Use:

• Regularly uses a high-end laptop and smartphone for content creation and social media management.
• Familiar with design software (e.g., Adobe Creative Suite), video editing tools, and social media management platforms.
• Active on multiple social media platforms but is looking to focus their efforts on Facebook due to its vast potential audience and monetization features.

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Behavior:

• Posts daily on Facebook, including high-quality images, videos, and live streams.
• Engages with followers through comments, messages, and community groups.
• Consistently experiments with different types of content to see what resonates best with their audience.

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Needs:

• Detailed analytics to understand their audience's behavior and preferences better.
• Tools and features that simplify the content creation and posting process.
• Guidance on best practices for growing and engaging their Facebook audience.
• More straightforward ways to monetize content directly on the platform.

Quote: "I want to turn my passion for design and storytelling into a sustainable career, but I need to navigate the digital landscape effectively to make that happen."

Summary:

Alex is a dynamic and creative content creator on Facebook, aiming to build a strong personal brand and community. They face challenges in audience engagement, content monetization, and platform analytics. Alex seeks tools and insights to optimize their content strategy and achieve their goals of growth and sustainability on the platform.

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Synthesis and Key Focus

Translated raw data into actionable insights, facilitating the creation of user-centered solutions that effectively address user goals and challenges.

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Data analysis & simplification examples

• Subscriber type used to include existing categories, including “resubscribed” after cancelling. We simplified it when the use cases percentage was lower than 1%
• When analyzing what devices users used to unsubscribe, it got obvious that 96% were mobile devices and 98% of them were using Android system.
• After reviewing data for entry points, we narrow it down from 19 to show top 7, and the rest of options grouped to“other”, so user would not get overwhelmed. 

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Design challenges

• Analyzing and defining the huge amount of data that is available.
  
• Design only with available components to speed up the process. No customization.
• Defining missing data that can help creators.
• Visualize data in the appealing way.
• Urgency to deliver the expected compensation.

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Impact

After several months of collaboration, research testing, and iteration, our team was ready to begin shipping the new actionable insights. We created totally new 5 pages to inform creators of their monetary compensation, content performance, retention and predictions.

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• Provided clear and reliable information for creators about how their business is doing. 
  
• Scaled to Meta family of apps. Instagram, Communities and Bulletin replicating this structure and design.
• Projected 7% increase of retention of our partners.
• 12% increase of retention of end users (subscribers) as of 2023.
  
• User research showed that creators using insights are more comfortable with estimated earnings, which positively impacted their business growth.

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