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Facebook Product Manager Execution Interview: YouTube Goals & Decline

Exponent2021-02-08
178K views|3 years ago
💫 Short Summary

Selena discusses setting goals for YouTube, focusing on engagement before monetization. Analyzing user engagement metrics is crucial for platform performance and user retention. The decline in watch time prompts investigation into user behavior shifts and competition. The impact of YouTube Shorts on watch time is considered, targeting younger audiences with shorter content. Balancing engagement and monetization is crucial for sustainability. Effective communication during interviews is emphasized. Countermetrics and company goals are prioritized, with a focus on problem-solving. The importance of exploring different ways to address internal and external issues is highlighted.

✨ Highlights
📊 Transcript
Setting goals for YouTube content creation.
01:05
Emphasizes the importance of aligning goals with the platform's mission to entertain and inform users.
Proposes using high-level success metrics, tactical metrics, and counter metrics to track progress effectively.
Discusses evaluating trade-offs and the need for continuous monitoring to ensure goal achievement.
Highlights YouTube's impact on user engagement and learning through entertainment and educational content.
Importance of focusing on engagement before monetization on YouTube.
02:50
Engaging users with entertaining content leads to monetization opportunities through ad breaks or subscription products.
Monetization is crucial but should not overshadow the primary goal of entertaining users.
Competitors like Facebook are encroaching on the space, emphasizing the significance of engagement.
User actions that drive engagement include watching videos, staying to watch longer, and exploring diverse content.
Importance of watch time and engagement activities on YouTube.
05:00
User engagement is crucial for fueling the platform's ecosystem, involving viewers and creators.
Tracking metrics, a north star metric, and counter metrics are essential for monitoring performance and alignment with the platform's mission.
Importance of user engagement metrics in tracking platform performance.
07:58
Analyzing average watch time per user and average number of videos watched per session is crucial.
Factors like likes, comments, and subscribers per video viewed help determine user retention and engagement levels.
Prioritizing subscriber count is key for content creators to upload more videos and foster community discussion.
Focusing on watch time as a North Star metric can drive monetization and prove user enjoyment.
Importance of Balancing YouTube Usage with Real-Life Activities
10:20
Diverse distribution of content creators is crucial to prevent fixation on specific creators.
Counter metrics like user engagement, video quality, and content integrity are essential for upholding community standards.
Tracking creator distribution is a key metric to promote more equal content distribution and avoid high concentration on specific videos.
Investigation into decline in north star metric of watch time.
12:55
Start by asking questions before diving into data analysis.
Decline has been gradual, mainly in domestic market.
Lesser impact observed in emerging or foreign markets.
Gathering insights on duration and geography of decline is crucial for further investigation and strategizing.
Decline in watch time on YouTube in the U.S.
14:44
The decline is gradual over weeks to months and not specific to a device type.
Indicates a shift in user behavior rather than an infrastructure problem.
Likely due to an internal change such as an experiment or de-prioritization, not a competitor launch.
Further investigation is required to pinpoint the exact cause of the decline.
Decline in product usage and potential reasons.
17:24
The team is uncertain if tough competition, partnerships, or device compatibility are causing the decline.
Bad press is ruled out as a significant factor affecting user behavior.
Internal company issues, competition, and cannibalization are considered as leading theories for the decline in product usage.
Impact of YouTube Shorts on watch time.
19:48
Launching YouTube Shorts strategically targets younger audiences and aligns with the trend towards shorter videos.
The algorithm plays a key role in optimizing user engagement and watch time.
Balancing new product launches with existing content consumption patterns poses challenges.
Evaluating the trade-offs between watch time and user enjoyment in the evolving landscape of content consumption on YouTube.
Importance of product prioritization and balancing engagement and monetization for company sustainability.
22:39
Transitioning to shorter content forms may not lead to immediate success.
Internal team dynamics and platform effects are crucial considerations in product development.
Timing of focusing on revenue generation is critical for long-term success on platforms like YouTube.
Effective Communication in Interviews
24:30
Reasoning through problems and structuring responses is crucial for effective communication during interviews.
Acknowledging uncertainties and communicating investigative approaches is a strong communication style.
Breaking down problems into components and maintaining clear communication is essential throughout the interview process.
Avoiding vague responses and actively engaging with the interviewer's questions are key strategies for success.
Importance of countermetrics and company goals in decision-making.
26:19
Thoughtful approach and problem breakdown praised by interviewer.
Areas for improvement include exploring monetization and specifying competitive issues.
Conversation described as engaging and insightful.
Suggestion to ask more specific questions about competitors within Google's ecosystem.
Appreciation for suggestions made regarding APIs and addressing internal and external issues.
28:03
Thanks to Selena for being on the show and wishes viewers good luck on upcoming interviews.
Encouragement for audience to like, subscribe, and visit tryexponent.com for more valuable content.
The video aims to provide helpful insights and support for job interviews.