Extremely Interesting Instagram Growth Lecture

Good day, dear habravchane! I want to share with you the performance of George Lee, the former director of Instagram growth. Former because he went back to Facebook.

From his presentation you will hear incredibly interesting things about the “big marketing” and about the national specifics of promotion. It is important to separate analysts and researchers. The former should not constantly turn to the latter and ask “what is happening?” Or “better when the button is on the left or on the right?”. Analysts on the basis of the data obtained should construct hypotheses and say what to focus on the attention of researchers. When did a user sign up for Instagram in recommendations, would he rather show a friend or a celebrity? What kind of psychology does the user follow when choosing a public or private account?

The growth department should have 3 development plans, each with 2-month forecasts. According to the latest data, over the past half year alone, Instagram has grown by 100 million MAUs and reached 600 million by this indicator. But in certain temporary areas there are strong falls and this is normal. It is not correct to follow the dynamics fanatically and to ask daily questions about the appropriateness of their actions. Months of the year and individual holidays affect growth dynamics in different ways. Moreover, it is natural.
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The most memorable was the answer to the question “how to determine whether growth occurs due to the work of the promotion team or due to the virality of the product itself?” - “No, no. It's impossible to calculate everything. But if the indicators fall, will the promotion team be to blame? So if the indicators are growing - this is her success. " Sounds like an excuse, but this person knows his product. It's even hard for me to imagine how from all channels and streams to increase the Instagram user base to determine that recommendation algorithms are responsible for a 2-3% increase in the last couple of years.

In general, I recommend for viewing. Thank you very much for your attention.