Through the primary and secondary research, the main cause for dropping the engagement on the platform is a lack of interesting content for the targeted age group. The pain points related to the creators are being identified and recommendations are given to improve the content quality which would result in an increase in user engagement.
According to secondary research, organic video posts receive 38% more engagement than photos. Most of the social media where the engagement of the young users is high as compared to Facebook has short videos as their primary content. Hence, we can focus on the short video format on Facebook. We will find out the pain points of the creators on the platforms. Prioritize them and then recommendations for the identified pain points would be given. The main pain points identified are- The accessibility of the Reels section on the app, guiding the creators on what to create, post sentiment through the comments.