How might we
increase commenting to improve
user retention?
Product Designer + Product Owner
STICKERS
STICKERS
User interaction with posts increases user retention
Interacted most
Share
Like
Comment
Understanding the commenting ecosystem through
Surveys
Data
Analysis
User
Interviews
Self
Analysis
Surveys
User Interviews
Users don’t know
what to comment
Users are not confident enough of what
to comment
User were most worried about the backslash they might get by posting certain
text comment”
Commenting in ShareChat can be classified as
Wishes
Divya
Happy Birthday 🥳🎉
Love / Hate
Ravindra
Delete the post 😡
Username
Plz like my comment
🙏 🙏🙏🙏🙏🙏
Username
Please delete the post
Username
Happy Birthday
Greetings
Nisha
Good Morning!!!
Reactions
Rakesh
❤️️️️ ❤️ 😍😍💕💕
Username
Happy Birthday
Username
❤️️️️ ❤️ ❤️❤️❤️❤️
Username
Now
Good Morning!!!
LIKE bait
Omkar
Plz like my comment
🙏 🙏🙏🙏🙏🙏
Opinions
Cutie
I dont agree with this 👎🏽
Username
Happy Birthday
Username
Please delete the post
Username
Please delete the post
Contributes 80% of the comments
4 Genres
Wishes
Humour
Romance
News
~1.2M
comments per day
0.8
comments per commentor
300K
commentors daily
0.002%
new commentors per MAU
1
2
3
4
5
6
7
8
9
10
Hindi
Telugu
Tamil
Malayalam
Punjabi
Kannada
Marathi
Gujarati
Bengali
Odia
Assamese
Urdu
Haryanvi
Bhojpuri
Top commenting languages
Themes emerged
Providing options for users to drop the first comment
The ease of commenting with minimal effort
Redefined problem statement
How might we
Empower users to express themselves with minimal effort?
👏 🔥 😂 😢 😡 🙏 👍 💔 💯
Type here...
👏
🔥
😂
💜
😢
😡
Introducing Emojis
reorder and addition of new emojis
based on user comments
Discoverability
encouraging users to engage with the post
by giving importance to input field.
Rahul
##photography
100 views
1h ago
200
कमेंट
Like
Save
Repost
Type here...
Rahul
##photography
100 views
1h ago
200
कमेंट
Like
Save
Repost
Username •2d
Message
2 Likes
3 Replies
Type here...
Top Comment Viewability
posts top comment, comment by author,
reply to the self comment various methods were tried
Combination of
Input field + Top comment
Type here...
Profile Picture
sense of belonging
Image Comments
based on popularity among users of
meme creation in the platform
Commenting increases user retention hypothesis is validated
Commenting and user retention did not grow as expected.
👀
0.5% users
posted image comments
+ve direction
0.3% DAU
emoji comments
User morale affected
-0.3% Overall comments
due to NSFW image comments
0.5% comment visits
post NSFW pipeline setup
2% MAU
time spent on comments section
Validation
0.15% DAU
user retention
Sticker as a concepts selected based on effort and execution.
Stickers replacing emojis in suggestion strip
expressing oneself visually
Adding more content in Gifs
Text suggestions to trigger the early discussion.
saves time and effort from typing
Text Suggestions
Introducing Stickers
Types of Stickers
Expressionful character
Text + Expression
English + 10 vernacular languages
🤩
12%
overall comments
100K
sticker comments daily
50%
new commentors
0.5%
user retention
Stickers have shown promising gains, so I proposed making
all stickers in-house and more contextual to the post and user.
The proposal got approved 🎉
411 stickers created in-house that saved ₹1.2Cr annually
Festive and event specific stickers were created to keep users engaged
3.4M times
|
IPL 2020
+118
570K times
Republic day
Political agendas caused stickers to fail in some languages.
1.8M times
|
IPL 2021
+80
879K times
|
Dusheera
+12
900K times
Makara Sankranti
720K times
Christmas & New year
425K times
Makara Sankranti
840K times
Valentines week
For every sticker
CONS:
Manual upload, Less control, Tedious task,
Developer availability and dependency,
Effort to add and delete stickers.
Upload stickers
Create CDN link
Provide
Genre ID
Provide
Catergory ID
Sticker position
Live
The feature allows anyone to upload stickers if they have access to it.
Proposed and built a sticker management feature in ShareChat internal tool
Multi Upload
Stickers
Select
Genre
Sticker
Position
*sticker auto deletes post expiry
Reduced from 24Hrs --> 5Min
Take Live
Duration
Thums Up
commented brand stickers
increase to overall comments
Branded Stickers
StarBazzar
commented stickers
campaign delivered
"Developed the first monetizable sticker property in the advertising space.”
2.45₹cr
cost saved
75%
comments are sticker comments
3X
increase in commentors
20.2M
avg monthly sticker comments
76%
commentors retention - highest
1%
increased app user retention
Sticker as brand property being sold as the 2nd highest
advertising price in the organisation. Expected revenue generation is ₹5cr/month.
3D Sticker
NEW
I received a User empathy award for the initiative.
AI sticker tool can be built to increases personalisation
and reduces manual creation. Leading the initiative
was both valuable and joyful.
Thank You!