You notice Reels/short-form video engagement dropped by 40% month-over-month while follower count increased. How would you diagnose the root causes and design experiments to recover and improve performance? Mention the metrics, tools, hypothesis framework, and sample tests you’d run.

A 40% drop with follower growth is a diagnostic signal, not a mystery. First I’d pull metrics: reach, impressions, avg view duration, completion rate, 3‑second CTR, saves, shares, and platform distribution over the last 30–90 days. Tools: Instagram/YouTube native analytics, Sprout Social, CrowdTangle, and Google Analytics for on-site behavior. I’d form hypothesis statements (If hook changes, then CTR drops; if audio changed, then watch time falls; if distribution shifted, reach down) and prioritize tests. Sample experiments: A/B test first 3 seconds (6 reels, two hooks each) to lift CTR; test trending audio vs original across 8 posts to measure completion rate; test shorter (10–15s) vs longer (30s+) to optimize view-through. Run each test for 2–4 weeks, track lift targets (e.g., +20% view-through rate, +15% saves) and statistically validate before rolling changes live.