Comment Sharing
Comment Sharing enables people to share their favorite comments across multiple platforms. Users can feature a comment in their Story, send it via Messenger, post it on their feed, or share it externally. Originally launched for Creators and Fans, this feature has expanded to all users due to its success.
My Role: Lead Product Designer
Team: Product Manager, Engineering Manager, Engineers, UX Researcher, Content Designer
Started with Fandom
There are over 100 million Creators on Facebook globally. To accommodate all things Creator and Fans related, Fandom was created. Fandom is a dedicated space designed to cultivate a strong community between Creators and Fans. The goal is to empower Creators and Fans to build meaningful connections and engage in deeper interactions.
Comments
Within Fandom, I was focused on Fan to Fan engagement. The comments section is one of the most active spaces for Fans to interact with each other and show their sentiment about the Creators.
However, there isn’t a way to interact with the comments besides from using Reactions and commenting directly.
Recognizing the potential opportunities in Comments, I collaborated with a UX Researcher to understand Fan pain points in the comments section.
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Monet, 19
“Sometimes if I find the post or video interesting, I’ll go straight to the comments to check out what other people are saying.”
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Emmett, 23
“I’ll see a funny comment and want to send it to my brother. I usually screenshot it and text it to him.”
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Elly, 20
“I don’t usually comment but if I do it’s all about supporting the person who created the post.”
People Problems
Expression
People have no way of expressing in-depth how they feel about another comment.
Sharing
People have no way to sending their comments besides from screenshotting it and send it in another platform.
Support
The comments section is a valuable space for fans to show their support and connect with other fans. There isn’t a way to use comments as a sign of support.
Jobs to be Done
"HOW CAN WE..." transform the Comments section into a space where Fans can express themselves more fully, easily share their favorite comments, and show their support for one another?
Our success metric was in Fan to Fan content production and full ecosystem engagement.
Share to Story
Based on research, Stories is the most frequently shared-to space on Facebook, making it the ideal MVP for validating the Comment Sharing hypothesis.
MVP
Taking leadership feedback into serious consideration, I proposed another option that’s leveraging a existing bottom sheet.
Comment sticker
I went through a few iterations of how the comment can appear on the sticker, subtracting some information on the original comment and played around with more delightful elements.
User testament
Share to Messenger
Post launch, Share to Story exceeded our original success goal by 2X (full ecosystem engagement). Another team wanted to expand comment sharing to Messenger.
Comment to Post
Messenger’s experiment gave strong signals to its usability. Due to the success of comments shared to Stories and Messenger, the “Share” call-to-action in the comments section gained support to unify the experience.
The share sheet gained support as an effective next step for sharing to Feed.
Comment Sharing has evolved beyond Fandom, extending across Stories, Messaging, and Feed posts—and now expanding to Instagram as well.