User Persona for Instagram

Decision-Making Process and Rationale

Identifying the Problem

Post-launch, user engagement declined. To understand the reasons behind this, I conducted content audits to analyze patterns in user behavior, content performance, and interaction trends on the platform.

Platform & Device

The focus is on iOS mobile, as a significant portion of the target audience primarily engages with social media through iPhones.

Key Challenges Identified

• Algorithm & Engagement – Users struggle with unpredictable reach and visibility.

• Content Pressure & Burnout – Frequent posting, especially Reels, feels overwhelming.

• Organic Growth Issues – Small businesses rely more on paid promotions.

• Fake Engagement – Spam and bots reduce authenticity.

• Copyright Restrictions – Limits on trending music and video clips affect creators.

• Grid Layout Frustrations – Users feel restricted in organizing posts creatively.

• Content Control & Political Expression – Users want more control over what they see and express.

• Support & Privacy Concerns – Complaints about account blocking, slow support, and recent highlight changes affecting privacy.

Opportunities for Improvement

• Algorithm Insights – More transparency on engagement factors.

• Flexible Content Options – Balancing Reels and static posts to reduce pressure.

• Enhanced Grid Customization – More freedom in post organization.

• Better Business Tools – Improved order management for small businesses.

• Stronger User Controls – Customization options for filtering content.

• Support & Privacy Enhancements – More responsive help features and privacy settings.

Next Steps

Based on the content audit findings, the next phase involves designing solutions that improve engagement, content organization, and user satisfaction while addressing key pain points.