Growing audiences on MBS

On my first team at Meta, I worked as a growth product designer for Meta Business Suite, focused on driving business engagement. I designed tools that gave admins a tangible way to grow their presence on the platform — driving 3.4M monthly engaged businesses with the work.

Overview

Meta Business Suite lets business admins manage their Instagram, Facebook, and WhatsApp presence from a single consolidated view. But despite offering content creation, messaging, and insights in one place, we had no answer to the age-old social media problem: growing your followers.

Without an established follower base, businesses struggle to reach the right people with ads and lack the social proof needed to build consumer trust.

To address this, I designed an audience growth tool that helped businesses identify high intent consumers and convert them into followers.

My role and team

I served as lead product designer — identifying the opportunity, scoping the work, and partnering closely with PM and engineering to build, iterate, and track success.

Interaction and friend inviter

Introducing the first audience growth levers

I built a tool that surfaced a consolidated view of people who had already engaged with the business's content by liking, sharing, or commenting on posts, signaling interest. Admins could bulk invite these users to follow their page, and also request existing connections to invite their own networks. The lift in engagement validated the direction and unlocked the next phase of this work.

A consolidated growth tool

Scaling for prioritization and discoverability

The initial experience had to evolve to accommodate new levers. Admins couldn't tell what was worth acting on, and a bloated card meant the tool couldn't earn a top-of-home placement. I redesigned the container around a goal-tracking system that set follower targets and surfaced the highest impact lever for each business in the moment. This earned the card a top slot conditioned on relevance, driving further lift in MEB (monthly engaged businesses) and tool adoption.

Contextual entry points

Embedding growth into organic moments

With the tool proven and scaled, the next opportunity was to meet admins where they were already interacting with their audience. I designed entry points across post notifications, comment threads, and conversations, partnering with teams across Facebook to land these placements. This expanded audience growth from a dedicated tool into a contextual action admins could take anywhere on the platform.