The Instagram Stories product, for example, was disproportionately popular in Spain after it launched. Employees in analytics found out the reason why only after asking their European colleagues on the community team. It turned out that younger people were using the tool to play an alluring game, which started when someone would direct-message their friend a number. That friend would then use that number to say a secret thought about the messenger publicly (“#12 es muy lindo!”) in their disappearing stories.
