We need to under the context of this question first: 1. Is this one time diagnosis or progressive events? if one time, are there any major events that coincided? if this is progressive, we could dig deeper into data. 2. Is this happening in an isolated region? If yes, do we just lose any major competitors in that region. 3. Is this happening in specific platform? Do we have any major updates in one of the platforms IOS, Android, we might borrow some ideas from that platform and improve the other platforms as well. If the trend is consistent, and we didn't see any other situation like region, platform is happening, we could go to our high level assumption: Our overall engagement is going up. Most plausible reason could be facebook starts sharing ads money to lure high quality creators to publish more on Facebook. Overall, if this is one-time spike, major events like worldcup or president election is mostly likely to be the cause, otherwise, I think fb's effort to attract more content creators could be the main reason.