Retentive Relevance: Capturing Long-Term User Value in Recommendation Systems
This work provides a scalable solution for improving user retention and experience in social media platforms, though it is incremental by building on existing survey methods.
The paper tackled the problem of recommendation systems relying on noisy short-term signals by introducing Retentive Relevance, a survey-based measure that predicts user retention, and demonstrated it significantly outperforms existing methods in predicting next-day retention, especially for users with limited engagement.
Recommendation systems have traditionally relied on short-term engagement signals, such as clicks and likes, to personalize content. However, these signals are often noisy, sparse, and insufficient for capturing long-term user satisfaction and retention. We introduce Retentive Relevance, a novel content-level survey-based feedback measure that directly assesses users' intent to return to the platform for similar content. Unlike other survey measures that focus on immediate satisfaction, Retentive Relevance targets forward-looking behavioral intentions, capturing longer term user intentions and providing a stronger predictor of retention. We validate Retentive Relevance using psychometric methods, establishing its convergent, discriminant, and behavioral validity. Through large-scale offline modeling, we show that Retentive Relevance significantly outperforms both engagement signals and other survey measures in predicting next-day retention, especially for users with limited historical engagement. We develop a production-ready proxy model that integrates Retentive Relevance into the final stage of a multi-stage ranking system on a social media platform. Calibrated score adjustments based on this model yield substantial improvements in engagement, and retention, while reducing exposure to low-quality content, as demonstrated by large-scale A/B experiments. This work provides the first empirically validated framework linking content-level user perceptions to retention outcomes in production systems. We offer a scalable, user-centered solution that advances both platform growth and user experience. Our work has broad implications for responsible AI development.