Does it have any chance of doubling any metric that matters to you? (growth, activity, call deflection etc…?)
Does it strategically reinforce whatever it is that makes your audience unique? And thus is something any other community would struggle to replicate?
Have members expressed an overwhelming (unprompted) demand for it?
Will failure to do it cause the death of your community?
Have you decided what you will stop doing to invest the resources to make the new feature a success?
You better have a compelling reason to distract yourself from making your current community features better, divide your time and resources into smaller chunks, and expend precious audience attention on something that might not work.
(p.s. because someone else is doing it is both the most common and very worst reason to do it).
