No plot twists or surprises. A surprise is only a surprise once.
Nothing with an "end". In other words, the campaign. Sure, people replay the campaign, but not like they would a melee game. Think of WoW. The reason why WoW has such a high replayability, is because it has no end. Sure you can reach level 85, but quote on quote from my friend, "85 is when the game begins". In other words, if there is an end, make it take a LONG time to reach that end.
Something with a different outcome every time. This is why PvP maps are considered to be more fun than PvE. In PvP, you will be fighting a different force every game, because you never know what is going to be thrown at you. Imagine if in a melee game, no matter what every single game your enemy sent 5 zerglings at 2:30, sent 7 roaches at 4:20, etc. You would get bored, because you would know exactly how to beat that. In PvP, there is not only a potential for an endless amount of strategies for you to use, but an infinite the enemy can use as well.
Achievments. If a player is good at a game, they don't want the only way to prove it being kicking someone's ass. Although this is awesome, I know that having that "golden AK-47" in COD was like the only reason I kept playing. Not because it served any purpose, but because I could say that I have a golden AK-47.
Something with constant action, or constant tension. Think of Mafia. You are always thinking in that game. My APM might be .005, but my TPS (thoughts per second) are just as high as they are in a melee game :) But yeah, even games like Desert Strike, there is constant action. Watching the units battle is fun, and you get to determine what to build.
So those are my basic suggestions on making a replayable map. Hope they make sense and are useful to you. To answer your question, it is up to you. Also realize that the amount of effort you put into the map is not what determines if the map is popular. The effort you should be putting in is scanning BNET, asking players why they like custom games, and what the BNET community is looking for. So in reality, you have a 0-100% chance of making a popular map. The choice IS yours, no matter what people say about it being impossible.
Good Luck :D
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Keys to replayability:
So those are my basic suggestions on making a replayable map. Hope they make sense and are useful to you. To answer your question, it is up to you. Also realize that the amount of effort you put into the map is not what determines if the map is popular. The effort you should be putting in is scanning BNET, asking players why they like custom games, and what the BNET community is looking for. So in reality, you have a 0-100% chance of making a popular map. The choice IS yours, no matter what people say about it being impossible.
Good Luck :D
Great to be back and part of the community again!