Want to know why you can’t stop going on Facebook, Instagram, or Twitter? Well, when it comes to building and creating a product or service, there are 4 steps to getting someone hooked. It requires a trigger, an action, a variable reward, and an investment. Essentially, every popular and successful social media site/app goes uses these 4 steps. The points taken away from this book are:
1. Just as Freud said in his book “Civilization and Its Discontents”, people move towards pleasure and avoid pain. We do so through deflection of pain and disappointment, substitutive satisfactions, and intoxicating substances. “Products that successfully create habits soothe the user’s pain by laying claim to a particular feeling. To do so, product designers must know their user’s internal triggers – that is, the pain they seek to solve.”
2. It’s interesting to look at the success of these companies from the perspective of them targeting and preying on our fears. Every time we fear missing out on our social network connections, its just making these social network sites richer.“Like many social networking sites, Instagram also alleviates the increasingly recognizable pain point know as fear of missing out, or FOMO.“
3. A lot of successful apps use the technique of giving random rewards to get users hooked. This is especially true with those who play slots. When the player is rewarded randomly, versus on a consistent and predictable basis, it keeps them engaged and wanting more. “Fundamentally, variable reward systems must satisfy users’ needs while leaving them wanting to reengage.“
4.When we invest time into building/creating something, we perceive its value to be greater than what it would be on the market. “We irrationally value our efforts.”
By Ryan Lee
Check out the book here:
Thank you for reading! If you like what you’ve read, please join my Facebook group here, like the post, share it, or leave a comment below.