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The Psychology Behind Why We Can't Stop Messaging
The Trigger
... towards doing something can be external, like a ‘click here’ button, or internal, like an emotion or craving. A successful trigger graduates from being an external one into something inbuilt in the user.
Example: One feels lonely or bored and instinctively opens Facebook.
Text messages have the notification as an external trigger when you get a new message from a friend, giving you a small rush in the head.
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Key Ideas
Smartphones and Messaging
Phones became smart more than a decade ago and started doing almost everything.
While the app store has millions of apps to take care of our needs, connecting with other people remains one of the few fundamental uses of the phone.
Actual phone call usage has gone down drastically, while services like text messages, video calls, email, and rich messages (Facebook Messenger and Whatsapp) are used almost throughout the day.
The Message
The technological tools we use keeps us connected to the people that matter to us, and the text (later rich text message) is one of the oldest ways of communication since portable phones came into existence.
It also has a hidden secret that makes us keep checking it.
The Four-Step Hook
... deployed by the messaging software and many other products is composed of:
- Trigger
- Action
- Variable Reward
- Investment
Understanding these four steps makes us see the hidden psychology behind a user's daily tech habits.
The Trigger
... towards doing something can be external, like a ‘click here’ button, or internal, like an emotion or craving. A successful trigger graduates from being an external one into something inbuilt in the user.
Example: One feels lonely or bored and instinctively opens Facebook.
Text messages have the notification as an external trigger when you get a new message from a friend, giving you a small rush in the head.
The Action
Any trigger, be it a text message notification or an emotion, prompts a user to take some action, like opening the app or clicking a button.
This simple action can be internalized and make the users click on the app icon to open it even if there isn’t any new message.
Variable Reward
- BF Skinner, a psychologist, found that if an action gives a variable, unpredictable reward, it is more frequently used and is addictive.
- Like a slot machine, the reward is not something that the user knows beforehand, providing a sense of wonder, intrigue and mystery.
- In the case of messages, the variability is baked in the message itself, and different apps utilize novel ways to keep the user hooked.
Investment
There is a push provided to the user to ‘invest’ in the service so that there are variable rewards in the future. This can be anything from uploading a new profile picture to set a status update for all to see.
The investment increases the probability of the next trigger happening, as in the case of messages when a message is sent, the likelihood of a reply increases manifold.
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TikTok
TikTok is reportedly 500 million users strong. It’s been a while since a new social app got big enough to make nonusers feel they’re missing out from an experience.
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TikTok "tools"
- Filters as on Snapchat.
- The ability to search for sounds to score your video.
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- It nudges you and makes it easy to come up with material to post.
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Fundamentally different
TikTok has stepped over the point between the familiar self-directed feed and experience based on algorithmic observation and inference. When you open the app, you don't see a feed of your friends, but a page called "For You" - It's an algorithmic feed based on videos you've interacted with or just watched.
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Habit-formation apps are aspirational tools
They're less about distilling your life into a series of data points and more about becoming your ideal self: If you use their app, you too can become a person who practices good habits. You can be...
The 4 tendencies when it comes to habit formation:
- upholders: disciplined and respond to both internal and external expectations;
- obligers :can’t keep commitments to themselves but respond to expectations from others;
- questioners: ask why and can keep a habit if they understand the logic reasoning;
- rebels: hate being told what to do by others, so it has to be something they want to do.
Habit apps use the psychology of habit formation
- Many rely on a “streak” feature: they track how many consecutive days you’ve completed the habit;
- Other apps offer accountability features to pressure you into completing your goal;
- Some apps turn habit formation into a game: The app rewards users who complete their habits with badges and other virtual incentives.
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How Excitement Works
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It could go on for only so long due to a condition of stability in the body.
Excitement is mental, but it...
Great Marketing Excites Your Audience
Strong Emotion. Create shareable, viral content that is relatable to the the audience.
Progress. Reward people who always patronize your service or product to make them always go back to you.
Strong Feature Design. Consider the right color for your ads to enhance the sense of excitement of the audience.
Price. Establish a low price or make it look like it is. Have promos or discounts.
Limited Products. There is always a demand for seasonal or limited products.