How Facebook turns users become addicts
The Facebook marketing strategy centres on creating and improving a product in such a way that you are compelled to use it frequently throughout the day. Their product development relies heavily on it.
Here, therefore, are some observations about human nature that keep us plugged in.
1. First, Verification
As social beings, we’re all looking for affirmation that what we’ve made is worthwhile.
There aren’t many of us who can ignore the attention metrics that Facebook displays at the end of every post.
It just takes a few “likes” for us to feel like nobody is paying attention. When you reach the grand score of 100, though, you will feel like a true creative champion.
In light of recent changes to the platform, Facebook now features the streaming likes and hearts that were originally developed for Periscope. These rapid-fire visual gratifications are designed to keep you coming back for more. That “did not” happen by chance.
Facebook is well-endowed enough to mimic practically every aspect of its rivals’ addiction strategies that it deems an improvement.
2. Reward that varies in size and shape
The finding by Skinner that unpredictability in reward distribution increases the risk of addiction in rats.
Exploring the depths of your Facebook feed exposes several items of material and insights that keep us glued to the platform. Some of them are dull, while others are intriguing.
It’s addictive to keep checking those numbers to see how your material is doing.
3. Worry of missing out
The fear of missing out is quite real, and we all want to feel like we’re in on the action. That’s what “FOMO” stands for, for those of you keeping score at home. The natural human tendency for inquiry keeps us watching, listening, and tapping away at our mobile devices.
There is a certain amount of voyeurism in every person, and these sites encourage and reward that trait.
4. The fourth element, noises
Most of us are motivated to “check in” when we hear that dreaded chime on our phones.
The Facebook messenger sound that plays when you are sending and receiving private messages, however, amps up the excitement.
The layout is not accidental.
Even in your SMS and text message conversations, you may see this trend. This simple trick of knowing someone is typing on the other end keeps us captivated to our displays.
5. Vibration is ranked fifth.
Even in quiet mode, our phones still send us notifications. This is the trembling sensation felt in one’s wallet or bag.
When downloading an apt, it is usually difficult to “not” activate it, or it is nearly always activated.
The default is not to opt-in, but to opt-out.
The constant desire to check your social media accounts and give in to the satisfying vibrations that signal a new like, remark, or message is real.
6. Sixth, a link
Recently, I met someone at a seminar on social media marketing who told me she finally felt like she’d found her people. Part of the appeal of social media is the feeling of belonging to a global community. This facilitates our initial virtual meeting before we physically collide.
Need for social interaction is a potent driver of internet use.
Having the option to connect with like-minded individuals all over the world and become part of a worldwide “passion tribe” is an enticing… and potentially addicting feature.
7. A Seventh Suggestion: Putting Money In
I use Facebook in part to keep track of where I’ve been. It’s where I upload pictures from my phone, summarising my day in words and pictures. The timeline transforms into a travelogue that serves as my own travel journal.
The money you put in is guaranteed to grow.
The longer I devote to making content and sharing it with the world, the more invested I am emotionally. You can now plot your entire life on Facebook.
The resumption of dominance
One strategy that is gaining popularity is the “digital detox,” but I believe there is a more straightforward answer.
Put an end to all alerts and notifications by turning them off.
To get anything done, you need to regain command of your focus. Distractions prevent people from getting into “the zone” and producing meaningful work.