Tiktok, from brother to man, from friends circle to jitter, people will spend time and money in these virtual experiences. One of the most common behaviors of these users is “brush”, brush copies, brush equipment, brush pictures, brush little sisters / little brother…… “Brushing” is an addictive habit. It’s said that we just open it before going to bed. As a result, we brush it at 3:30 a.m. every day, but we don’t realize it.
According to the definition of psychologists, habit is a kind of unconscious behavior produced under the hint of situation. It is an action we make almost without thinking. More and more Internet companies realize that it is not enough to have a large customer base to form a competitive advantage. The key to determine the degraded value is the user’s dependence on the product. The key to continuous profitability is to let users form habits and generate dependence.
Kwai tiktok is also what makes the short video platform form the “South shaking and north fast” situation, not the other platforms. What’s the reason why the mobile games are so cool? What are the underlying reasons for these addictive apps? Stanford University Professor Neil eyar and product hunt founder Ryan Hoover summed up an addiction model on user dependence behavior, which is applicable to most product fields that need to establish extensive and intimate contact with users
Step 1: trigger
Trigger is the cause that makes you do something. It can be divided into external trigger and internal trigger. For example, an email, a website link, or an app icon on your phone. For example, a friend of the author once confessed that he wanted to find an app to killtime because he was empty and boring.
It is said that people who know how to look at this picture for ten minutes~
At that time, people who were nearby tiktok often shared interesting short videos with him, so they slowly brushed themselves up. At that time, it happened to be his break-up window period, and he began to pay a lot of attention to the account number of his versatile little sister. As a result, he began to enter the cycle of addiction model, from external trigger to internal trigger, and his current behavior was related to his emotional state. After a while, tiktok became a way of social activities.
Step 2: action
Action is an action that is made with a certain expectation of return after being triggered. What does it mean?
Tiktok is not because you have to brush the voice and can not help opening App. Instead, you have the content that you want to appear in the accounts recommended and concerned. For example, my friend love two cultures, and hope to see the good and beautiful little sister. In most of the life, these two kinds of girls are far away from him. Tiktok, no jitter, tiktok will also be available for other products.
Therefore, there are two preconditions for this link to continue: one is that the user’s expectation of interaction and acquisition cost is simple and easy, and the other is that the actor has strong subjective will.
Step 3: variable rewards
Any behavior needs feedback, which is the minimum common sense in product design. The final impact of different feedback on users is quite different. Some of the feedback makes users feel that they are ordinary and tasteful, while others can arouse users’ strong desire. For example, when you open the refrigerator door, the work light inside will be on. This result is expected, so you will not open the refrigerator door repeatedly. If you open the refrigerator every time you open the refrigerator, your desire will soon be ignited.
Arousing the net red “one Li Sha Zi” that the little partner yearns for
Scientific research has shown that dopamine levels in the brain rise sharply when people expect rewards. The greater the variable of reward, the more abundant this neurotransmitter secreted by the brain will be. Therefore, people will enter a state of concentration. The part of the brain responsible for reason and judgment will be suppressed, while the part responsible for needs and desires will be activated.
This is very easy to explain why the national football team has not entered the world cup, and the app related to football or sports lottery in the app store can make so much progress on the list. This is an important part of Chinese people’s participation in the world cup. Here, people get the biggest reward variable, and their enthusiasm for participation is unprecedented.
Fast ASO platform shows the real-time ranking of a sports color app. Are you afraid?
My little buddy was also so satisfied that his need for killing time was satisfied at the very beginning. Now he began to look forward to recommending algorithms to recommend different types of little sisters to compare and select the little sister who tiktok best. Forenoon game player tiktok, a forenoon of the morning, he played the forenoon of a morning in the morning, and what I did not know was that my friend was a player in the class of ash..
Step 4: Investment
This is the last stage of the addiction model, and it is also a stage that requires users to have lock input. This phase helps to increase the probability of users entering the addiction cycle again in the future. Investment occurs when users provide their personal data or social capital for a product and pay their time, energy and money.
I just can’t control how much I am~
Investment does not mean that users have paid behavior, but the behavior of users can improve the quality of follow-up service. What is really valuable is a large number of tagged user behaviors and growing virtual assets, which can make the transformation of the first three stages easier to form after technical processing, analysis and utilization.
When you are shaking the voice for a while, you will keep paying attention to the same type of account, share your preferred type, some accounts are so hot, the platform knows your taste better, the content you recommend is more and more unable to extricate yourself, and you tiktok to other platforms to introduce more people. Slowly, you become an external cause of other people’s addiction.
A secret worry
Of course, there is also a technical and ethical problem: how to correctly guide users to become addicted without damaging their physical and mental health? Recently, iOS and Android have introduced anti addiction system in tiktok’s latest system. The king’s glory and jitter have also been actively or passively joined in the anti addiction mechanism. The social problems caused by addiction will be alleviated to a certain extent.
Don’t help me. I can hold on for a while
According to statistics, nearly half of human daily activities are subject to habits. Habit is an important way for the brain to master complex behaviors. There is a basal neuron responsible for unconscious behavior in the human brain. The behaviors driven by habits are preserved here, so that people can spare energy to do more important things. So habit and moderate addiction are not bad things. Everyone is the same: Although the wine is good, don’t be greedy!