What Keeps People HOOKED?

Learn from the award-winning book

Author

Jay Desai
30 Jun • Estimated Reading Time: 4 minutes

Hey Insiders!

Ever wondered why you can't stop checking Instagram or why Netflix feels so addictive? The answer lies in the psychology of habit formation, brilliantly covered in Nir Eyal's "Hooked: How to Build Habit-Forming Products." This week, we’re diving deep into how companies like Facebook, Twitter, and WhatsApp have mastered the art of creating products that we can’t live without. Get ready for a data-backed, insightful, and fun summary that will arm you with the knowledge to create products your users can’t resist!

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The Hook Model: The Four-Step Process 🚀

Eyal introduces the Hook Model, a four-step process that companies use to create habit-forming products. Let’s break it down:

1. Trigger: The Spark 🔥

  • External Triggers: These are cues in the user's environment that prompt action. Think notifications, emails, or links.

  • Internal Triggers: These are emotional cues. For example, feeling bored might prompt you to check Instagram.

Data Insight: According to a survey by Localytics, 21% of users abandon an app after one use if they don’t find it compelling. The right trigger can significantly reduce this churn rate.

2. Action: The Simplified Behaviour 🎬

  • This is the simplest behaviour in anticipation of a reward. For example, scrolling through a feed or clicking a button.

Fun Fact: B.J. Fogg’s Behavior Model states that for a behavior to occur, motivation, ability, and a trigger must converge at the same moment. Simplifying the action increases the likelihood of habit formation.

3. Variable Reward: The Unpredictable Delight 🎁

  • This is where the magic happens. Variable rewards provide users with a sense of unpredictability, keeping them hooked. Social media platforms excel at this with likes, comments, and shares.

Smart Insight: A study by Stanford University found that unpredictable rewards activate the nucleus accumbens, the brain’s pleasure center, more effectively than predictable rewards.

4. Investment: The Stored Value 💼

  • This step involves the user putting something of value into the product, like time, effort, or data, making it more valuable to them.

Interesting Stat: E-commerce sites that implement user-generated content see a 133% higher conversion rate. Investments create a cycle where users are more likely to return and repeat the behavior.

Real-World Examples 🌍

  • Facebook: External triggers include notifications, while internal triggers are emotions like loneliness. The action is checking the feed, the variable reward is the unpredictable nature of posts, and the investment is building a social graph.

  • Instagram: External triggers are notifications, internal triggers are the desire for social validation. The action is posting photos, the variable reward is likes and comments, and the investment is the curated photo feed.

Data Point: On average, users check their social media 17 times a day, highlighting the success of these platforms in forming habits.

Key Takeaways for Founders 🎯

  1. Understand Your Users’ Triggers: Both external and internal.

  2. Simplify the Desired Action: Reduce friction to increase user engagement.

  3. Leverage Variable Rewards: Keep users coming back with unpredictable outcomes.

  4. Encourage Investment: Make users contribute value to create a habit.

Pro Tip: Incorporate feedback loops. Use analytics to understand user behavior and continuously refine the hooks to improve engagement.

Final Thoughts 💡

Creating a habit-forming product isn’t about tricking users. It’s about providing value in a way that seamlessly integrates into their daily lives. "Hooked" provides a roadmap for achieving this, combining psychology with practical application. So, what habit-forming product will you create next?

Stay inspired, stay hooked! 😉

Next book summary: The Lean Startup