Regaining Control:

We use apps every single day without a second thought, sometimes opening them dozens of times. But how do app developers maximize engagement? There are several ways that they can manipulate users; through the design of their reward systems, notifications, and much more. 

One of the most popular social media platforms, Instagram, relies on the habit-forming nature of taking pictures and videos, the intimacy of building a social network, and push notifications. When you first download the app, the default setting is to notify you about everything. While it is possible to customize or limit these notifications, it takes much more effort than it does to leave it as is (Hartmans). 

Another main feature of the app is the scrolling to see more posts. Scrolling can cause your brain to release dopamine, a neurotransmitter responsible for feelings of reward and pleasure. Constantly seeking pleasurable emotions through social media puts the dopamine system into overdrive and over time, the pleasure and reward system become disrupted. When someone posts something and it gets lots of likes and comments, they tend to feel happy and want to feel that way again and again. This can lead to an addiction-like behavior in which social media is like a drug (Brainfeed).

Notifications are one of the most important tools that app developers can utilize to maximize engagement. Well-timed notifications cause the user to create habits and help form an association between a specific app and a feeling. Notifications are also designed to be actionable; if you click on it, you will be taken to an update or a new message. Apps like Messages on iOS and WhatsApp send very straightforward notifications, whereas social media apps or online games may send notifications that create mystery. These kinds of notifications entice users to swipe to learn more and stimulate curiosity (Eyal and Vengoechea).

App designers know how to manipulate you, but if you are aware of their tricks, you can use your devices more consciously and carefully. This is an important step to taking control of your technology, rather than letting it control you.

Sources: Brainfeed, Eyal and Vengoechea (Nir and Far), Hartmans (Business Insider)