Do you remember the merry days of playing Tetris? Those simple but highly addictive computer puzzle games where you’d spend ages trying to fit falling blocks into a grid? Social media platforms work much the same way. They aren’t just places to post content or share thoughts; they’re more like games. In this edition, we’ll explore how social media platforms use game elements, why they feel like games, and most importantly, how you as a social media marketer can master the game.
?? Did you notice that social media uses game elements?
At their core, social media platforms incorporate gamification elements designed to generate engagement, create feel-good feelings, make users long for more of those feelings - and return for them. I recommend watching the Black Mirror episode "Nosedive", a satirical take on how social media scores dictate people's lives.
- Points and scores: just like in video games, we chase high scores in the form of likes, shares and comments. These are the "points" that define social status and popularity online. The more engagement you get, the better your "score" becomes. The animated visual elements like hearts, thumbs-up, emojis etc. reinforce this.
- Levels and progress: in social media, followers represent levels. The more followers you have, the higher your level in the social media world, and the more features or recognition you unlock (like influencer partnerships or wider reach with algorithms). It’s a continuous pursuit of progress and visibility, much like advancing levels in a game. For those of you who grew up playing the DOS game Blockout - maybe you'll remember how you had to advance from level to level to collect as many points as possible.
- Badges and rewards: platforms reward active users with streaks (Snapchat), badges (LinkedIn Top Voice), or actual plaques (YouTube on reaching a specific number of subscribers). And, of course, the apps themselves display badges to grab your attention and nudge you to open them. These rewards and notifications keep users active on social media. It's a win-win for social media creators and their followers.
- Challenges and competitions: the human being has a competitive streak. Hashtags and viral challenges are perfect examples of how platforms invite users into competition. Just like in games where you need to complete tasks to earn rewards, participating in a challenge or trend (like the #IceBucketChallenge or TikTok’s viral dances) makes users feel included in something bigger. It’s an ongoing competition to see who can create the most viral content.
?? Why social media feels like a game
Why do these platforms feel like games? The answer lies in the psychological principles behind gamification:
- Instant gratification: social media gives us immediate feedback. A post gets a like within seconds, or a comment appears right after you share something - just like the instant rewards in games when you complete a task or defeat an enemy.
- The dopamine effect: positive notifications, likes etc. activate the “feel-good” hormone dopamine in the reward centres of our brains. That's what games do when we earn points or unlock levels. This rush of dopamine keeps us hooked and makes us come back for more.
- Progress and mastery: we love the feeling of progress, and social media is designed to show us growth. An increasing follower count? A post gone viral? Those are markers that show how we level up in social media games.
- Social competition: as mentioned earlier, most games revolve around competition, and social media is no different. The competition to get the most likes, followers or engagement pushes users to keep playing. Leader boards are replaced by algorithms and top creators getting their fifteen minutes of fame.
?? What you need to master the social media game
As a social media marketer, your goal isn’t just to participate in the game. It's to master it by handling it with care. The key is awareness. The more aware you are of how social media platforms use gamification, the better you can handle them - for your own user experience, and for that of your audiences:
- Encourage your audience to participate in challenges or contests that are fun, easy and rewarding. An example: to boost engagement for one of my clients, I asked followers who had attended the Basel Carnival to submit photos of the event. Our team picked the standout photo and awarded the photographer with a gift card. Make it easy for people to join and offer rewards that are valuable to your audience, from shout-outs to prizes.
- Encourage consistent engagement through series-based content or regular updates that encourage users to keep coming back (like a weekly themed post or daily tips). Polls, too, are valuable. They encourage people to participate in an interactive manner.
- Short-form content works because it offers immediate engagement, and live content offers a sense of exclusivity. Have you heard of the term FOMO - fear of missing out? It's never pleasant to feel left behind. First come, first served can be a game, too.
- Use social proof to amplify your content’s reach. Showcase testimonials, user-generated content and customer stories to encourage people to be part of your community. Offer your followers special benefits when they interact with your content. Too often, we are so focused on publishing content that we forget how important our community is. Care for your community.
?? Winning the social media game
Social media might seem like a Sisyphean race for attention, but with the right strategies, best practices and responsible use, you can turn it into a game of the positive kind. You’ll not only keep your audience engaged, but also build long-term loyalty. So, are you ready to start social media gaming?
The next newsletter will be out on Wednesday, 16th October 2024. Until then!
