How social media keeps you addicted
Have you ever wondered why some of your Facebook or Instagram posts get so much more reach than others, for no apparent reason?
You're not imagining things. These seemingly arbitrary events keep us coming back again and again trying to replicate our most "viral" moments. This can happen not only on business pages, but your personal profile as well.
But these erratic events — or "sporadic incentives" as they're sometimes referred to — are anything but random. On the contrary; they're unavoidable, insidious, and completely intentional.
You can't stop the activity or manipulate it. If you try to fool the process, it will punish you. It's all controlled by algorithms. The social Borg.
Psychologists refer to this teasing activity as "intermittent variable reinforcement." Sound scary? It is. It's the same principle designed into casino slot machines in order to extract as much money as possible from hapless gamblers.
What is intermittent variable reinforcement?
Intermittent variable reinforcement (IVR) is a concept often used in behavioral psychology and learning theory. It refers to a pattern of reinforcement where responses are sometimes rewarded and sometimes not, and the rewards are given unpredictably.
This pattern is particularly powerful in shaping behavior because it creates a strong and persistent response. When rewards are given consistently, individuals may become accustomed to the reward and lose interest if it is no longer provided.
However, with IVR, individuals continue to engage in the behavior even when the reward is not guaranteed. Why? Because they hope that the next attempt will be rewarded.
This concept is often applied in various contexts, including gambling, animal training, and even in human relationships and social interactions.
Intermittent variable reinforcement can lead to the development of undesirable habits and addictions. People can become increasingly motivated to pursue the behavior in hopes of receiving a reward — Even if it only occurs occasionally.
How is this strategy used in social media?
On social media platforms like Facebook or Instagram, the concept of intermittent variable reinforcement plays a significant role in keeping users engaged and coming back for more. Here's how it works:
Notifications and likes
Social media platforms often use IVR through notifications and likes. Users receive notifications about new likes, comments, or messages, but not consistently.
Sometimes they get a lot of engagement, sometimes very little, and sometimes none at all. This unpredictability keeps users checking their accounts frequently in anticipation of new notifications or interactions.
Algorithmic feeds
The algorithms used by social media platforms to "curate" users' feeds also employ intermittent variable reinforcement.
The content shown to users is not always the same; it varies based on numerous factors like relevance, popularity, and recent activity.
Users never know exactly what they will see when they open the app, which encourages them to keep scrolling to see if there's something new or interesting.
Rewarding interactions
When users post content, they receive feedback in the form of likes, comments, and shares. However, not every post gets the same level of engagement, and the timing and extent of the engagement can be unpredictable.
This intermittent reinforcement encourages users to keep posting content in hopes of receiving positive feedback, even if it's not guaranteed every time.
Gamification features
Some social media platforms incorporate gamification features such as streaks, badges, or rewards for consistent usage.
These features provide intermittent rewards for users who engage with the platform regularly, encouraging them to keep coming back to maintain their streak or unlock new achievements.
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It's all about selling ads
Social media platforms generate revenue primarily through advertising. The more time users spend on the platform — and the more actively they engage with content — the more opportunities there are to display ads and target them effectively.
Engagement metrics such as time spent on the platform, frequency of visits, and interactions with content are crucial for social media platforms to attract advertisers. Therefore, features like intermittent variable reinforcement are utilized to maximize user engagement and retention, ultimately serving the platform's primary goal of monetization through advertising.
While advertising is a significant revenue stream for social media platforms, it's essential for them to balance revenue generation with providing a positive user experience. Excessive or intrusive advertising can drive users away, so platforms must find a balance between monetization and user satisfaction. In other words, they screw you in other ways that they hope you won't notice.
How can we avoid this nonsense?
Here are some strategies — suggested by ChatGPT — that social media users can employ to mitigate the effects of intermittent variable reinforcement and regain control over their online habits:
Set usage limits: Establish specific time limits for using social media each day and stick to them. Use built-in app features or third-party tools to track and limit your usage.
Disable notifications: Turn off non-essential notifications to reduce the urge to constantly check your social media accounts. Limiting interruptions can help break the cycle of constant engagement.
Curate your feed: Be proactive in curating your social media feed to prioritize content that adds value to your life and interests. Unfollow accounts or mute keywords that contribute to negative or mindless scrolling.
Take breaks: Schedule regular breaks from social media to disconnect and recharge. Use this time to engage in offline activities, connect with friends and family in person, or pursue hobbies and interests.
Practice mindfulness: Be mindful of your emotions and behaviors while using social media. Notice when you're feeling compelled to engage in excessive scrolling or seeking validation through likes and comments. Take a moment to pause and reflect on your motivations.
Focus on real-life connections: Cultivate meaningful relationships and connections offline. Spend quality time with friends and family, engage in face-to-face conversations, and participate in activities that nourish your well-being beyond the digital realm.
Seek support: If you find it challenging to manage your social media usage on your own, consider seeking support from friends, family, or mental health professionals. They can provide encouragement, accountability, and strategies for healthier online habits.
By implementing these strategies, social media users can take proactive steps to combat the effects of intermittent variable reinforcement and create a more balanced relationship with their online interactions.
Summary
On social media platforms like Facebook and Instagram, the concept of intermittent variable reinforcement (IVR) is crucial for keeping users engaged. This psychological principle involves providing unpredictable rewards or incentives, such as notifications, likes, and algorithmically curated content.
By employing random rewards and sporadic incentives, social media platforms aim to maximize user engagement, ultimately serving their primary goal of monetization through advertising.
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About the author
Philip Papeman is the proprietor of Ern Berck Digital, a web design studio in Chico, California. After successful careers in hospitality, broadcasting, and finance, his focus shifted to web design and development. Since 1999 he's been helping small businesses with thorny problems, entrepreneurs with great ideas, and everyone in between.