Every builder should regularly ask: How can my product or service be more engaging?
The Hook Model answers this question. If you haven't heard of it before, here's the essence:
1. Trigger
This is your ad, post, or video. It’s whatever first prompts the user to act.
The most powerful triggers are internal, tied to emotion.
Speak directly to a feeling. There are only a few that matter. Pick one.
2. Action
This is the person's behaviour in response to the trigger.
Install an app, sign up for a newsletter, subscribe to channel.
Make it fast. Make it effortless.
3. Variable Reward
This is the reward user gets for taking action.
It should be somewhat unpredictable, that's what keeps them coming back.
X: followers, likes, and comments
Duolingo: weekly leaderboard
4. Investment
This is the users contribution to the product or the service over time.
The more effort invested, the harder it is to walk away.
Instagram: your photo timeline
Facebook: your social graph
Booking.com: Genius status and supposed "exclusive" discounts
If this was useful. I highly recommend Hooked by Nir Eyal.
It's his framework and he explains it in far more depth.
Finis.
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