The article argues that the reason ShakeMedia can make people addicted is because it uses some big and small interactive details to make the dopamine surge in the user's brain, resulting in "behavioral addiction," which is similar to the physiological mechanism of substance addiction (e.g., drug addiction), which is the result of stimulating the same area of the brain to become "addicted. This is similar to the physiological mechanism of substance addiction (such as drugs and narcotics). On Shake Shack, users can change videos with an easy swipe of the finger, but can't guess what the next video will be. Random reward feedback, a mechanism known in psychology as intermittent variable rewards (intermittent variable rewards), the slot machines in casinos take advantage of this psychological effect. Shake's recommendation algorithm on content, on the other hand, allows a large number of exciting videos with a high number of user likes to be prioritized to be seen, which stimulates users at a higher intensity.
Secondly, there's the auto-loop. Shake Shack's setting is to automatically play when entering a new video, play the entire video automatically looped, Shake Shack is limited to 15 seconds per video, many videos will give people the feeling of abrupt end, so that people can not help but watch a few more times, and even impressive. This effect is called the "Zeigarnik effect" (Zeigarnik effect), a theory that suggests that people instinctively have a drive to get things done, and that those things that have not yet been dealt with will be more impressive than those that have been dealt with.
Once again, the essential nod. Jitterbug's product also gives the like interaction a dynamic effect, with a red heart popping up when the user clicks the "Like" button, giving the user positive feedback. When users like a video, it also gives encouragement to the video uploader. The number of likes also creates an intermittent variable reward for the video uploader, pushing the uploader to share and get more likes. Facebook was an early adopter of the like button, and one of its co-founders, Sean Parker, once said, "Every time someone likes or comments on a photo, you get a satisfaction from 'dopamine'."
Finally, challenging tasks that aren't easy to accomplish. Zhang Nan, president of Jitterbug, once shared, "There is a fun feature in Jitterbug's product design called 'Challenge', which is innovating the product's features and special effects with the idea of operation and completing the cold start of the feature. This feature is found in many products, some are called topics, some are called themes. It's actually allowing people to express themselves with a topic." This challenge mobilizes users to engage more y in watching and even making videos. The sense of competitive engagement that comes from the process, and the sense of accomplishment from completing the video, are also necessary ingredients for addictive behavior.
These are some of the mechanisms used by Jitterbug in its product design to make people "addicted", and I hope they inspire you.