Is Instagram Mastermind Product or a Masterclass in Manipulation?

Remember the last time you lost an hour to Instagram, sucked in by reels, memes, and “stories you absolutely can’t miss”? Yep, me too. That’s why six months ago, I slammed the brakes and quit cold turkey. Three hours a day on an app for pure pleasure and entertainment? Not adding up.

But here’s the thing: Instagram is a brilliant product. Don’t get me wrong. They tapped into a powerful formula called the “Hook Model,” and it’s why we get glued to our screens, even when the content’s kinda toxic.

In this article we’ll share more about the behavioral design principles behind Instagram and the biological facts behind human habit formation.

So what is the Hook Model? Let’s take a look at what Nir Eyal mentioned in his book Hooked with a simple 4-step model in product design:

1. Identify Triggers:

• Understand what internal and external stimuli prompt users to interact with your product (e.g., boredom, notifications, social updates).
• Leverage existing user habits and integrate your product seamlessly into their routine.

2. Make the Action Easy:

• Design intuitive interfaces and minimize friction points to make desired actions effortless (e.g., one-click purchases, smooth scrolling).
• Reward small, immediate actions to keep users engaged and motivated.

3. Introduce Variable Rewards:

• Surprise users with unpredictable outcomes and keep them guessing (e.g., personalized content, random bonuses, surprise features).
• Use variable rewards to create anticipation and excitement, driving continued product use.

4. Encourage Investment:

• Motivate users to invest time, effort, or data into your product, solidifying their connection and making them less likely to leave (e.g., customized profiles, progress tracking, social connections).
• The more invested users become, the stronger the habit and the deeper their loyalty.

Here’s a breakdown of how Instagram features align with the Hook Model’s goals for each stage:

1. Internal Triggers:

• Boredom: Endless scrolling: The endless feed ensures content discovery is never-ending, catering to users seeking stimulation.
• FOMO: Stories with 24-hour expiry: Limited-time content creates a sense of urgency and encourages frequent app checks.
• Curiosity about friends’ activities: Activity feed and notifications: Updates and notifications highlight friends’ posts and stories, prompting curiosity and social engagement.
• Desire for social validation: Likes, comments, and follower count: These features provide visual affirmations of popularity and social standing, fueling the desire for more.

2. External Triggers:

• Push notifications: Alerts about mentions, comments, direct messages, and trending topics pique curiosity and incentivize immediate action.
• Stories expiring in 24 hours: This creates a sense of urgency and exclusivity, prompting users to check updates before they disappear.
• Updates from celebrities or influencers: Seeing content from admired figures attracts attention and encourages engagement with their posts and stories.

3. Appealing to Intrinsic Motivations:

• Social connection: Sharing photos and stories fosters communication and connection with friends and followers.
• Validation: Likes, comments, and shares provide affirmation and boost self-esteem.
• Entertainment: A diverse range of content, from humor to travel, caters to various interests and provides escapism.

4. Balancing Friction and Flow:

• Simple and intuitive interface: The app is easy to navigate, making browsing and engagement effortless.
• One-click actions: Liking, commenting, and sharing are seamless, encouraging repeat engagement.
• Seamless content discovery: Suggested accounts, hashtags, and explore page personalize the experience and keep users scrolling.

These features can weave a pretty unhealthy web, sucking us into a loop of habitual scrolling. But if they’re everywhere, how do we break free from it?

Let’s explore another theory in this case — The Habit Loop

The Habit Loop, coined by Charles Duhigg in his book The Power of Habit, is a three-step neurological cycle that explains how habits are formed and maintained. It consists of:

1. Cue: This is the trigger that initiates the habit. It can be anything from an internal cue like a feeling (anxiety) to an external cue like a time of day (lunchtime).

2. Routine: This is the actual behavior or action that constitutes the habit. It can be physical, mental, or emotional.

3. Reward: This is the positive reinforcement that strengthens the loop and makes the habit more likely to be repeated in the future. The reward can be anything that satisfies the craving triggered by the cue, such as pleasure, relief, or a sense of accomplishment.

The Habit Loop explains why habits become automatic and resist conscious control. Over time, the brain learns to associate the cue with the reward, so the routine becomes instinctive and requires less effort to initiate. This is why changing habits can be so challenging; it requires disrupting the established loop and forming a new one.

Understanding how this loop works allows you to:

• Break bad habits
• Form good habits
• Improve productivity
• Achieve goals
• Build successful companies
• Drive social change

So what can you do if you’re too addicted to Instagram?

1. Identify your cues:

• Internal cues: What triggers your Instagram scrolling? Is it boredom, anxiety, loneliness, or just the habit of checking your phone? Understanding your triggers will help you anticipate when you’re most likely to scroll and develop coping mechanisms.
• External cues: Are there specific times, places, or situations that trigger your scrolling? For example, maybe you mindlessly scroll while commuting, sitting in waiting rooms, or before bed. Identify these external cues and find alternative ways to occupy yourself in those situations.

2. Replace the routine:

• Delete or hide the Instagram app: If temptation is too strong, removing the app altogether might be the best option. Alternatively, hide the app on your phone screen or move it to a folder where it’s less accessible.
• Set time limits: Use built-in app timers or download apps that limit your Instagram usage to a certain amount of time per day. This allows you to enjoy the platform in moderation without getting sucked into the endless scroll.
• Replace scrolling with other activities: When you feel the urge to scroll, have a list of alternative activities ready. This could be reading a book, taking a walk, listening to music, calling a friend, or doing a quick exercise routine.

3. Find new rewards:

• Focus on the benefits of breaking the habit: Remind yourself of the positive outcomes of reducing your Instagram use, such as increased productivity, improved sleep, and more time for real-life connections.
• Reward yourself for progress: Set small, achievable goals and reward yourself when you reach them. This could be a coffee break, a relaxing bath, or spending time on a hobby you enjoy.
• Focus on intrinsic rewards: Instead of seeking external validation through likes and comments, find satisfaction in activities that bring you joy and fulfillment.

Additional tips:

• Turn off notifications: Instagram notifications are designed to keep you engaged and scrolling. Disabling them can significantly reduce the temptation to pick up your phone.
• Unsubscribe from accounts that trigger FOMO: If certain accounts make you feel inadequate or envious, unfollow them. Surround yourself with accounts that inspire and uplift you.
• Practice mindfulness: Pay attention to your thoughts and feelings when you reach for your phone. Ask yourself if you’re truly bored or looking for escape, and try to address the root cause of your urge to scroll.

Remember, the Hook Model might be powerful, but we hold the power to break free. Let’s use it, one mindful scroll at a time.

P.S. Shoutout to Nir Eyal and his book “Hooked: How to Build Habit-Forming Products” for the insights!

So, hit that share button, unleash your wisdom, and let’s reclaim our minds from the endless feed! ✌

What are your thoughts? We’d love to hear more! Feel free to reach out to me via LinkedIn or Twitter for shorter tips on how to craft the next viral product.

Moon is Founder & CEO of DigitSense, a digital product studio that design, develop, and market digital products like a tech startup on its own, where we blend cutting-edge tech with user-centric magic to transform your vision into reality.