In Hooked, Nir Eyal decodes the secret behind why some products capture our attention while others fade away.
He introduces the Hook Model, a four-step process, Trigger, Action, Variable Reward, and Investment, that successful companies like Facebook, Pinterest, and Twitter use to encourage habitual behavior subtly.
The goal is to move users from external triggers, such as notifications, to internal triggers, where they instinctively turn to the product to alleviate boredom, loneliness, or uncertainty.
Eyal emphasizes that habit-forming products rely on variability to keep users engaged.
By offering unpredictable rewards, similar to a slot machine, these products create a craving that drives repeat usage.
The final step, Investment, ensures that users put something back into the product, whether it is data, content, or time, making it more valuable to them and increasing the likelihood that they will return.
Key Takeaways:
- The Hook Model consists of the following components: Trigger, Action, Variable Reward, and Investment.
- Variable rewards create craving and drive repeat engagement.
- User investment increases the product’s value and locks in users over time.
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