Why Do We Get Hooked on Social Media Apps?

Have you ever wondered why we're so hooked on apps like Instagram, YouTube, TikTok, and others? It's fascinating, and it's all about how our brains are wired.

Let me explain. Our ancestors needed to be alert and cautious to survive. Those who were always on the lookout for dangers, like a bear attack, had a better chance of living and passing on their genes. It's like being wired to be always expecting something to happen.

But in today's world, especially in developed countries, we don't face the same dangers. You could literally stay home for weeks, and you'd be fine, thanks to things like Uber Eats, Amazon Fresh, and the internet. Yet, our biology hasn't caught up with this change in lifestyle. We still have this built-in sense of anticipation, but now it doesn't have the same outlets.

This is where anticipation turns into dopamine, the feel-good chemical. Think about it. When you're excited about trying a new workout class or going on a solo trip, you're a bit anxious. But once you've done it, you feel amazing. You've achieved something, and your brain rewards you with a rush of dopamine.

That's exactly what happens with these apps. They're like bridges, leading us from anticipation to dopamine. We keep scrolling because we're anticipating seeing something new, something we haven't seen before. Once we find it, we get a little thrill, and then we're on the hunt again for the next new thing.

It's a bit unnerving to realize how well social media and dating apps understand this psychology.

If you're into marketing, think about how you can tap into this. Create content that's new and different, something that makes people question what they know and keeps them coming back for more. The best marketers do this by understanding their audience so well, they give them what they want before they even know they want it.

And if you're more into products or entrepreneurship, think about new ways to create these 'bridges' of anticipation and reward. Just make sure they're the kind that's good for us in the long run!

PS: if you are looking for a deep dive into the impact of social media on our self-confidence read more here.