Seven social media tactics to 'seduce' users | Social networks

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Some tactics use technological issues to seduce users and make them consume more time on social networks, such as using algorithms or constantly sending notifications. Addiction to social media can cause physical, mental and social disorders in people, and understanding the strategies behind it can help create a healthy use routine. Check out, in the list below, seven tactics used by social networks to hold the user's attention and how to protect themselves from them.

Social networks that (almost) everyone has used

Social networks that (almost) everyone has used

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Created in 2006 by then Mozilla employee Aza Raskin, the infinite scroll bar allows the user to scroll through an endless feed, scrolling the screen longer than necessary in order to view more and more content that can often nor be so interesting. This facility in finding photos, videos and texts can feed a compulsion, making the user lose track of how much time he spent online.

According to Raskin, the addictive model. Behind every screen on your phone, there are usually 1,000 engineers who have worked on it to try to make it more addictive. Infinite scrolling makes users scroll through the content without having to click, and if you don't give the brain time to reach your impulses, you will simply keep scrolling, "said Raskin BBC.

Alert will appear in the middle of the feed and should divide recent and old publications Photo: Reproduo / InstagramAlert will appear in the middle of the feed and should divide recent and old publications Photo: Reproduo / Instagram

Alert will appear in the middle of the feed and should divide recent and old publications Photo: Reproduo / Instagram

Recently, Instagram launched an alert that appears in the feed after the user has viewed all the available posts, with the phrase That all you have seen all the new publications from the last two days.

2. Push notifications on mobile

Generally, when installing an application, one of the first mandatory settings that appear on the screen is the permission to send notifications. It is worth noting that alerts are important on a daily basis. WhatsApp messages, for example, can be viewed and responded to easily via mobile notifications. In other cases, alerts show flight times or other appointments.

Facebook notification "attaches" user to application Photo: Pond5Facebook notification "attaches" user to application Photo: Pond5

Facebook notification "attaches" user to application Photo: Pond5

However, the messages of new likes, comments, interactions and followers arouse the curiosity of the users, who are forced to return to the social network to view the action in detail or to reply to their friends. Turning off notifications or customizing them to alert only what is, in fact, important, can help alleviate this anxiety about viewing new interactions on social media. Thus, they can be accessed without haste later.

Instagram uses algorithm to show what is relevant Photo: Carolina Oliveira / dnetcInstagram uses algorithm to show what is relevant Photo: Carolina Oliveira / dnetc

Instagram uses algorithm to show what is relevant Photo: Carolina Oliveira / dnetc

The use of robotic algorithms to identify what is interesting to the user is a strategy that emerged on Facebook and was absorbed by several social networks, such as Instagram and Twitter. In this way, users not only see recent posts from friends, but also what was published in times when he was not online. With more photos and videos of his taste on the screen, the user spends more time with his eyes on his cell phone than if he saw unwanted content.

The possibility for the user to manually silence posts or profiles of friends also helps social networks to create a feed compatible with the user's taste. Users of Facebook and Instagram, mainly, complain about the algorithm system, and ask for the return of viewing posts in chronological order. Recently, Instagram again posted recent posts at the top of the screen and Facebook started prioritizing posts from friends.

4. Constant inclusion of new features

Over time, social media features are no longer new and become common, which can cause users to be uninterested. To reverse this situation, platforms are constantly investing in the launch of new features, especially those that encourage interactivity between users.

Instagram Stories questions sticker Photo: Rodrigo Fernandes / dnetcInstagram Stories questions sticker Photo: Rodrigo Fernandes / dnetc

Instagram Stories questions sticker Photo: Rodrigo Fernandes / dnetc

Instagram is one of the networks that most releases updates in this regard. Recently, Stories received several new interaction stickers, such as sliding emojis and Ask a Question. Facebook, in turn, is changing the navigation bar in smartphone apps, so that users can more easily find the resources they use most on the social network.

The function of saving posts for later viewing also helps to return to the social network later. Available on Facebook, Instagram and recently released on Twitter, the feature allows users to save publications for later access.

5. Likes bring "pleasure" to the user

Getting a tan on social media releases dopamine and a sense of pleasure in the body Photo: Divulgao / FacebookGetting a tan on social media releases dopamine and a sense of pleasure in the body Photo: Divulgao / Facebook

Getting a tan on social media releases dopamine and a sense of pleasure in the body Photo: Divulgao / Facebook

A survey released by Start Digital states that receiving a tan on social media releases a dose of dopamine, a neurotransmitter related to pleasure, into the body. According to the study, this pleasure acquired by the interactions received on social networks can be associated with the same feeling when we earn money or eat chocolate.

Also according to the text, the more likes the user receives, the more dopamine the body needs, creating an addictive cycle in which it is necessary to publish more photos and videos to gain more likes. Scientists used to think that dopamine was responsible for pleasure in the brain, but now we know that, instead of generating pleasure, it makes us look for it, says the report.

The action of enjoying a publication was launched by Facebook in 2009, almost five years after the launch of the platform. After that, all social networks created similar (or even the same) systems for evaluating friends' posts.

6. Presence on all day-to-day devices

Snapchat glasses bring the social network beyond the cell phone screen Photo: Divulgao / SnapSnapchat glasses bring the social network beyond the cell phone screen Photo: Divulgao / Snap

Snapchat glasses bring the social network beyond the cell phone screen Photo: Divulgao / Snap

Previously available only on the computer or cell phone, social networks have invaded various electronic devices of daily life to facilitate their use and increase their functions. Today, it is also possible to access apps on tablets, smart TVs, smartwatches, and even glasses, as is the case with Snapchat.

This variation of platforms facilitates access and arouses the user's interest in accessing them through other devices. Therefore, even if the smartphone is not close, it will not be difficult to access social networks.

The habit of checking social media every five minutes or constantly thinking that you are missing something important in the online environment can be a symptom of FoMo, short for "Fear of Missing Out", or fear of being missing something, in Portuguese. According to experts, the syndrome is usually identified in young people and adults up to 34 years old, but it can affect people of any age, causing symptoms such as bad mood, anxiety, stress, boredom and loneliness.

All of these techniques used by social networks to hook users on their platforms can raise the problem, which can be considered an addiction. To prevent the use of smartphones becoming a health problem, the user can become aware of accessing social networks in a healthy way. Currently, some online time management tools help to control this overuse.