The most addictive platforms get us hooked by exploiting five universal psychological vulnerabilities: the slot machine effect of getting intermittent, variable rewards (“Did I get a new email, text, or DM!?”); the need to be seen (“Notice me, acknowledge me, like me, love me!!”); the need to reciprocate (“I have to respond and say thanks—can’t see

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This is the world in which every app can become a TikTok. I think that’s scary. TikTok uses a lot of clever behavioral signals like how long have you stayed watching a video and AI to quickly create a map of your preferences and then serve you up very, very compelling videos. I challenge anyone to go on TikTok for 10 minutes and not stay on for an ... See more

This strategy caters to lazy, button-smashing consumers. When these people scroll through their social media feeds, they are (usually) not looking to be challenged. Instead, they are in a state of searching for confirmation bias. “It takes every single person in the organization to achieve what you want to achieve.” Duh. Yes. Like. “Authenticity is

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