It's only after spending 10 minutes scrolling through either social media or a single platform that you begin to feel it. Some are wealthier, fit, happy, productive, attractive, or on a “Morning routine”, long before you even consider coffee as breakfast. It's hardly a competition that you'll hear about on social media; however, nearly all the features function as a single feature.
Follower tally turns into scoreboard. A Like is an image similar to a chip that is placed on a table in a casino. This is what viral posts do – they make temporary winners. There is such a thing as feeling a public loss when no one reacts, comments, or shares. The weird thing is that hardly any users care about playing this game. Nonetheless, millions of people take part every day.
To those with experience in gambling psychology at Slotrave Finland, the structure seems very familiar. The reason is that, while there is a clear distinction between a post with a photo and a bet, both are guided by many similar psychological triggers, such as dopaminergic loops, anticipation systems, variable rewards, etc. The brain tends to respond in predictable ways when it's in an uncertain situation, whether a person is awaiting a jackpot spin or likes to go back and check out Instagram's engagement numbers.
Hidden Scoreboard Behind Social Media.
Social platforms may look social at a high-level view. This seems logical, but it's more of a competitive system than what many people think.
All activities are quantified:
- likes
- views
- reposts
- comments
- follower growth
- watch time
- engagement rates
It's human nature to compare ourselves to others, but the website does so much more intensely by showing our status and how to measure it in real time.
You may sometimes compare yourself with your friends regarding your occupation, life, or social status. When it comes to online comparisons, they never end. Each week, you are exposed to thousands of lives, none of which are optimized for online viewing.
And optimization matters.
Creators get the hang of the emotions that make for clicks:
- outrage
- envy
- aspiration
- controversy
- luxury
- exclusivity
Hence, social feeds can be viewed more as performance arenas than as conversations.
The Brain Loves Unpredictable Rewards
The study of the effects of random rewards on human behavior has been going on for years. One of the best motivators is NOT reward, it is uncertainty.
You write something that you publish online.
Perhaps it is very efficient. Perhaps it operates efficiently.
Maybe nobody notices.
Perhaps it stops working 6 hours later – it might have been programmed to bless your life.
Such uncertainty invites users to keep returning to the website as they strive to understand what is happening.
This is referred to as a variable reward schedule. It's potent because it activates dopamine in the brain both when the reward is received and when the brain anticipates it.
Similarly, several digital systems follow this principle:
- notifications
- Add loot boxes to games.
- Include Loot Boxes in games.
- recommendation algorithms
- viral content cycles
- endless scrolling feeds
Your mind starts to seek out the possibility of achieving something rather than experiencing satisfaction.
The reward that is often given is short-lived, too. An exciting post that went viral can be a hot topic for an hour, then it may be a hot topic no more. When users get back to the platform, it offers a hint to repeat the action.
That loop is a lot quicker than people think, on the one hand, and, on the other hand, they will get decision fatigue. What should I post? Is this sufficient to interest you? What made that picture less well-liked?
Why Comparison Feels Stronger Online
Normally, people will show mixed realities in a normal social setting. A promotion can be mentioned, as well as complaints of stress. There may be a picture of someone traveling with a picture of their lousy flight.
It's a different ballgame when they're in the online arena.
The majority of platforms are based on emotional extremes and constructed identities. When an algorithmic system is used, users usually try to conceal ordinary moments, since they do not match the dramatic ones in algorithmic systems.
Consequently, people view their true lives through cropped footage. So, people look at their real lives through cropped footage.
This engenders this classic cognitive bias:
We presume that what others can see of them is their whole life.
This is what causes fear, particularly for younger users who have no experience of casino review beyond digital platforms.
What is equally odd is that even if someone's mind knows that it is an illusion, they will still feel the sense of it. The rational brain points out, “This is 'cured.' The 'emotional brain' is telling, 'I'm not doing it because everyone else is doing it. ' "
Sadly, the emotional brain typically zooms along quicker.
Social Media as Behavioral Engineering
A majority of platforms are not created solely to entertain users. They're made to retain the maximum amount of information.
The product is "Attention".
That means all of the components of the design are evaluated in terms of their usability on a behavioral level:
- color choices
- notification timing
- autoplay systems
- swipe mechanics
- recommendation structures
- engagement triggers
The result is an extremely polished attention economy that is linked to immediate gratification.
- Emotional stimulus from a quick reaction.
- When there is a new notification, it engenders expectation.
- Urgency is created when a trending topic comes along.
- Beefs up a controversial comment, inviting re-engagement.
As the user masters these actions, these patterns become automatic over time, and they don't even realize that they are doing them.
- Open app.
- Refresh.
- Check metrics.
- Compare.
- Repeat.
This is like game loops, since the mindsets for game and social platform design are becoming increasingly similar.
The Performance Culture Problem
Part of the problem with social media is that, rather than just consuming content, users are now acting as their own identity.
Individuals deal with their own brands these days, even if they are not conscious of the fact.
Make a casual dinner:
- content opportunity
- aesthetic decision
- social signal
- proof of lifestyle
- Vacations become evidence.
- Fitness becomes visibility.
- Productivity becomes theater.
Sometimes, even when we rest, we get into competition for self-improvement.
See how I lie down to sleep.”
The saying that's verging on ridiculous, but whole categories of influencers work on this premise.
This blurs the strange environment of society where authenticity and performance always intertwine. Users are starting to optimize themselves to be seen rather than for their experience.
And, visibility is like a currency.