Hooked by Nir Eyal
About Nir Eyal
About the Book Hooked by Nir Eyal
1. Create Unprompted User Engagement With Habits
2. External And Internal Triggers Initiate Action
- Paid Triggers β Such as advertising, search engine marketing, or influencers.
- Earned Triggers β Such as media coverage, viral content, or app store placement.
- Relationship Triggers β Like user invitations, referral marketing, or social alerts.
- Owned Triggers β Such as email lists, app notifications, or other opt-in alerts.
3. Users Take Action Based On Anticipation of a Reward
- Time β How long it takes to complete an action.
- Money β The fiscal cost of taking an action.
- Physical Effort β The amount of labor involved in taking the action.
- Brain Cycles β The level of mental effort and the focus required to take an action.
- Social Deviance β How socially accepted the behavior is by others.
- Non-routine β How much the action matches or disrupts existing routines.
4. Variable Rewards Increase User Cravings & Attention
5. User Investment Leads To Increased Product Usage
- Content β A growing collection of information, interactions, memories, and experiences can make a service more valuable over time.
- Data β Adding personal data into the system, either passively or actively, can make users feel more committed to a product or service over time.
- Skill β Once users have invested time and effort to learn how to use a product or service, they are less likely to switch to a competing product.
- Followers β Taking time to follow the right people, and build a following for oneself, can improve service and make it costly to leave.
- Reputation β Time invested in building a personal reputation as a buyer, seller, or member of a community can make users more likely to stick with a service.
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