美国硅谷的内部人士告诉 BBC
,社交媒体公司故意让用户沉迷于他们的产品以从中获取经济利益。

原文地址

图片 1图片源于:BBC英语

图片 2

  Aza Raskin from the Centre for Humane Technology said social media
companies deliberately use addictive technology in their apps in order
to lure us in to spending as much time on their platforms as possible.

众多的社交网络让无数人上瘾,而有些人的上瘾程度堪比吸食海洛因。Facebook,Twitter等社交网络从它们建立的用户习惯中得到了无尽的经济价值,让人上瘾是手段,让人掏钱是目的。一开始,人们需要一定的诱因,外在的或者内在的,社交网络让无聊的生活有意思就是一个内在的诱因,属于潜意识和无理性的,当你打开应用时,它马上给你制造了期望,让你行动起来,上传图片得赞,评论有回应,制造各种奖励持续推动你参与。接下来让你掏钱的时间到了,因为你的期望值增加了,需要更进一步的刺激,而这些需要付费。最后如果你在社交网络中得到难以想象的快乐,那么你一定上瘾了。这可能也算是双赢,你得到了在别处没有的快乐,而社交网络得到了金钱。

  人文技术中心(Centre for Humane
Technology)的阿扎·拉斯金说,社交媒体公司故意在他们的应用程序中使用让人上瘾的技术,以吸引我们尽可能多地呆在他们的平台上。

社交网络帮助人们建立习惯才是巨大利润的最本质的来源。

  Aza Raskin invented the endless scroll – the app feature that means
you don’t have to click to get to the next page and can keep scrolling
for far longer than maybe necessary or healthy.

原文链接:https://magenta.as/

  阿扎·拉斯金发明了无限下拉滚动的功能,这个应用程序功能意味着你不需要点击进入下一个页面,你可以无限地下拉页面,但滚动的时间可能比必要的或健康的标准长得多。

抄录:

  Aza says he did not intend to hook users with it but says the
business model of many social media companies is designed to maximise
user time online. He says this encourages designers to come up with
technological tricks that hook users.

How Facebook, Twitter, and Pinterest Hook Users

  阿扎说他发明这个功能的目的不是为了勾住用户,但他表示,许多社交媒体公司的商业模式旨在让用户呆在线上的时间最大化。他说,这鼓励设计师们想出一些能吸引用户的技术诀窍。

The tactics that the best digital brands use to stay relevant in users’
minds and lives.

  Sandy Parakilas, who was a platform operations manager at Facebook
in 2011 and 2012, said there was definitely an awareness that Facebook
was habit-forming when he worked at the company.

Type the name of almost any successful consumer web company into your
search bar and add the word “addict” after it. Go ahead, I’ll wait. Try
“Facebook addict” or “Twitter addict” or even “Pinterest addict,” and
you’ll soon get a slew of results from hooked users and observers
deriding the narcotic-like properties of these sites. How is it that
these companies, producing little more than bits of code displayed on a
screen, can seemingly control users’ minds? Why are these sites so
addictive, and what does their power mean for the future of the web?

  桑迪·帕拉吉拉斯在 2011年和
2012年间担任脸书的平台运营经理,他说他在任期间,公司内部确实意识到脸书容易让用户上瘾。

We’re on the precipice of a new digital era. As infinite distractions
compete for our attention, companies are learning to master new tactics
to stay relevant in users’ minds and lives. Today, just amassing
millions of users is no longer good enough. Companies increasingly find
that their economic value is a function of the strength of the habits
they create. But as some companies are just waking up to this new
reality, others are already cashing in.

  Facebook and Instagram have told the BBC that their apps are
designed to bring people together and that they never set out to create
addictive products.

First-to-Mind Wins

  脸书和照片墙告诉
BBC他们的应用程序的设计理念是让人们聚在一起,而从未想开发让人上瘾的产品。

A company that forms strong user habits enjoys several benefits to its
bottom line. For one, it creates associations with “internal triggers”
in users’ minds. That is to say, users come to the site without any
external prompting. Instead of relying on expensive marketing or
worrying about differentiation, habit-forming companies get users to cue
themselves to action by attaching their services to the users’ daily
routines and emotions. A cemented habit is when users unconsciously
think, I’m bored, and Facebook instantly comes to mind. They think, I
wonder what’s going on in the world? and before rational thought kicks
in, Twitter is the answer. The first-to-mind solution wins.

  词汇表

Manufacturing Desire

  deliberately 故意地

But how do companies create a connection with the internal cues needed
to form habits? They manufacture desire. While fans of Mad Men are
familiar with how the ad industry once created consumer desire during
Madison Avenue’s golden era, those days are long gone. A multiscreen
world, with ad-wary consumers and a lack of ROI metrics, has rendered
Don Draper’s big-budget brainwashing useless to all but the biggest
brands. Instead, startups manufacture desire by guiding users through a
series of experiences designed to create habits. I call these
experiences Hooks, and the more often users run through them, the more
likely they are to self-trigger.

  lure 诱惑,吸引

I wrote Hooked: How to Build Habit-Forming Products to help others
understand what is at the heart of habit-forming technology. The book
highlights common patterns I observed in my career in the video gaming
and online advertising industries. While my model is generic enough for
a broad explanation of habit formation, I’ll focus on applications in
consumer internet here.

  platforms 平台

From “Hooked: How to Build Habit-Forming Products” by Nir Eyal

  endless scroll 无限下拉滚动

Trigger

  hook 勾住,吸引住

The trigger is the actuator of a behavior — the spark plug in the Hook
model. Triggers come in two types: external and internal. Habit-forming
technologies start by alerting users with external triggers like an
email, a link on a website, or the app icon on a phone. By cycling
continuously through these hooks, users begin to form associations with
internal triggers, which become attached to existing behaviors and
emotions. Soon users are internally triggered every time they feel a
certain way. The internal trigger becomes part of their routine
behavior, and the habit is formed.

  business model 商业模式

For example, suppose Barbra, a young woman in Pennsylvania, happens to
see a photo in her Facebook newsfeed taken by a family member from a
rural part of the state. It’s a lovely photo, and since she’s planning a
trip there with her brother Johnny, the trigger intrigues her.

  awareness 意识、认识

Action

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