You’re Being Played: Social Media’s Slot Machine Techniques Revealed
Ever been to a casino for the first time and wondered about the hours and days people tend to spend on the slot machine as compared to the others? What if I told you social media platforms, especially Instagram employ the same tactics as the slot machine to keep you hooked? In this article, I’m going to dive deeper into the psychology behind slot machines and how its social medias dirty little secret.
According to B.F. Skinner, an American psychologist known for his impact on behaviorism and identified as the most influential psychologist of the 20th century, this type of reinforcement is called- Variable Interval or Intermittent reinforcement. This is when rewards are given randomly and at unpredictable intervals that do not follow any form of consistency or pattern. Early in his research, Skinner accidentally discovered something important related to gambling and addiction. One day while he was in his lab he ran out of treats for his experimental rats. Since the treats were time-consuming to make and he had to do it himself, he didn’t want to stop the experiment. So instead of rewarding the rats every time they pushed the lever, he did it only once a minute. To his surprise, the intermittent reward made them push more, not less. (Szalavitz, 2016)
When this is applied to social media or Instagram, we say the ‘post has gone viral’ and everyone tries to imitate that. How many times has a social media ‘guru’ told you he/she has the formula to go viral and how many times has that actually happened?
Content creators routinely try to mimic the algorithm for well performing or viral posts and then when it doesn’t work they blame the algorithm for changing before they could adapt. Why do you think the algorithm does that in the first place? It wants you to get the high of dopamine with a hit post and then it stops giving you the same results and you keep trying different techniques to re enact that high but it often doesn’t follow a pattern and is reinforced very irregularly.
It’s the same with slot machines. They are designed to deliver payouts at random intervals, which keeps players hooked. Each pull of the lever might result in a win, creating a sense of anticipation and excitement. The sporadic nature of these rewards ensures that players remain engaged, always hoping that the next spin will be a jackpot.
Everything about social media is designed to keep you hooked without you knowing. ‘If you’re not paying for the product, then you’re the product’ , is one of the famous quotes from the Netflix documentary, The Social Dilemma. Consider the notification system: likes, comments, shares, and messages arrive unpredictably. This randomness stimulates the brain’s reward centers, releasing dopamine. Just as a gambler eagerly pulls the slot machine lever, a social media user constantly checks their phone, waiting for the next gratifying notification.
Social media platforms also employ “streaks” and other elements to foster a sense of obligation and reward. Snapchat, for instance, has “streaks,” which count the number of days two users have sent snaps consecutively. The fear of losing a streak can drive daily engagement, even if the content of the interactions aren’t worth it. This is akin to a gambler feeling compelled to continue playing to avoid the regret of missing out on a potential win.
In conclusion, the parallels between social media and slot machines highlight the powerful role of irregular or interval reinforcement in driving user behavior. By utilizing this psychological principle, social media platforms create an environment where users are constantly seeking the next unpredictable reward, leading to habitual engagement. Recognizing these tricks can empower us as users to take control of our own experiences. Hope this makes you re-think that dopamine detox you always said you needed. Cheers!
Szalavitz, M. (2016) Addicted to anticipation, Nautilus. Available at: https://nautil.us/addicted-to-anticipation-236104/?_sp=d4597690-90d2-44df-a443-de25d7f4cf8a.1717006109624
