This generates more ad views and more money from advertisers. What is interesting to note here is the different goals of the two products and how they relate to the concept of infinite scrolling:įor consumer Facebook, the goal is to get more people to the platform and make them spend more time. While a similar notification was never fully released to the Facebook feed, Workplace, the company’s corporate collaboration platform, received the feature. in my office, a hologram of my elementary-school gym teacher’s face appeared, shaking its head and signaling that the jar is empty. It’s as if I was trying to quit sugar and, every time I reached for a cookie at 3:36 P.M. …a week or so later, it’s starting to feel less like a sweet smile and more like an admonishment. Most users treated this as a welcome change, and some even realized how unhealthy habits they’ve formed with their favorite social media app: While the feed was still algorithmically ordered and filled with ads, users regained some mind control over the infinite scroll. With this change, Instagram became the good guy again. Instagram’s own announcement about the feature from 2018 With that, users could recognize if they were already looking at posts from two weeks before. Back then, they hadn’t scrambled their feed to put posts randomly after each other but implemented a reverse chronological order. How Instagram initially implemented infinite scrolling was still one of the more user-friendly options. With food, there is a sense of satiety when you know that you can’t eat more. The behavior is even worse than continuously refilling your plate at a buffet. So you keep continuing over and over because you know that there might be something important to you. In a nutshell, you’re curious about what comes next in the feed. It turns out the dopamine system doesn’t have satiety built in. Chances are what makes you stop is that someone interrupts you. It takes a lot to reach satiation, and in fact you might never be satisfied. With every photo you scroll through, headline you read, or link you go to you are feeding the loop which just makes you want more. When you bring up the feed on one of your favorite apps the dopamine loop has become engaged. The concept is sometimes referred to as a “dopamine seeking reward loop.” Susan Weinschenk, a behavioral psychologist, has put it the following way :
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