Have you ever opened your favorite social media app just to find yourself aimlessly scrolling an hour later? If so, you’re definitely not alone. Social media platforms are intended to foster connections and bring people together, but so many platforms have secret design features that manipulate users to prioritize profit over well being.
These features— commonly referred to as malicious design or dark patterns— manipulate users to make decisions they otherwise would not have made and restrict user autonomy. “Malicious design practices are things that social media companies put into their products to make it inherently more addictive,” said Arielle Geismar, co-chair of Design it For Us advocacy coalition.
Understanding these features is the first step to taking control over your digital experiences. Below are some of the most common features used by social media platforms to keep users engaged.
- Infinite Scrolling
One of the most notorious features of social media is infinite scroll. From the TikTok FYP to the X homepage, there is always a never-ending stream of content to consume. Endless scrolling features exploit The Hook Model, which utilizes a variable reward system to give users a temporary feeling of gratification that leaves users wanting more. The unpredictable nature of infinite scrolling fuels a cycle of consumption driven by the need for social validation and staying updated on trends.
- Repeated alerts
Platforms flood users with notifications that are designed to re-engage them with the apps. Whether it’s a suggested account, unwanted post notifications, or more, these alerts open a dopamine loop in your brain, known as the Zeigarnik Effect. Some applications, such as iMessage, resend a notification if a message remains unopened after two minutes, increasing the likelihood of user interaction.
- Hiding clock
Some apps, including many streaming platforms, will remove the clock from the top of your screen to make it harder for users to keep track of how much time they are spending on the app. This promotes further engagement with an app by disrupting a user’s time awareness, ultimately hurting user well-being.
- Disappearing content
Features like Instagram stories and Snapchat’s disappearing messages create a false sense of urgency. This often leads to compulsive fear of missing out, keeping users active on the app more. The urgency-driven media model creates a cycle of engagement, keeping users attached to the app and reinforcing these patterns.
- Emotional Steering
Many platforms will ask questions such as “Are you sure?” or “Your friends will miss you!” message? This is a form of emotional steering, where a platform will use targeted language to evoke a response or manipulate a user’s behavior. You might have also seen overly-enthusiastic language on an app, like a prompt saying “Tell us about your amazing self!” encouraging you to share more information about yourself. These messages appear harmless, but oftentimes subtly reshapes how you interact with a platform and what information you share online.
Taking control
Recognizing these tactics allows users to make more informed decisions about their digital consumption. “Young people can really, a, try to recognize it b, try to advocate that companies don’t do it, or at the minimum, give them opportunities to turn it off,” said Geismar.
By being aware of malicious design features, we can work to reclaim our attention and prioritize digital well-being.
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