How do Brands build Habit Forming Products | The Hook Model with examples | by Rohit Singh | Oyerohit
A Hook framework brings about a change in the attitude of the customer by increasing their frequency of using the product. For example, whenever you visit a place, Facebook u2014 through its location tracker u2014 automatically sends you a notification stating something like u201cIt looks like you are in XYZ place now. Let your friends know about it.u201d So, you go ahead and check-in on Facebook. The moment you act on the same, your friends see your check-in and u2018Likeu2019 or u2018Commentu2019 on the same. You see this and feel happy about it getting social affirmation. Once this habit is introduced, you would always find time to check-in without fail on Facebook. This is, in short, the Hook framework. Letu2019s delve deep into each of the components of this framework. 1. Trigger: This is the spark that influences behavior and gets the user into a system. It can be of two types - (i) External: This could be in the form of an email (in your inbox) or a link (while reading an article). On social media, you get a notification of someone liking one of your Facebook posts. (ii) Internal: This is an internally generated trigger which you feel on your own, without any outside influence. For example, when you feel confused and need to be clear about something, you use Google. 2. Action: This is the minimum interaction the user needs to have with your product to get to what he/she is looking for. You need to make it quick and effortless. For example, a simple search on Google or playing a Youtube video. 3. Variable reward: This part allows you to create an incentive for your users. For example, you get a reward in the form of social affirmation when people like your Facebook post, so you are inclined to create more posts henceforth. In the same way, you get badges and titles for writing more and more reviews on websites like Zomato and Tripadvisor. 4. Investment: The user now has to do some work in the form of time, data, effort, or money. For example, when you sign up website visitors for regular email updates/Twitter feeds, you are setting them up for the next trigger. Hence, you should make use of this framework in order to bring your website/app to include it in the daily routine of both your first-time visitors and your repeat visitors.
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