Hook Model UX: How TikTok, Instagram, and Games Keep You Coming Back

In today’s digital ecosystem, apps and services go beyond providing functional convenience—they are engineered to create habits. Whether it's mobile apps, social media platforms, e-commerce sites, or games, many now integrate gamification elements to enhance user experience (UX). At the core of this approach is the Hook Model, a powerful behavioral design framework developed by Nir Eyal.

This article breaks down the Hook Model's structure and how it can be successfully implemented in UX design, supported by real-world examples from popular apps.

The Hook Model Explained

The Hook Model is designed to build user habits by guiding them through a cycle of four steps: Trigger → Action → Variable Reward → Investment. Each stage strengthens user engagement and increases the likelihood of returning to the product. Unlike external marketing, the Hook Model creates intrinsic motivation for users to continuously return and interact with a product.

Trigger – The Call to Action

Triggers initiate user behavior. They can be external, like push notifications or emails, or internal, such as boredom or the need for connection.

  • External Trigger Example: A notification that reads, “Claim your free bonus now!” encourages a user to open a game.
  • Internal Trigger Example: A person feeling lonely might instinctively open Instagram or scroll through TikTok to feel connected.

A well-crafted UX should support both types of triggers to maximize engagement opportunities.

Action – The Simplest Behavior in Anticipation of Reward

Once triggered, the user performs a behavior with the expectation of a reward. The action must be easy and frictionless. This is where B.J. Fogg’s Behavior Model (B = MAP) becomes critical:

  • Motivation (M): The desire to do the action
  • Ability (A): Ease of performing the action
  • Trigger (T): The prompt that initiates the action

Successful UX design lowers the barrier to entry. Examples include Instagram’s double-tap “like,” or YouTube’s auto-play feature that removes the need to select the next video. Minimal effort leads to higher user retention.

Variable Reward – Keep the Surprise Coming

After the action, a reward follows. However, predictability dulls excitement. The key is variability—unpredictable rewards keep users coming back for more. There are three types:

  • Social Rewards: Likes, comments, or shares
  • Material Rewards: Bonuses, points, or free items
  • Self-achievement Rewards: Level-ups, badges, or unlocked features

TikTok excels here. You never know what viral content you'll see next. The anticipation of discovering something new is a powerful motivator.

Investment – The User’s Emotional and Time Commitment

The final step is investment, where the user puts in time, data, or effort. This stage increases the likelihood of future engagement because users are less willing to abandon a service they’ve contributed to.

For example:

  • Customizing a profile on Instagram
  • Uploading videos to TikTok
  • Leveling up characters in mobile games
  • Saving playlists on YouTube

Each action builds a personal stake, making users more committed over time.

Hook Model in Action: Real App Examples

1. TikTok

  • Trigger: Notifications for new followers or comments
  • Action: Watch a short video with a single swipe
  • Variable Reward: Unpredictable video content
  • Investment: Curating your “For You” feed by watching and liking content

2. Instagram

  • Trigger: Push notifications about new posts
  • Action: Scroll and like photos
  • Variable Reward: Fluctuating engagement on your own content
  • Investment: Sharing stories, managing a visual identity

3. Mobile Games (e.g., Clash Royale, Cookie Run)

  • Trigger: Alerts for free rewards or challenges
  • Action: Tap to play
  • Variable Reward: Random bonuses, events, or loot drops
  • Investment: Character upgrades, rank progression

Why the Hook Model Matters in UX Design

The Hook Model isn't just for games—it’s a cornerstone in behavioral product design across industries. It helps UX designers craft experiences that not only attract users but keep them coming back. Apps that embed this model effectively increase retention, loyalty, and even monetization over time.

Products that win the battle for attention are not the most functional—they are the most habit-forming.

Comments

Post a Comment