He placed a rat inside a box and within that box was a lever. Upon first entering the box the rat would explore his surroundings. Eventually it would press the lever and a food pellet would be released. 

Over time the rat learned the cause and effect. It began pressing the lever again and again. 

The Skinner Box experiment demonstrates what’s known in psychology as operant conditioning. 

Skinner explained it as, “a method of learning that occurs through rewards and punishments for behavior. Through operant conditioning, an individual makes an association between a particular behavior and a consequence.”

The rat learned that hitting the lever (behavior) led to food pellets being released (consequence). If you look closely, you can find examples of operant conditioning in your own life.

Think about what happens when you post to Instagram. Are you refreshing the app to see the likes and comments roll in? What does it feel like when you get a lot of likes? Is it rewarding? 

Last year Instagram announced they were going to experiment with removing likes. 

CEO Adam Mosseri explained that the removal of likes was one step toward making Instagram the safest platform on the internet. 

Instagram was “going to put a 15-year-old kid’s interests before a public speaker’s interest,” and that they “will make decisions that hurt the business if they help people’s well-being and health.” 

So what happened? 

What are the results of Instagram’s experiment to remove likes?

Nothing has been announced, but we can look to Skinner’s experiment to draw conclusions. Skinner discovered the rat is no fool. Over time it stops pressing the lever if no food pellet is dispensed.  

Instagram is the Skinner Box. It needs you coming back. As a result it lives by the like and dies by the like.

Likes are the food pellets Instagram trained us users to expect. 

You might think it’s great to share your photos, but what you’re really seeking out is that engagement. We want that dopamine rush that comes from positive reinforcement. We expect it.

So, what should Instagram do?

If they want to remove likes but still keep their users, they’ve got two options:

1. They create a new skinner box – a new reason for people to keep coming back, to click, to interact. They need a new reward.

2. They rethink the platform as something they can monetize without the need for your constant presence and attention.

Whatever they choose, we can all learn from this. 

We must recognize what truly motivates us in our activities online. Only then can we make the right steps towards changing and controlling our own behaviors. 

However, people are all really the same.  The biggest challenge is zeroing in on these fundamental principals and understanding out to apply them today.

I was recently invited to go speak at a brand innovation summit and discussed these psychological principals and tactics that work in driving excitement around something offline and online. You can see the entire presentation below, but I’ve outlined the major points here in this post.

WHAT WORKS
Whether offline or online there are a few things we know works well in driving engagement.
1. Emotions are engaging
2. Invite an audience along
3. Nothing draws a crowd like a crowd

1) EMOTIONS ARE ENGAGING
Multiple studies have been done studying what type of content gets shared or goes ‘viral’. The two that stand out for me come from Jonah Berger and Karen Nelson Field. Content that evokes high-arousal emotions are more likely to go viral. This means that content that performs best doesn’t just make you smile it makes you laugh out loud, it doesn’t make you sad it makes you cry. According to Berger’s study:

Virality is partially driven by physiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes low-arousal, or deactivating, emotions (e.g., sadness) is less viral.

2) INVITE AN AUDIENCE ALONG
People love acknowledgement and being a part of something. Cater to specific niche communities in order to focus your efforts and get a community to rally around content. Start small to help identify what makes them tick. Engaging real communities to be unstoppable for three reasons – built in distribution, they’re credible, fans are highly engaged

You have to provide value and get them invested – either emotionally or physically.

Emotional – love it or hate it, they have to talk about it involves them
Physically – build them into the content production so they’re invested in its success

3) NOTHING DRAWS A CROWD LIKE A CROWD
People tend to follow the crowd when it comes to assigning value to anything. If there’s a restaurant with a long line it must be good, same goes for clubs, bars, movie premieres, etc. The perception that something is popular breeds more popularity.

The same is true online. The more likes, views, comments, blog pickup that something gets the more it is perceived as valuable. In focusing these efforts you can create a snowball effect of additional sharing and engagement around your content.