CX takeaways from the social media addiction trial
No more Instagram for me, at least for a little while.
There are myriad reasons, but they all boil down to the fact I was on the app constantly – every day, throughout the day.
I had to explain to a few people who message me there that I was taking a step back. No one really questioned it. This has become a common aspect of social media, where you acknowledge that, despite enjoying the experience, you can definitely have too much of a good thing.
Insta-addicts?
This week, of course, a landmark court case will call into question whether being a young person on Instagram, Facebook or YouTube is a good thing at all. As CNN reported, a jury is hearing from just one of more than 1,500 people who say their exposure to social media as a child has harmed their mental health.
Meta and Google are being accused of creating a customer experience (CX) that is so addictive it damages, rather than enriches their lives. CNN summed up the allegations as follows:
Kaley began using YouTube at the age of 6 and Instagram at 9, according to her lawyer, Mark Lanier. She sometimes used Instagram for “several hours a day,” he said, and was once on the platform for more than 16 hours in a single day, despite her mother’s attempts to curb her use. Kaley claims the app’s addictive features led her to develop anxiety, body dysmorphia and suicidal thoughts and that she experienced bullying and sextortion on Instagram.
In their opening statements, lawyers likened these platforms to “digital casinos,” and it’s not a bad analogy.
Just as casinos tend to avoid windows that remind you of the outside world, social media platforms try to create a self-contained environment where users can continue refreshing their feeds with a dopamine kick akin to pulling the handle on a slot machine.
An alternative to keeping customers ‘hooked’
It’s not my place to pass judgement on this trial, particularly as it’s still ongoing. However I think it’s worth pointing out that many brands and marketing experts have suggested social media’s addictive experiences are something to aspire towards.
Who wouldn’t want customers who can’t help themselves from using your service such that it becomes an integral part of their lifestyle?
I’d like to argue a different case – not a legal one, but important for CX leaders:
- When we talk about the quest to drive “engagement,” it shouldn’t mean constant engagement, whether you’re a social media brand or simply a retailer that uses it. The goal should be meaningful engagement.
- CX strategies should never lead to scenarios where customers feel like they’re somehow trapped. This includes forcing them to adopt self-service tools or interact primarily with AI agents rather than human beings.
- Loyalty programs may offer incentives and perks, but they should never feel so out of reach that earning or redeeming them is like winning at the blackjack table.
Finally, attention is now commonly discussed as a sort of brand currency, but good CX isn’t about hoarding it. Social media and other digital experiences have developed so rapidly most consumers encounter them without realizing their potentially addictive qualities.
Outstanding CX has never been about keeping customers hooked. It’s about cultivating a relationship that’s human-centred, helpful and healthy.
