In a market flooded with apps, those which offer exciting features have an edge. Therefore, the app developers are continuously innovating, and combining features that will have the users hooked. One such feature is gamifying on social media platforms.
Gamification is a powerful tool that has caught the eye of app developers to acquire, engage, and retain users. A study conducted by UCLA states that the brain’s reward centre, the nucleus accumbens, lights up when people receive ‘likes’ on social media. Another study by Gigya states that gamification boosts engagement by 1/3rd. Notably, the app does not have to be a gaming app to implement gamification. Fitness apps, productivity apps, and even finance-related apps have made app interaction fun by applying gaming tactics. Meanwhile, social media apps like Reddit are evolving, taking this innovation a notch up.
Now consider a scenario when a social media app offers gamification, would’t it offers greater gratification to the user! A social media app that gives the thrill of achievements… The user is bound to experience some level of adrenaline rush while navigating on such a social media platform.
How are companies using gamification to amplify the social media experience of users?
Well, they are using gamification to make oneline life fun. The evolving human behaviour with the advancement in technology is influencing companies from various sectors to use out-of-the-box features to gamify the user’s social media experience. People generally use social media to socialise and share content with friends and family and not engage with a brand. However, given how much time millions of people spend using social media, brands cannot ignore the opportunity, and one of the most effective ways to harness social networks is through gamification.
Brands like LinkedIn, Facebook, and Snapchat top the list with their unique way of indulging people in using the app/platform even more.
LinkedIn’s Profile Strength bar excites people to share the best version of themselves to get a 100% profile strength and put the best foot forward on the website. Furthermore, LinkedIn’s SSI (Social Selling Score) encourages people to create more content to rank better when they appear in searches. Hence, engrossing people in more personalized social media gamified experiences.
Though LinkedIn’s gamification is about presenting a better self, Snapchat’s gamification feature entertains people as they socialise. Snapchat is all about exciting, quirky filters, and to up the social media experience, Snapchat has introduced fun games in the filters to amplify a user’s social media experience.
Is gamification the future to engage users in any mobile app? What are the trends that can be predicted?
Yes. Besides the use of gamificationon social media platforms, several brands are integrating gamification features in their apps to uplift the overall user experience as they engage users with their brand through the app. Some examples of gamification in apps meant for a diverse set of services are:
- Domino’s Pizza: The brand integrated gamification in the app, which allowed people to select a random topping when they could not select one for themselves by just shaking their phone. As they shake, the app would suggest a new topping for them.
- CRED: Not to forget this credit card bill payment app. The app allows users to earn CRED points, which enables them to shop through the app. This app rewards people for using the app, keeping them engaged using gamification.
- Loco: An online game streaming app is another example of how gamification engages people and encourages them to climb levels to win the prize by selecting the right answer.
So, one could safely say that gamification is the future? In fact, a study suggests that using Gamification may increase newly registered business users by 600%.
What kind of gamification could be integrated in apps offering travel, social media, e-learning, finance, etc., services?
Several brands across travel, social media, e-learning, finance, and others, are integrating gamification features to enhance the user experience.
For instance, Google Pay is the top money wallet app in both Android and iOS app store rankings. One of the reasons for its popularity is the Scratch Card feature that allows users to collect and scratch virtual card to earn money on various occasions. The rewards of this type of gamification are instant and monetary.
Even e-learning has become more fun. According to a recent study on a group of learners, it was found that micro-learning backed with gamification creates 50% more engagement and the benefits of
Micro-learning is expected to multiply several times.
Way Forward
Gamification is taking on the virtual world to engage users and improve efficiency as well as effectiveness. So to say, gamifying the social media experience will continue to evolve to keep the people on the platform for a long, long time.
In fact, as per a study, it is expected that the gamification industry will grow to become a 30.7 billion industry by 2025 at a CAGR of 27.4%.
Authored by Jitin Bhatia, Founder, Explurger
