In recent years, the concept of gamification has gradually made its way into mobile applications. While it has been successfully incorporated into some social media platforms, there is a question of how implementing gamification features in a popular platform like Instagram would impact user engagement. This article aims to explore the potential effects of incorporating scoring and achievements within Instagram and its influence on user engagement.
What is gamification?
Gamification involves incentivizing people to engage more with a subject by incorporating elements commonly found in games, such as scoring, points, and competition. This technique has been widely used in various contexts, including education, workplaces, and marketing practices. For instance, credit card point systems or vouchers for free items after spending a certain amount of money at a store are examples of gamification used in marketing.
The role of gamification in mobile apps
Numerous research studies have explored the impact of gamification on user engagement. A comprehensive review of twenty-four such studies, titled "Enhancing User Engagement: The Role of Gamification in Mobile Apps," highlights the findings associated with implementing gamification features. Among these studies, twenty-three reported a positive correlation between gamification and increased engagement. Only one study found a negative correlation, indicating that increased engagement was the norm when gamification elements were introduced.
Extrinsic motivation and its impact on engagement
Points systems and achievements, common gamification features, work as forms of extrinsic motivation. Users derive increased perceived enjoyment when completing tasks and experience reward satisfaction and hedonic value. These factors contribute to higher user engagement. From a marketing perspective, higher usage of social media applications translates to increased exposure to advertisements over time.
Implementing gamification features in Instagram
For this study, the hypothesis posits that implementing gamification features, such as overall points and achievements, within Instagram would drive up user engagement compared to the engagement observed in the absence of such features. The independent variable is gamification implementation, while the dependent variable is user engagement.
A/B testing
To test the hypothesis, an A/B test methodology would be employed. Initially, the normal engagement level of Instagram users would be recorded over a period of one month. Subsequently, gamification elements would be introduced, and user engagement would be measured again. During the control period, users would experience Instagram as it currently exists, without gamification features. In the second period, participating users would be presented with a profile score showcasing their level of engagement, visible only to other users involved in the experiment. Additionally, achievements would be introduced, setting goals for users to reach. The engagement level would be measured based on user interactions within the application.
Expected results
The study anticipates that 95.8% of users would exhibit an increased level of engagement with the Instagram application, while 4.2% may show the same or decreased engagement level. Figure 1 visualizes the expected results, demonstrating a significant boost in user engagement following the implementation of gamification features.
Implications for marketing and advertising
The findings of this study could have broad implications for marketing, as they suggest that implementing gamification elements in social media applications can lead to heightened user engagement and increased views for advertisements. Sharing these findings with other social media platforms could help drive user engagement and maximize advertising exposure. However, it's crucial to consider the possibility that gamification may have varying effects on different individuals, potentially leading to lower engagement for some users. In such cases, a tailored approach may be necessary to ensure positive outcomes.
Potential limitations and further research
It is important to acknowledge potential limitations in this study. For instance, it may be challenging to account for external factors that could influence higher engagement over time, unrelated to the gamification elements introduced. Additionally, further research could explore the impact of intrinsic motivation, such as incorporating photography lessons within the application, to better engage users with social media platforms.
Gamification has emerged as a powerful technique for driving user engagement in various contexts, including mobile applications. The hypothesis of implementing gamification features in Instagram suggests that it would significantly increase user engagement with the platform. The proposed A/B testing methodology aims to validate this hypothesis. The potential implications for marketing and advertising underscore the importance of exploring gamification strategies to enhance user engagement and maximize exposure to advertisements on social media platforms.
FAQs
1. What is gamification?
Gamification involves using game-like elements, such as scoring and achievements, to incentivize user engagement and participation in various contexts.
2. What are the key findings of research studies on gamification in mobile apps?
The majority of studies indicate a positive correlation between gamification and increased user engagement.
3. How would implementing gamification features in Instagram impact user engagement?
The hypothesis suggests that it would drive up user engagement with the platform.
4. What is A/B testing?
A/B testing involves comparing two versions of a product or service to measure the impact of changes or new features.
5. How can the findings of this study benefit marketing and advertising?
Implementing gamification elements in social media applications can potentially boost user engagement and increase advertising views.
