Social influence and Community Building

A sense of community, and social influence can significantly enhance user engagement and retention. Researchers have noted that high retention rates are often observed in environments that foster a sense of community. Something that is more relevant in technology today than ever before. Many digital health applications have adjacent communities where users can interact with one another and with the company.

Community also allows for 3 core behavioral science techniques to be applied: social proof, social comparison, and social sharing, together social influence.

These techniques are powerful tools for influencing people's actions and opinions. By encouraging individuals to engage in behaviors that align with their peers or role models, we can effectively leverage the power of social influence.

Here are 3 ways we to consider community building, social influence within product engineering:

1. Build a community that sits parallel to your product, and make this community a key part of the product experience by integrating core functionality of the application with community features.
2. Messaging: When utilizing social proof in digital health applications, it is crucial to consider the credibility and relevance of messages from other users. Real-life testimonials and success stories from individuals who have achieved significant health improvements can serve as potent motivators.
3. Health data creates a picture, it can differentiate you or make you fit in…
   • Unique or Normal: Digital health applications can leverage health-data as a conversation point or unique social symbol for users to influence user behavior. For example, by providing data on how many users have certain similar or differentiated health metrics or have adopted certain behaviors or achieved specific health goals, the application can create a perception of what is considered normal or desirable within the community. This can motivate users to align their behavior with the perceived social norms, fostering a sense of belonging and encouraging healthier choices.
   • Defaults: Social proof can be integrated into the default settings within digital health applications. By highlighting the behavior that is most commonly chosen by users or recommended by experts, the application can guide users towards healthier options. For example, setting healthier food choices as default options or showcasing popular workout routines can nudge users towards making positive choices without requiring additional effort.
4. Incentives: To influence decision-making, offering rewards for desired behaviors and implementing penalties for undesired behaviors can be effective. It's important to consider the concept of loss aversion, where people perceive losses as more significant than equivalent gains.

Integrating social influence techniques and community building into digital health applications can significantly improve user engagement, retention, and overall health outcomes. By understanding and leveraging these principles, we can design products that not only engage users but also motivate them to make healthier choices.