Ever find yourself mindlessly scrolling through Instagram or Facebook, and something just feels... off? Like you're constantly making accidental taps and swipes? You're not alone. And it might not be your fault.
Let's break down a particularly sneaky bit of UX/UI that Meta platforms employ:
Reels vs. Stories: You swipe up to go to the next reel, but you swipe right to go to the next story. Simple enough, right?
Ad CTAs: Now, here's where it gets interesting. You swipe right on a reel ad to trigger the call-to-action (CTA), but you swipe up for it on a story ad.
See the problem? It's a clever combination of misdirection and a roach motel, two classic dark patterns in user experience design.
Misdirection: Imagine you're in that hazy, scroll-induced state, watching a story ad. Your muscle memory tells you to swipe up to see the next piece of content. But instead of moving to the next story, you're suddenly whisked away to the ad's landing page. You've been misdirected.
Roach Motel: Now you're on the advertiser's page. You think, "Okay, I'll just swipe down to go back." Nope. Doesn't work. You have to awkwardly reach for that tiny "x" in the top corner to escape. You're trapped. Welcome to the roach motel.
And the same frustrating scenario happens when you are watching reels and swipe right.
Why do they do this? Simple: money. Every accidental CTA trigger means potential revenue for Meta, as they bill their advertisers. Billions of dollars worth of revenue. And the "roach motel" effect sometimes nudges you towards taking the intended action, because "oh well, what's there to lose?".
It's a subtle manipulation, but it's incredibly effective. And Meta isn't the only one doing it. Many big companies leverage these dark patterns, capitalizing on our subconscious actions and accidental taps. They profit from our errors.
So, next time you're scrolling, pay attention. Are you swiping because you want to, or because you're being subtly guided? It's a question worth asking.
