Podcast Summary: Nudge - "Instagram failed until it made THIS simple change"

Release Date: June 9, 2025

In this enlightening episode of Nudge, host Phil Agnew delves into the transformative journey of Instagram, highlighting how a pivotal, simple change turned it from a struggling app into a global phenomenon. Joined by behavioral science expert Bas Wouters, the discussion revolves around the application of BJ Fogg's Behavior Model and the creation of effective prompts that drive user engagement.

1. The Rise of Instagram: From Burbn to Billion-Dollar Success

The episode begins with an overview of Instagram's impressive growth trajectory. Phil Agnew notes the platform's staggering achievement of over 2 billion active monthly users, underscoring its monumental impact on global social media habits.

Phil Agnew [00:00]: “Instagram is easily one of the most successful apps in history.”

Initially launched as Burbn by founders Kevin Systrom and Mike Krieger, the app aimed to combine check-ins with photo and video sharing. However, Burbn struggled due to its feature overload and lack of user engagement.

Kevin Systrom [00:58]: “Instagram’s success didn't happen overnight. It was a series of strategic changes and insights that propelled it forward.”

2. Discovering BJ Fogg’s Behavior Model

The turning point for Instagram came when Systrom attended a session at BJ Fogg's Stanford Persuasive Technology Lab, where he was introduced to the Fogg Behavior Model. This model posits that behavior is a product of three components: Motivation, Ability, and Prompt.

Bas Wouters [02:28]: “BJ Fogg is known to make complex behavioral science easy to understand. His model identifies the essential components that drive human behavior.”

3. Applying the Fogg Model to Transform Instagram

Phil Agnew and Bas Wouters explore how Instagram leveraged each element of the Fogg Model to enhance user engagement:

• Motivation: Recognizing that social approval is a powerful motivator, Instagram introduced features allowing users to like and comment on photos, fostering a sense of community and validation.

  Phil Agnew [02:53]: “Humans only take action if there is sufficient motivation.”

• Ability: Simplifying the app by focusing solely on photo sharing and introducing user-friendly filters made Instagram intuitive and accessible. This reduction in complexity increased the likelihood of user interaction.

  Bas Wouters [03:30]: “Ability is how easy it is to do what we ask the user to do.”

• Prompt: Instagram implemented both external prompts, such as notifications for likes and comments, and intrinsic prompts where users felt compelled to share noteworthy moments spontaneously.

  Phil Agnew [04:28]: “The prompt that truly propelled Instagram to success wasn’t external; it was intrinsic.”

4. The Power of Prompts: Creating Effective Triggers

The conversation shifts to the critical role of prompts within the Fogg Model. Phil Agnew emphasizes that while motivation and ability are vital, prompts can be strategically designed to initiate desired behaviors.

Phil Agnew [08:15]: “BJ Fogg's behavior model states that most people need sufficient motivation, ability, and a prompt to take action. The prompt is probably the most interesting component.”

Bas Wouters [08:58]: “A prompt asks for the behavior, unlike a message which merely informs.”

5. Bas Wouters’ Four Principles to Create Stopping Power

Bas Wouters introduces his four principles designed to craft compelling prompts that capture attention and drive action:

a. Curiosity

Curiosity-driven prompts pique interest and encourage user interaction.

Bas Wouters [12:35]: “Curiosity can be harnessed by framing messages that provoke questions, like using 'This is what work will look like in the future,' which boosted clicks by 180%.”

Phil Agnew [14:04]: “The word 'this' makes the title seem specific and concrete, sparking an irresistible urge to find out more.”

b. Exceptional Benefit

Offering unique and valuable benefits makes prompts more enticing.

Phil Agnew [18:20]: “Beer52 offers an exceptional benefit by providing a free case of beer, which has driven over 200,000 sign-ups despite some negative reviews.”

c. Simple Question

Simple questions engage users by prompting immediate responses.

Bas Wouters [21:04]: “Asking 'How did you like it?' instead of a complex survey increased review submissions by 400%.”

Phil Agnew [23:29]: “Simple questions act as the first step in the foot-in-the-door technique, making larger actions more likely over time.”

d. Unfinished Journey

Creating a sense of incompleteness motivates users to take further action.

Phil Agnew [23:36]: “The Zeigarnik effect explains why people remember interrupted tasks better, prompting them to complete unfinished actions.”

Bas Wouters [24:32]: “Airbnb uses this principle by prompting users to leave a review as the final step in their booking process, ensuring completion.”

6. Practical Applications and Case Studies

The episode is rich with real-world examples illustrating the effectiveness of these principles:

• Volkswagen Fun Theory Project: By creating the world's deepest trash can, curiosity led to a 150% increase in litter disposal.

• Beer52: Despite high cancellation barriers, the exceptional benefit of a free beer trial significantly boosted their membership base.

• Bol.com: Transitioning to a simple question in their review prompts doubled survey clicks and quadrupled review submissions.

Bas Wouters [15:40]: “Curiosity can be applied to any message to make it more engaging and actionable.”

7. Conclusion: Leveraging Behavioral Science to Drive Success

Phil Agnew wraps up the episode by reiterating the importance of integrating motivation, ability, and prompts to influence user behavior effectively. He encourages listeners to apply these behavioral insights to enhance their own businesses, whether in marketing, sales, or product design.

Phil Agnew [25:41]: “Curiosity, exceptional benefits, simple questions, and an unfinished journey can help create prompts that stand out and drive action.”

Bas Wouters further invites listeners to deepen their understanding by joining the Online Influence Academy, offering comprehensive lessons on behavioral science application.

Key Takeaways:

1. Simplify to Multiply: Reducing app complexity can significantly enhance user engagement, as evidenced by Instagram’s transformation from Burbn.

2. Behavioral Models Matter: Understanding and applying the Fogg Behavior Model—motivation, ability, and prompt—is crucial for driving desired user actions.

3. Effective Prompts are Multifaceted: Incorporating curiosity, exceptional benefits, simple questions, and unfinished journeys can create powerful prompts that capture attention and encourage interaction.

4. Real-World Impact: Practical applications and case studies demonstrate the tangible benefits of leveraging behavioral science in business strategies.

By dissecting Instagram's strategic pivot through the lens of behavioral science, this episode of Nudge provides valuable insights for entrepreneurs and marketers aiming to foster user engagement and drive business growth.