The Hooked Model and Effective Communication Strategies for Businesses during COVID-19


Hatched by Glasp

Aug 09, 2023

4 min read


The Hooked Model and Effective Communication Strategies for Businesses during COVID-19


In today's competitive market, building habit-forming products and effective communication strategies are crucial for businesses to thrive. One approach that has gained popularity is the Hooked model, which focuses on creating products that prompt users to return repeatedly. Additionally, during the COVID-19 outbreak, businesses need to find effective ways to communicate with their customers. In this article, we will explore the principles of the Hooked model and discuss strategies for communicating with customers during these challenging times.

The Hooked Model:

The Hooked model, developed by Alin Mateescu, aims to create habit-forming products that attract users without relying on costly advertising or aggressive messaging. The model consists of four components: triggers, action, variable reward, and investment.

1. Triggers:

Triggers are essential in getting users to engage with a product. There are two types of triggers - external and internal triggers. External triggers are cues in the environment that prompt users to take action. Internal triggers, on the other hand, tap into users' emotional and psychological needs. By understanding what the user really wants, businesses can create triggers that prompt them to use the product repeatedly.

2. Action:

The action phase focuses on identifying the simplest behavior users can take in anticipation of a reward. By simplifying the desired behavior, businesses can increase the likelihood of users engaging with the product. The goal is to make the action effortless and intuitive, reducing any barriers that may discourage users from taking action.

3. Variable Reward:

The variable reward component aims to create a sense of fulfillment while leaving users wanting more. By providing rewards that vary in nature or intensity, businesses can keep users engaged and motivated to return. This could be achieved through personalized experiences, surprise bonuses, or exclusive content.

4. Investment:

The investment phase involves getting users to invest in the product, increasing the likelihood of them returning. This investment can be in the form of time, effort, or data. By encouraging users to put in a "bit of work" to customize their experience, businesses can create a sense of ownership and commitment, making it harder for users to abandon the product.

Effective Communication Strategies during COVID-19:

During the COVID-19 outbreak, businesses have faced significant challenges in communicating with their customers. Here are some strategies that can help businesses effectively engage with their audience during these uncertain times.

1. Utilize Loyalty Apps and Consumer Engagement Platforms:

Loyalty apps and consumer engagement platforms can be powerful tools for businesses to communicate with their customers. By leveraging these platforms, businesses can offer coupons for future services, provide updates on safety measures, and gather valuable feedback. This not only keeps customers informed but also fosters a sense of loyalty and trust.

2. Leverage Social Channels:

Social media platforms have become vital communication channels for businesses. During the pandemic, it's crucial to utilize social channels to provide real-time updates on business operations, safety protocols, and any changes in services. Additionally, businesses can use these platforms to engage with customers, address concerns, and showcase their efforts to support the community.

3. Offer Rewards for Feedback:

Customer feedback is invaluable, especially during challenging times. Businesses can incentivize customers to provide feedback by offering rewards or discounts. This not only encourages engagement but also helps businesses identify areas for improvement and make necessary adjustments to meet customer needs.

Actionable Advice:

To summarize, here are three actionable pieces of advice for businesses looking to build habit-forming products and effectively communicate during the COVID-19 outbreak:

  • 1. Identify and leverage triggers that tap into users' emotional and psychological needs to prompt them to engage with your product repeatedly.
  • 2. Simplify the desired behavior to make it effortless and intuitive for users to take action, increasing the likelihood of their engagement.
  • 3. Use loyalty apps, consumer engagement platforms, and social channels to offer rewards, gather feedback, and provide timely updates to keep customers informed and engaged.


Building habit-forming products and implementing effective communication strategies are essential for businesses to thrive in today's competitive landscape. By understanding the principles of the Hooked model and leveraging strategies to communicate during the COVID-19 outbreak, businesses can create meaningful connections with their customers, foster loyalty, and adapt to the changing market dynamics.

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