One powerful tool that encourages users to keep returning to the platform is the feedback loop. A feedback loop in a platform may take various forms, all of which serve to create a constant stream of self-reinforcing activity. In the typical feedback loop, a flow of value units is that generates a response from the user. If the units are relevant and interesting, the user will be drawn to the platform repeatedly, generating a further flow of value units and facilitating more interactions. Effective feedback loops help to swell the network, increase value creation, and enhance network effects.
