Have you ever wondered why some products or ideas become incredibly popular and others don’t? In “Contagious: Why Things Catch On,” Jonah Berger explores this phenomenon and offers six STEPPS that make a message contagious.
These include Social currency, Triggers, Emotion, Public, Practical Value, and Stories.
In this article, we will outline and discuss each chapter of this book and the key takeaways from each chapter. Let’s go!
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“Contagious content is like a virus, spreading from consumer to consumer and resonating with them along the way.”
Chapter 1: Social Currency
Do you want your product or idea to go viral? Then, according to Berger, you need to focus on social currency. People share content that makes them look good or feel better about themselves. This means that you need to create a sense of exclusivity around your product or idea.
If people feel like they are part of a select group, they will be more likely to share it with others. This is the reason why word of mouth is among the most effective means of advertising. In fact, it is the primary factor behind 20–50 percent of all purchasing decisions.
The question is, “how does mentioning a thing or a concept make people feel?” Generally, most people prefer to appear cool, intelligent, and wealthy, rather than foolish, poor, and geeky. That’s why we believe that the way we dress and what we drive affect how others perceive us. It’s a unit of societal value.
People appear knowledgeable and sharp when they are aware of interesting things, like a blender that can destroy an iPhone. Therefore, in order to get people talking, you need to create messages that aid in the formation of the intended impressions.
To make people feel like insiders, you must discover your innate remarkability. You must use game mechanics to provide people with opportunities for success and have obvious status symbols that they can display to others.
“We share things that make us look good…If something makes us feel like insiders, we’re more likely to share it.”
Chapter 2: Triggers
Do you struggle to keep your product or idea top of mind for your customers? How do you remind people to talk about your product or idea? Triggers are the answer. Triggers are stimuli that cause individuals to consider associated ideas. These are cues that remind people of your product or idea. Think of how jelly and peanut butter have similar associations, as do dogs and cats.
By creating triggers that are associated with your brand, you can keep your product or idea top of mind for your customers. For example, if you sell coffee, create a trigger like “a cup of coffee to start your day” that people will associate with your brand.
If you see the Youtube logo, Mr. Beast, Good Mythical Morning, or PewDiePiemay come to mind because they have associated themselves deeply into the Youtube community.
People frequently discuss whatever comes to mind, so the more frequently a product or concept is considered, the more frequently it will be discussed. By designing and connecting your products and ideas to common cues in the environment, you can develop new triggers to bring your product and idea to mind.
“Top of mind leads to tip of tongue…Triggers are stimuli that prompt us to think about related things.”
Chapter 3: Emotion
We contribute when we are caring. In other words, when we care, we share. So how can you create concepts and messages that elicit emotions in others?
Content that is naturally contagious usually elicits some type of feeling. For example, curiosity may be invoked by blending an iPhone (what else will blend?). Anger may arise with a possible tax increase.
It is common to share emotional information. So then, you should pay attention to emotions more than function.
However, the same is true from the opposite perspective. While some feelings encourage sharing, others do the opposite. Thus, you must choose the appropriate feelings to arouse. Even unfavorable feelings can occasionally be beneficial when kindled properly.
“Create emotional content that resonates with your audience. If your content makes people feel something, they will be more likely to share it with others.”
Chapter 4: Public
Do you want your product or idea to gain traction? Then you need to make it public. Public visibility creates social proof and increases the likelihood that others will adopt your product or idea.
The question is: “Can people see when other people use your goods, or behave in the way we want them to?”
Making something more visible makes it simpler for others to copy it, which increases its likelihood of becoming popular. The adage, “Monkey see, monkey do” catches more than just people’s propensity for copying others.
It also demonstrates the difficulty of copying something you cannot see. Therefore, you must broaden the audience for your concepts and products.
Design initiatives and products that promote themselves and leave ‘behavioral residue’ behind even after consumers have purchased them.
“Highlight the popularity of your product or idea. If people see that others are using it, they will be more likely to try it themselves.”
Chapter 5: Practical Value
Want to make your content useful and shareable? Practical value is the key. People share content that provides them with practical tips, advice, or information.
The question becomes, “How can you create material that appears useful? People like to lend a hand, so if you can demonstrate to them how your services or solutions will enhance their health, save them money, or both, they’ll share the word. However, you must make your message stick out in light of the information overload that people are experiencing.
The secret lies in comprehending what makes a specific offer seem so appealing. Emphasize the extraordinary worth of what you provide, both financially and otherwise; and then, package your knowledge and experience so that others can use it and benefit from it.
“Provide practical value to your audience. Share tips and advice that help people solve their problems or achieve their goals.”
Chapter 6: Stories
Nothing sticks in our minds more than a good story. We connect to narrative, which is what your product or idea must have: a good story that drives it. Stories can be used to create emotional connections with your audience, but also provide moral and informative value.
Information travels under what appears to be an idle conversation. So then, you must embed the message of your product or idea into a story that people want to tell in their everyday conversation.
“Use storytelling to convey your brand’s message. Create a story around your product or idea that resonates with your audience.”
Overall, “Contagious: Why Things Catch On” is an excellent resource for anyone looking to create viral content. By understanding and applying the six STEPPS, you can create content that resonates with your audience and increases the likelihood of it being shared.
Try incorporating these insights into your business strategy today, and see if your content can’t go viral!