Author: Jonah Berger
Year of Publication: 2013
Type of Book: Non-fiction / Marketing
Why Do Things Go Viral? Insights from Jonah Berger’s "Contagious"
Since I entered my 20s, a whirlwind of questions has spun through my head. How does the world tick? Why do some things go viral while others fade into obscurity? With the rise of Reels, Artificial Intelligence, and a constant buzz of trending topics, it's easy to feel overwhelmed by the sheer volume of content shared every second. This curiosity led me to pick up Contagious by Jonah Berger, a book that delves into the mechanics of building word of mouth in the digital age. Here are some key takeaways and insights from this fascinating read.
The Power of Human Behavior and Sharing
Human behavior is at the core of why things go viral. One of the intriguing insights from Contagious is that people share interesting news to appear interesting themselves. If something is top of mind, it's more likely to be shared. Think about it: when was the last time you shared a piece of news or a funny meme? Odds are, you did it to spark a reaction or start a conversation. Berger emphasizes that customers need to feel a connection; they need to care about what you're sharing. Once they care, they're more likely to share.
Social Currency: Making People Feel Richer, Smarter, and Cooler
The concept of social currency is fascinating. It's about making people feel good about themselves. When people feel they have insider knowledge or something valuable to share, they gain social currency. This could be a trendy new restaurant, a groundbreaking app, or a hilarious video. Building social currency involves creating triggers and tapping into emotions. If you can make your audience feel richer, smarter, or cooler, you're on the right track.
The STEPS Framework
Berger introduces the STEPS framework, a powerful tool for building word of mouth. Here's a breakdown:
Social Currency: People talk about things that make them look good. Think of it as the social media equivalent of wearing designer clothes.
Triggers: Things that are top of mind are more likely to be shared. For instance, KitKat’s "Have a break, have a KitKat" aligns perfectly with coffee breaks.
Emotion: Emotions drive action. Both positive and negative emotions can prompt sharing, but not all negative emotions work. Anxiety and excitement can spur people into action, while sadness can lead to inactivity.
Public: Making things more observable makes them easier to imitate. If something is visible, it’s more likely to be shared.
Practical Value: People share useful information to help others. Tips, hacks, and how-to guides fall into this category.
Stories: People don't just share information; they tell stories. Great stories are like Trojan horses, carrying information within them.
Game Mechanics and Publicizing Achievements
Game mechanics are all about leveraging people's desire for achievement and recognition. Social media platforms like LinkedIn, Facebook, and Instagram use similar mechanics to keep us hooked. The number of likes, shares, and comments we receive fuels our desire for more. By publicizing achievements and creating visible metrics, businesses can amplify word of mouth.
Scarcity and Exclusivity
We all want what we can't have. Scarcity and exclusivity increase desirability. Think about luxury brands like Hermès, where limited availability makes their products even more coveted. When something is exclusive, it feels more valuable. This concept taps into behavioral economics, where the rule of 100 and prospect theory come into play. The rule of 100 states that discounts framed as percentages are more appealing when under $100, while absolute numbers work better over $100. Prospect theory helps in understanding how people evaluate potential losses and gains, making discounts and offers more effective.
Emotions Drive Actions
Emotions are powerful drivers of action. Both positive and negative emotions can prompt people to act, but not all negative emotions have the same effect. For instance, sadness often leads to inaction, while anxiety or anger can spur people into movement. This is why horror movies can be so gripping—they trigger anxiety and excitement, keeping viewers on the edge of their seats. Similarly, a well-placed ad during a gym session can motivate someone to push harder, leveraging the anxiety of not meeting fitness goals.
Cutting Through the Clutter
In a world full of noise, standing out is crucial. Unique approaches and constant reminders help keep brands top of mind. Consider KitKat's brilliant alignment with coffee breaks or Pringles' distinctive packaging in a tube. These strategies not only make the products memorable but also keep them relevant in everyday conversations.
Practical Applications and Real-World Examples
Berger's insights are not just theoretical; they have real-world applications. Take the example of Apple's product launches. The scarcity of their new releases, combined with their loyal fan base and high social currency, creates massive word of mouth. Similarly, the ALS Ice Bucket Challenge went viral because it tapped into social currency (people showing they care), triggers (summer heat), emotions (fun and charitable cause), and public visibility (videos shared on social media).
Another great example is the success of Dollar Shave Club. Their humorous, relatable video ad resonated with a wide audience, offering practical value (affordable razors) and a strong story, making it highly shareable.
Final Thoughts
Contagious by Jonah Berger is a must-read for anyone interested in understanding the mechanics of why things go viral. It provides a clear, actionable framework that can be applied to various contexts, from marketing campaigns to personal branding. By leveraging social currency, triggers, emotion, public visibility, practical value, and storytelling, you can create content that not only stands out but also spreads like wildfire.
In this age of digital noise, understanding what makes content shareable is invaluable. So, if you're curious about why some things catch on while others don't, grab a copy of Contagious and dive into the fascinating world of viral content.
What are your thoughts on why things go viral? Have you noticed any patterns in the content you share or see others sharing? Drop your comments below! 😊📚✨
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