Have you ever wondered why some videos get millions of views in just a few hours, while thousands of others disappear without a trace? Or why the names of some brands and products become household names, while the advertisements for others have no impact at all?
These questions reveal a secret that marketers, especially in the digital media age, are always seeking an answer to. Jonah Berger, a marketing expert and professor at the University of Pennsylvania, addresses this very question in his book, Contagious: How to Build Word of Mouth in the Digital Age. Drawing on detailed scientific research, he explains why some things catch on and become the talk of the town, while others are ignored.
Berger scientifically clarifies that "going viral," or the rapid spread of ideas, is not random but is driven by a set of specific principles and factors. The core of his book argues that the most powerful form of marketing isn\\'t television commercials or street billboards, but "Word of Mouth." We trust a friend more than an expensive advertisement. The key question is: How can you make people willingly talk about your product or idea? To answer this, Berger developed a simple yet effective six-point model called STEPPS, which is an acronym for six key principles for creating "contagious" content.
1 - Social Currency We as humans like to appear smart, informed, and unique. When we share something, we subconsciously want to create a good impression of ourselves. Berger says that if you want people to talk about you, you must provide them with "social currency." For example, exclusive information, a secret discount, or membership in a private club all make people feel special and want to share it with their friends to show that they are "in the know."
2 - Triggers Ideas or topics that are top-of-mind are more likely to be talked about. The key is to link your idea to everyday things that people constantly see or do. For instance, if you can make people think of your product every time they drink coffee, it will be naturally and continuously remembered. This ensures the idea always stays in the consumer\\'s mind.
3 - Emotion Content that evokes emotions (like joy, surprise, anger, or anxiety) is more likely to be shared. As Berger says, "When we care, we share." This is the motto of this section. It’s important that your content isn\\'t just dry information but can capture and stir the emotions of the viewer or reader.
4 - Public Humans tend to imitate. If we see people doing something, we are more likely to do it too. Therefore, you must make the use of your product or belief in your idea something "visible" and "public." When people use it, others see it and are encouraged to imitate them. For example, the Apple logo on laptops is a living example of this point. They make private use a form of free public advertising.
5 - Practical Value People like to help one another. If you create content that contains useful and practical information (like tips for solving a problem, clever advice, or a way to save money), people will happily share it with their friends because they feel they are doing something good and beneficial for them.
6 - Stories Ideas and information are better transmitted when told through a story. Humans love storytelling, not the presentation of dry data. The cleverness here is to make your idea or product an inseparable part of the story, so that the story cannot be told without mentioning you. The story behind your marketing is like a "Trojan Horse" that carries your message hidden inside.
In conclusion, Contagious is not just a theoretical book but a practical guide for anyone who wants their message to be heard by the world. By understanding human psychology and applying these six principles, we can make people themselves become the carriers of our ideas.
