In Contagious, Jonah Berger delves into the science behind why certain ideas, products, and messages go viral, offering actionable insights for creating content that sparks word-of-mouth buzz. Drawing on extensive research and real-world examples, Berger introduces the STEPPS Framework, a six-part formula for crafting content that people love to share:

  1. Social Currency: People share things that make them look good or knowledgeable. Brands should create content that taps into this desire for status and exclusivity.
  2. Triggers: Associating content with everyday cues increases its likelihood of being shared. A message tied to a familiar environment or routine sticks in people’s minds.
  3. Emotion: Content that evokes strong emotions—especially awe, amusement, or anger—is more likely to be passed along. The key is creating emotional resonance.
  4. Public: Making content visible encourages imitation. Products and ideas that are easily seen are more likely to be adopted and shared.
  5. Practical Value: People love sharing useful information. Content that offers tips, tricks, or life hacks spreads quickly.
  6. Stories: A great narrative acts as a Trojan Horse for your brand message, embedding it within a compelling, shareable story.

Berger emphasizes that virality isn’t random but a result of deliberate strategies that tap into human psychology and behavior. Contagious provides marketers, entrepreneurs, and creators with a blueprint for designing campaigns, products, and ideas that resonate deeply and inspire action.

Whether you’re trying to grow your business, spread an idea, or make your message stick, Contagious is a must-read for mastering the art of viral marketing.

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