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:
- 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.
- 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.
- Emotion: Content that evokes strong emotions—especially awe, amusement, or anger—is more likely to be passed along. The key is creating emotional resonance.
- Public: Making content visible encourages imitation. Products and ideas that are easily seen are more likely to be adopted and shared.
- Practical Value: People love sharing useful information. Content that offers tips, tricks, or life hacks spreads quickly.
- 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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