In the realm of marketing and communication, few works have garnered as much attention and acclaim as Jonah Berger’s “Contagious: How to Build Word of Mouth in the Digital Age.” Published in 2013, this book delves into the mechanics of why certain ideas, products, and behaviors catch on while others fade into obscurity. Berger, a marketing professor at the Wharton School of the University of Pennsylvania, draws on extensive research and real-world examples to elucidate the factors that contribute to the virality of content. His insights are not merely theoretical; they are grounded in empirical studies that reveal the psychological and social dynamics at play when people share information.
At the heart of Berger’s thesis is the assertion that contagious content is not a matter of luck or chance but can be systematically created using specific principles. He introduces the STEPPS framework, which stands for Social Currency, Triggers, Emotion, Public, and Practical Value. Each of these elements plays a crucial role in determining whether a piece of content will be shared widely.
By understanding and applying these principles, marketers and communicators can enhance their ability to craft messages that resonate with audiences and encourage sharing. This article will explore each component of the STEPPS framework in detail, providing insights into how they can be leveraged to create compelling and contagious content.
Key Takeaways
- Contagious by Jonah Berger explores the science behind why things catch on and how to create contagious content.
- The STEPPS framework outlines six key principles for creating contagious content: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories.
- Social currency involves making people feel like insiders by sharing exclusive information or knowledge.
- Triggers are cues that make your content top-of-mind and increase the likelihood of it being shared.
- Emotion is a powerful tool for evoking strong feelings in your audience and making your content more shareable.
The STEPPS framework for creating contagious content
The STEPPS framework serves as a blueprint for understanding what makes content shareable. Each element within this framework is interconnected, contributing to a holistic approach to crafting messages that resonate with audiences. By dissecting each component, marketers can gain a clearer understanding of how to create content that not only captures attention but also compels individuals to share it within their networks.
Social Currency is the first element of the STEPPS framework. It refers to the idea that people share things that make them look good or enhance their status among peers. When individuals feel like they possess exclusive knowledge or insights, they are more likely to share that information with others.
For instance, consider the phenomenon of luxury brands. When someone shares a story about acquiring a limited-edition item from a high-end brand, they are not just sharing a purchase; they are also signaling their taste and sophistication to their social circle. This concept can be applied beyond luxury goods; even everyday products can be positioned in a way that makes consumers feel like insiders when they share them.
The second element, Triggers, emphasizes the importance of context in making content memorable. Triggers are cues in our environment that remind us of certain ideas or products. For example, if a particular song is associated with a brand or product, hearing that song can trigger thoughts about it.
Berger illustrates this with the example of peanut butter and jelly sandwiches; when people think about one, they are likely to think about the other due to their common association. Marketers can leverage triggers by creating content that is linked to everyday experiences or widely recognized events, ensuring that their messages remain top-of-mind for consumers.
Social currency: How to make people feel like insiders
Social currency is a powerful motivator for sharing because it taps into our innate desire for social validation and belonging. When individuals perceive that sharing certain information will elevate their status or enhance their image among peers, they are more inclined to do so. This principle can be harnessed in various ways, from crafting exclusive offers to creating content that feels insider or behind-the-scenes.
One effective strategy for leveraging social currency is through storytelling. When brands share compelling narratives that evoke curiosity or intrigue, they create an opportunity for consumers to engage with the content on a deeper level. For instance, consider how brands like Apple often release teaser videos before launching new products.
These teasers generate buzz and excitement, making consumers feel like they are part of an exclusive club privy to insider information. By positioning their products as innovative and cutting-edge, Apple not only enhances its brand image but also encourages consumers to share their excitement with others. Another approach is to create content that encourages user-generated contributions.
When brands invite their audience to participate in challenges or contests, they foster a sense of community and belonging. For example, Coca-Cola’s “Share a Coke” campaign invited consumers to find bottles with their names on them and share photos on social media. This not only made individuals feel special but also encouraged them to share their experiences with friends and followers, amplifying the campaign’s reach.
Triggers: How to make your content top-of-mind
Triggers play a pivotal role in ensuring that content remains relevant and accessible in consumers’ minds. By associating ideas or products with specific cues in the environment, marketers can increase the likelihood that their messages will be recalled at opportune moments. This principle underscores the importance of context in shaping consumer behavior.
To effectively utilize triggers, marketers must identify associations that resonate with their target audience’s daily lives. For instance, if a brand sells coffee, it might consider linking its product to morning routines or specific times of day when people typically crave caffeine. By creating content that aligns with these triggers—such as morning rituals or productivity tips—marketers can ensure that their brand comes to mind when consumers encounter those cues.
Berger provides an illustrative example involving the popular children’s toy, Tickle Me Elmo.
This strategic placement ensured that when parents thought about holiday gifts, Tickle Me Elmo was top-of-mind.
Emotion: How to evoke strong feelings in your audience
Emotions are powerful drivers of human behavior, influencing decisions and actions in profound ways. When content elicits strong emotional responses—whether joy, surprise, anger, or sadness—it becomes more likely to be shared among individuals seeking to connect with others through shared feelings. Berger emphasizes that emotionally charged content is often more memorable and impactful than neutral or bland messaging.
One effective way to evoke emotion is through storytelling that resonates with audiences on a personal level. Brands that share authentic stories about their origins or customer experiences can create a deep emotional connection with their audience. For example, Dove’s “Real Beauty” campaign featured real women sharing their stories about self-esteem and body image issues.
This campaign not only sparked conversations about beauty standards but also resonated emotionally with viewers who could relate to those experiences. Another approach is to leverage humor as an emotional trigger. Humorous content tends to be highly shareable because it elicits laughter and joy—feelings people want to spread among their social circles.
Brands like Old Spice have successfully used humor in their advertising campaigns to create memorable content that resonates with audiences and encourages sharing.
Public: How to make your content visible and easily imitable
The visibility of content plays a crucial role in its potential for virality. When people see others engaging with or sharing specific ideas or products, they are more likely to do so themselves—a phenomenon known as social proof. To maximize visibility, marketers must consider how their content can be made public and easily imitated by others.
One effective strategy is to create shareable formats that encourage replication. For instance, infographics are visually appealing and easy to share across social media platforms. When brands present information in an engaging format that others can easily replicate or adapt, they increase the likelihood of widespread sharing.
Additionally, incorporating hashtags into campaigns can enhance visibility by allowing users to join conversations around specific topics. Berger highlights the success of the ALS Ice Bucket Challenge as an example of public visibility driving virality. The challenge involved participants pouring ice water over themselves and sharing videos on social media while nominating others to do the same.
The public nature of this challenge not only raised awareness for ALS but also created a sense of community among participants who were eager to join in on the fun.
Practical value: How to provide useful information to your audience
Providing practical value is another essential component of creating contagious content. When individuals perceive information as useful or beneficial, they are more likely to share it with others who may also find it valuable. This principle underscores the importance of delivering actionable insights or tips that resonate with audiences’ needs and interests.
One effective way to provide practical value is through educational content that addresses common pain points or challenges faced by consumers. For example, brands in the health and wellness industry often create informative articles or videos offering tips on nutrition, exercise routines, or mental well-being strategies. By positioning themselves as trusted sources of information, these brands not only enhance their credibility but also encourage sharing among individuals seeking solutions.
Another approach is to create how-to guides or tutorials that empower audiences with new skills or knowledge. For instance, beauty brands frequently produce makeup tutorials showcasing different techniques or product applications. These tutorials not only provide practical value but also encourage viewers to share their newfound skills with friends and followers.
Applying the principles of Contagious to your own content marketing strategy
The principles outlined in Jonah Berger’s “Contagious” offer invaluable insights for marketers seeking to create impactful and shareable content. By understanding and applying the STEPPS framework—Social Currency, Triggers, Emotion, Public, and Practical Value—brands can enhance their ability to craft messages that resonate deeply with audiences and encourage widespread sharing. Incorporating these principles into a content marketing strategy requires careful consideration of target audiences and their motivations for sharing information.
Marketers should strive to create content that not only captures attention but also fosters engagement through emotional resonance and practical value. By leveraging social currency and triggers effectively, brands can position themselves as thought leaders within their industries while encouraging organic word-of-mouth promotion. Ultimately, creating contagious content is not merely about going viral; it is about building meaningful connections with audiences through authentic storytelling and valuable insights.
By embracing these principles and continuously refining their approach based on audience feedback and engagement metrics, marketers can cultivate lasting relationships with consumers while driving brand awareness and loyalty.
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