Science of WHY Content Goes Viral - Contagious Book Review + Summary

Summary

In this video, Emma Schirmer Tamir, CEO of Marketing by Emma, delves into the science of virality based on Jonah Berger's book *Contagious*. She outlines six key elements that drive viral content: Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. By understanding how these factors work together, businesses and individuals can create more shareable content. Emma also discusses how these elements apply to real-world examples like Squatty Potty and Stanley's viral mug story. This video provides valuable insights for anyone interested in cracking the code of virality.

Takeaways

• 😀 Virality is scientifically backed, and certain elements make ideas more shareable and likely to go viral.
• 😀 Jonah Berger's book 'Contagious' explains a formula for viral content, which includes six key elements.
• 😀 Social currency is about how sharing an idea or content makes the person sharing look good to others.
• 😀 Triggers are cues that make people think about the idea or content repeatedly, increasing its viral potential.
• 😀 Emotion, particularly high-arousal emotions like awe, excitement, humor, anger, or anxiety, is a key driver of virality.
• 😀 Public exposure is essential for virality; private actions or ideas are less likely to spread without public visibility.
• 😀 Practical value in content, such as offering useful or educational information, encourages people to share it.
• 😀 Stories are crucial for virality, as they help people remember and share ideas more effectively.
• 😀 Stanley's response to a viral story about their product demonstrates how brands can take advantage of viral moments.
• 😀 The book 'Contagious' provides great examples but lacks actionable tools and clear steps for applying these concepts.
• 😀 To create viral content, study successful viral examples and identify how they utilize the six elements, then adapt those strategies to your own ideas or products.

Q & A

What is the main topic of the video?

The main topic of the video is the science behind why certain ideas go viral. The video discusses the six elements that contribute to virality, as explained in the book 'Contagious' by Jonah Berger.

Who is the speaker in the video and what is their background?

The speaker is Emma Schirmer Tamir, the CEO and co-founder of Marketing by Emma. She is passionate about understanding why people make the choices they do, particularly in the context of marketing and virality.

What book does the speaker discuss in the video?

The speaker discusses the book 'Contagious' by Jonah Berger, which explores the science behind why some ideas go viral.

What are the six elements that contribute to an idea's virality, according to Jonah Berger?

The six elements are social currency, triggers, emotion, practical value, public, and stories.

What is meant by 'social currency' in the context of virality?

'Social currency' refers to how sharing an idea or piece of content makes the person sharing it look good or feel good to others. It incentivizes people to share content that reflects positively on them.

How do 'triggers' affect virality?

Triggers are reminders or associations that make people think about the idea regularly. The more frequently an idea is triggered in someone's mind, the higher its potential for virality.

Why are emotions important for virality, and which emotions are most effective?

Emotions play a key role in virality because high-arousal emotions drive people to share content. These emotions can be positive (like excitement or humor) or negative (like anger or anxiety), but both can trigger sharing.

How does the element of 'public' influence virality?

'Public' refers to how visible an idea is. Ideas that are shared in public settings or are visible to others are more likely to go viral. Private actions or content typically have fewer opportunities to be shared.

What role does 'practical value' play in virality?

'Practical value' refers to how useful or helpful the content is. If content provides valuable information or practical tips, people are more likely to share it because it benefits others.

Why are stories important for creating viral content?

Stories are essential for virality because they help people remember and connect with ideas. A story can embed key messages and insights that make the content more engaging and shareable.

Can you give an example of a brand that effectively used storytelling to go viral?

An example is Stanley, which went viral when a woman’s car caught fire, but her Stanley mug remained intact with ice water inside. Stanley’s CEO made a video response offering her a new car, turning it into a powerful story that showcased their product's durability.

What did the speaker think could improve the book 'Contagious'?

The speaker believes that the book could be improved by including more practical tools and clearer steps for applying the concepts of virality. While the book offers great examples, it lacks concrete guidance on how to brainstorm and implement these ideas.

How can someone apply the six steps of virality to their own ideas or products?

To apply the six steps, individuals should study content that has gone viral, identify the elements they used (such as storytelling or emotion), and adapt these elements to their own ideas, products, or services to increase the likelihood of virality.