Contagious: Why Do Things Go Viral? - Jonah Berger - Animated Book Review

Summary

In this video, Jonah Berger explores the six key factors that make content go viral. He discusses social currency, which makes people feel special when sharing unique experiences; triggers that link products to habitual behaviors; and emotions that drive engagement, like humor or excitement. Public visibility, practical value, and storytelling also play pivotal roles in creating shareable content. By combining these elements, Berger explains how brands and individuals can craft viral content that spreads organically through social networks, ultimately encouraging others to share and engage.

Takeaways

• 😀 Social currency: People share things that make them feel special or enhance their social status, like the secret bar inside a hot dog restaurant or a mother's heartfelt post.
• 😀 Triggers: Products or ideas linked to everyday experiences (like KitKat with coffee) create habits that remind people to purchase or share, increasing engagement.
• 😀 Emotion: Content that evokes strong positive emotions, like humor or excitement, is more likely to be shared, while sadness or contentment has less viral potential.
• 😀 Public: People tend to adopt things that they see others using, such as Apple's strategy of placing logos outward to promote visibility and attract new users.
• 😀 Practical value: Sharing helpful or informative content, like tips for better sleep, can make individuals appear useful and encourages others to share it.
• 😀 Stories: Stories are more engaging and memorable than facts, making them a powerful tool for spreading content, as seen in Blendtec's viral 'Will It Blend?' campaign.
• 😀 The halo effect: People associate what you talk about with who you are, so the topics you choose to share can impact how others perceive you.
• 😀 Emotionally engaging content is more likely to be shared: Positive emotions (like excitement) create stronger connections, driving viral spread.
• 😀 The LIVESTRONG wristbands and Apple's product logos demonstrate the power of public visibility—when many people use something, it encourages others to try it.
• 😀 Viral content often thrives through word-of-mouth rather than traditional advertising, making storytelling and social sharing key to success.

Q & A

What is 'Social Currency' and how does it affect virality?

Social currency refers to the value people gain by sharing things that make them look good or feel special. When individuals share content that makes them seem knowledgeable or exclusive, it increases the chances of the content going viral, as it offers value to the person sharing it.

Can you provide an example of social currency from the transcript?

An example is the secret bar hidden inside a hot dog restaurant. The exclusivity of the bar creates social currency because people feel special when they can access it, leading them to share the experience with others.

What role do 'triggers' play in viral content?

Triggers are stimuli or associations that remind people of a product or idea. When content is linked to a habitual trigger, such as KitKat being associated with coffee, it increases the likelihood of people thinking about and purchasing the product.

How did KitKat use triggers to increase sales?

KitKat associated their product with coffee in their advertisements, creating a mental link. Whenever people saw coffee, they would think of KitKat, leading to a 33% increase in sales.

Why are positive emotions important for viral content?

Positive emotions, such as excitement or humor, tend to be shared more than neutral or negative emotions. Content that evokes these feelings is more likely to be spread, increasing its viral potential.

What types of emotions are more likely to get content shared?

Excitement, humor, anger, and anxiety are emotions that drive higher levels of content sharing. In contrast, emotions like sadness or contentment are less likely to be shared.

What does the term 'public' mean in the context of virality?

The 'public' principle suggests that when people see others using or engaging with something, they are more likely to try it themselves. The visibility of a product or trend helps fuel its popularity.

How did the LIVESTRONG wristbands use the 'public' principle?

The yellow LIVESTRONG wristbands became popular because people saw others wearing them, which made them want to participate and join the trend. This visibility helped the wristbands gain momentum.

What is the role of practical value in viral content?

Practical value refers to content that is useful to others. When content provides value, such as helpful tips or solutions to problems, people are more likely to share it because it makes them appear helpful.

Can you provide an example of practical value from the transcript?

An example is the 'Sleep Smarter' video series. Content that helps people improve their sleep is more likely to be shared because it offers a direct benefit, making the person sharing it look helpful to their audience.

Why are stories more likely to go viral than simple information?

Stories are more engaging and memorable than dry facts or straightforward information. People are naturally drawn to narratives that capture attention, making them more likely to share them with others.

How did Blendtec use storytelling to market its product?

Blendtec used the 'Will it blend?' campaign, where they blended unusual objects like iPhones in their blenders. This created a story that was easier to talk about and share compared to traditional marketing about the product's features.

What six factors does Jonah Berger identify as key to creating viral content?

Jonah Berger identifies six factors: social currency, triggers, emotion, public, practical value, and stories. These factors help make content shareable, memorable, and likely to go viral.

Why is it important to combine these six principles when creating viral content?

By combining these principles, creators can craft content that resonates with people on multiple levels—emotionally, socially, and practically—while making it easy for others to share and talk about, ultimately leading to virality.