In the age of digital marketing, understanding what makes content go viral is invaluable. Jonah Berger’s book, Contagious: How to Build Word of Mouth in the Digital Age, offers profound insights into why certain ideas, products, and behaviors catch on. By diving into the science of virality, Berger provides actionable strategies that can help marketers create content that spreads like wildfire. This article will explore the six key takeaways from the book, offering a guide to applying these principles in your marketing efforts.

1. Social Currency: Making Your Audience Look Good

One of the central concepts in Berger’s book is social currency. People share things that make them look good, smart, or in-the-know. Social currency is akin to the value we gain from sharing things that enhance our status. Just as money allows us to buy goods and services, social currency helps us achieve social goals like being liked, respected, and valued.

For instance, Dropbox’s early invite-only strategy created a sense of exclusivity. Users felt special for having early access and were eager to share this privilege with others, thus increasing Dropbox’s visibility. To apply this in your marketing strategy, think about how your product or content can make your audience feel exclusive or in-the-know. This could involve offering early access, insider tips, or exclusive content that users are motivated to share.

2. Triggers: Staying Top-of-Mind

Triggers are environmental cues that remind people to talk about your product or idea. Berger emphasizes that the more often people are reminded of your product in their daily lives, the more likely they are to discuss it.

Consider the slogan, “Have a break, have a Kit Kat,” which cleverly associates taking a break with eating a Kit Kat. This simple connection ensures that whenever someone thinks of taking a break, Kit Kat comes to mind. To create effective triggers, identify common situations or activities in your target audience’s lives and link your product to these moments. Whether through strategic marketing messages or partnerships, the goal is to embed your product in everyday experiences, making it a natural topic of conversation.

3. Emotion: Evoking High-Arousal Emotions

Berger’s research highlights that content eliciting high-arousal emotions—such as awe, excitement, amusement, anger, or anxiety—is more likely to be shared. Emotion plays a crucial role in driving people to take action. The more intense the emotion, the more likely people are to share the content.

For example, inspiring stories of human achievement or resilience often go viral because they evoke strong emotions like awe and admiration. To leverage emotional appeal in your content, focus on creating stories or messages that tap into these high-arousal emotions. Whether it’s through a moving narrative, a hilarious video, or a provocative opinion, content that stirs strong emotions is more likely to be shared and discussed.

4. Public: Enhancing Visibility

Making your product or idea more visible increases its likelihood of being talked about. Berger introduces the concept of public observability—the idea that when people see others using or talking about something, they are more likely to do the same.

A great example of this is the “Livestrong” wristbands, which were not only symbols of support but also visible indicators of participation in a cause. Their bright yellow color made them stand out, turning each wearer into a walking advertisement. To apply this principle, design your product or campaign to be highly visible. Encourage your audience to showcase their involvement with your brand through social media, branded merchandise, or unique packaging. The more public your product is, the more it will spark conversations and encourage others to join in.

5. Practical Value: Offering Useful Information

People love to share content that offers practical value because it helps others and enhances their reputation as knowledgeable and helpful. According to Berger, practical content is among the most shared types of content.

For example, articles offering tips or advice, such as “10 Tips to Save Money on Your Energy Bill,” are likely to be shared widely because they provide direct, actionable benefits. To create content with practical value, focus on solving problems, offering useful tips, or providing insights that your audience can easily apply. Ensure that the content is easy to understand and share, so people are motivated to pass it along to others who might benefit.

6. Stories: Crafting a Compelling Narrative

Humans are naturally drawn to stories, making them powerful tools for conveying information. Stories simplify complex ideas, create emotional connections, and are inherently shareable.

The story of Jared Fogle losing weight by eating Subway sandwiches is a prime example of how a compelling narrative can become a powerful marketing tool. It was simple, relatable, and easy to share, making it highly effective. To incorporate storytelling in your marketing, think about the story behind your product or brand. Share customer success stories, the journey of creating your product, or impactful experiences related to your service. A well-crafted story can make your message more engaging, memorable, and shareable.

Conclusion

Jonah Berger’s Contagious: How to Build Word of Mouth in the Digital Age offers a blueprint for creating viral content and products. By leveraging social currency, triggers, emotion, public observability, practical value, and stories, you can craft messages that people naturally want to share. These strategies provide a robust framework for anyone looking to boost their brand’s visibility and influence through word-of-mouth marketing.

By understanding and applying these principles, you can create content that not only resonates with your audience but also compels them to spread the word, amplifying your reach and impact in the digital age.