It’s like how a good joke will still be funny even if it’s told by an average person However, Berger’s research shows that contagious content is so viral in itself that it can spread regardless of who is talking about it. In The Tipping Point, Malcolm Gladwell suggests that to create virality, you need the right people to spread the message.to spread from person to person via word-of-mouth. By applying these 6 principles, you can make any content more contagious, i.e. In this book, he shares how he proved/disproved various factors/hypotheses to arrive at the 6 ingredients (STEPPS) behind social contagion. marketing agencies and news websites), and ran experiments to test different content. He collected and analyzed data from many sources (e.g.

in marketing and spent 10 years studying various types of content-ranging from products to articles, political messages and baby names-to uncover what spread and what didn’t. The question is, how can you create contagious content that’s more likely to get passed on via word-of-mouth?īerger holds a Ph.D.

It’s also more targeted since we only share information and stories with people whom we think would be interested in them.

It’s more persuasive since we tend to share both the pros and cons of a product or service candidly, making our recommendations more objective and believable.

Word-of-mouth is more effective than traditional advertising because: These include product reviews, recommendations by friends/colleagues, and so on. Social influences and word-of-mouth drive 20-50% of all purchasing decisions. a free, low-quality YouTube video can still go viral with no advertising. Although these factors are relevant, they don’t tell the full story, e.g.

Most people believe that products and ideas become successful due to 3 factors: quality, price, and advertising. For more details, examples and tips, do get the complete text, infographic and audio summaries for this book. In this Contagious summary, we’ll give a brief overview of the 6 STEPPS. These insights are relevant for anyone who wants to build awareness, spread ideas or grow a customer base more effectively. Why do some products and ideas spread like wildfire while others fail to catch on? In this book, Wharton marketing professor Jonah Berger shares the 6 STEPPS or ingredients for creating viral content that are more likely to spread via word-of-mouth.

John berger contagious