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Have you ever asked yourself why certain books, products, or ideas have been so wildly successful? How do items or concepts become viral, and can these success stories be replicated? The book “Contagious: Why Things Catch On” by Jonah Berger provides insight into the psychology of word-of-mouth communication – and how to use this phenomenon to create contagious content, and we're here to share some of its most groundbreaking insights.
1. Social Currency: Boosting Your Brand's Cool Factor
Deep Dive: At its core, social currency is about the inner desire to be admired. Just as people relish exclusive memberships or first access to knowledge, brands that offer this exclusivity find a special place in conversations.
Real-World Example: Think of Apple's early product launches, where owning the latest iPhone is a status symbol.
Actionable Strategy: Make your audience feel they're part of an elite club by offering them first dibs or insider knowledge.
Host exclusive events or webinars.
Collaborate with influencers who align with your brand.
Launch limited-time offers or products to create urgency and exclusivity.
2. Triggers: Making Your Brand a Daily Topic
Deep Dive: The more often people are reminded of your brand in their daily life, the more top-of-mind you become.
Real-World Example: Spotify playlists named after moods or activities, like "Workout" or "Chill," make users think of Spotify during those times.
Actionable Strategy:
Survey your audience to understand their daily habits.
Create content or campaigns around popular culture events or holidays.
Collaborate with non-competing brands to create co-branded content or products.
3. Emotion: Building Genuine Connections
Deep Dive: Emotional content, whether it makes us laugh, cry, or think, is more shareable because it resonates.
Real-World Example: Dove's "Real Beauty" campaign touched many people by challenging beauty standards.
Actionable Strategy:
Share behind-the-scenes looks into your company, showcasing real people and stories.
Address broader themes or social issues that align with your brand's values.
Engage with user-generated content, celebrating your community's stories.
4. Public Visibility: Showcase to Influence
Deep Dive: The more visible your product or brand is in public, the more curiosity it generates. It's the principle of social proof in action.
Real-World Example: TOMS Shoes, with their unique design, not only became a fashion statement but also showcased the buyer's commitment to social causes.
Actionable Strategy:
Design products or packaging that stand out.
Encourage users to share photos of them using your product on social media.
Organize or sponsor public events.
5. Practical Value: Offer Tangible Benefits
Deep Dive: People love and trust brands that add value to their lives—be it through knowledge, savings, or solutions.
Real-World Example: Evernote, as a brand, grew exponentially because it offered a simple solution to a universal problem: organizing information.
Actionable Strategy:
Create content that educates, like how-to guides or tutorials.
Offer loyalty programs or discounts to returning customers.
Collaborate with experts in your field to provide value to your audience.
6. Stories: Crafting a Memorable Narrative
Deep Dive: A captivating story can transform your brand from being just a name to an entity with values, dreams, and a journey.
Real-World Example: LEGO's narrative isn't just about building blocks, but about fostering creativity in every child.
Actionable Strategy:
Share the origin story of your brand.
Let customers be the heroes of your brand story.
Create a content series, like blog posts or videos, that follow a narrative arc.
7. Adaptability: Staying Relevant in a Changing World
Deep Dive: In a rapidly evolving digital landscape, the brands that thrive are those that adapt while staying true to their core values.
Real-World Example: McDonald's introducing healthier menu options in response to changing dietary preferences.
Actionable Strategy:
Regularly survey your audience to understand their evolving needs.
Stay updated with industry trends and innovations.
Engage with your community and let them guide your brand's evolution.
Virality isn't about luck and chance—it's a blend of science, strategy, and soul. It's about understanding your audience, offering genuine value, and building authentic connections. By applying the lessons from "Contagious: Why Things Catch On," any brand, regardless of its size or niche, can resonate deeply and spread widely. Remember: It's not just about being seen, but also about being remembered and cherished.
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Brand-Aid Creative Team