Contagious: How to Build Word of Mouth in the Digital Age
"Contagious: How to Build Word of Mouth in the Digital Age" by Jonah Berger is a captivating exploration of the psychology behind viral content and the principles that drive word-of-mouth marketing. In this review, we delve into the book's insights and examples to uncover actionable strategies for creating contagious content.
The Power of Social Currency:
Berger introduces the concept of social currency, where people share things that make them look good to others. He outlines six key drivers of social currency: remarkability, game mechanics, triggers, emotion, public visibility, and practical value.
Example:
The ALS Ice Bucket Challenge became a viral sensation by leveraging social currency. Participants shared videos of themselves dumping buckets of ice water over their heads to raise awareness and donations for amyotrophic lateral sclerosis (ALS) research, showcasing their altruism and social consciousness.
Triggers:
Triggers are stimuli that prompt people to think about related things and take action. Berger explains how to create triggers that keep your brand top of mind and increase the likelihood of word-of-mouth transmission.
Example:
The phrase "Got Milk?" became a highly effective trigger for the California Milk Processor Board's advertising campaign. By associating milk consumption with everyday scenarios, the campaign increased sales and sustained long-term brand awareness.
Emotional Resonance:
Emotion plays a significant role in shaping human behavior and decision-making. Berger explores how content that evokes emotions like awe, excitement, or anger is more likely to be shared.
Example:
Dove's "Real Beauty Sketches" campaign struck a chord with audiences by highlighting women's insecurities about their appearance and promoting a message of self-acceptance. The emotional resonance of the campaign sparked widespread discussion and sharing on social media platforms.
Practical Value:
Content that provides practical value or useful information is highly shareable because it helps people solve problems or improve their lives in some way.
Example:
BuzzFeed's recipe videos offer practical value by presenting easy-to-follow instructions for making delicious meals and snacks. These videos are widely shared on social media, appealing to viewers looking for meal inspiration and cooking tips.
"Contagious" is a treasure trove of insights for marketers, entrepreneurs, and anyone looking to create content that captures attention and drives word-of-mouth marketing. By understanding the principles outlined in the book and applying them creatively, you can increase the virality of your ideas and propel your brand to new heights of success in the digital age.
