Summary
"Contagious" by Jonah Berger is a book that delves into the psychology of why things become popular and how we can use these insights to make our ideas, products, or messages contagious.
The book is set in the context of marketing and advertising, but its principles can be applied to any field where the goal is to spread a message or idea. Berger explores the idea of "virality" and why some things catch on while others don't, debunking the common belief that virality is simply a matter of luck.
Berger identifies six key principles that make an idea or product contagious: social currency, triggers, emotion, public, practical value, and stories. He provides real-life examples and case studies to illustrate how these principles have been applied successfully in various contexts.
Overall, the book is a compelling read that provides actionable insights for anyone looking to increase the likelihood that their message will be shared and remembered.
The book is set in the context of marketing and advertising, but its principles can be applied to any field where the goal is to spread a message or idea. Berger explores the idea of "virality" and why some things catch on while others don't, debunking the common belief that virality is simply a matter of luck.
Berger identifies six key principles that make an idea or product contagious: social currency, triggers, emotion, public, practical value, and stories. He provides real-life examples and case studies to illustrate how these principles have been applied successfully in various contexts.
Overall, the book is a compelling read that provides actionable insights for anyone looking to increase the likelihood that their message will be shared and remembered.
Key ideas
1. Social Currency - People share things that make them look good to others.
Example: The Philadelphia Cheesesteak Challenge. Pat's King of Steaks in Philadelphia created a challenge where customers can eat three steak sandwiches (with or without onions) in 45 minutes, with a chance to win $10,000. The challenge gained popularity because it made people look cool and impressive to their friends if they could complete it.
2. Triggers - People are more likely to talk about things that are top-of-mind.
Example: The Mars Rover landing. NASA's Mars Rover landing dominated the news cycle, and this led to a higher prevalence of conversations about space and exploration. This, in turn, made it more likely for people to share stories and news articles related to space exploration.
3. Emotion - People are more likely to share things that evoke emotions.
Example: The "Dumb Ways to Die" campaign. The public transportation authority in Melbourne, Australia, created a video that used a catchy tune and cute cartoon characters to illustrate the dangers of being careless around trains. The video quickly went viral because it evoked an emotional response in people.
4. Public - People are more likely to imitate behaviors and ideas that they see the public doing.
Example: The "Ice Bucket Challenge." The challenge involved dumping a bucket of ice water over one's head and challenging others to do the same to raise awareness for ALS. The challenge went viral as people saw their friends, family, and even celebrities taking part.
5. Practical Value - People share things that have practical value and can help others.
Example: The "Will it Blend?" campaign. Blendtec, a blender manufacturer, created a series of videos showing their blenders blending everyday items like iPhones and golf balls. These videos went viral because they provided practical value - viewers could see how well the blender worked and if it was worth purchasing.
6. Stories - People share stories that grab their attention and resonate with them.
Example: The "Dove Real Beauty Sketches" campaign. The campaign featured a forensic sketch artist drawing women for a study on beauty. The resulting sketches were compared to how the women themselves saw their beauty. The video went viral because it told a compelling story that resonated with many women.
Example: The Philadelphia Cheesesteak Challenge. Pat's King of Steaks in Philadelphia created a challenge where customers can eat three steak sandwiches (with or without onions) in 45 minutes, with a chance to win $10,000. The challenge gained popularity because it made people look cool and impressive to their friends if they could complete it.
2. Triggers - People are more likely to talk about things that are top-of-mind.
Example: The Mars Rover landing. NASA's Mars Rover landing dominated the news cycle, and this led to a higher prevalence of conversations about space and exploration. This, in turn, made it more likely for people to share stories and news articles related to space exploration.
3. Emotion - People are more likely to share things that evoke emotions.
Example: The "Dumb Ways to Die" campaign. The public transportation authority in Melbourne, Australia, created a video that used a catchy tune and cute cartoon characters to illustrate the dangers of being careless around trains. The video quickly went viral because it evoked an emotional response in people.
4. Public - People are more likely to imitate behaviors and ideas that they see the public doing.
Example: The "Ice Bucket Challenge." The challenge involved dumping a bucket of ice water over one's head and challenging others to do the same to raise awareness for ALS. The challenge went viral as people saw their friends, family, and even celebrities taking part.
5. Practical Value - People share things that have practical value and can help others.
Example: The "Will it Blend?" campaign. Blendtec, a blender manufacturer, created a series of videos showing their blenders blending everyday items like iPhones and golf balls. These videos went viral because they provided practical value - viewers could see how well the blender worked and if it was worth purchasing.
6. Stories - People share stories that grab their attention and resonate with them.
Example: The "Dove Real Beauty Sketches" campaign. The campaign featured a forensic sketch artist drawing women for a study on beauty. The resulting sketches were compared to how the women themselves saw their beauty. The video went viral because it told a compelling story that resonated with many women.
Quotes
1. "Virality isn't born, it's made."
2. "People don't just talk online, they share."
3. "Social influence is not about getting people to do what you want, it's about getting them to want what you want."
4. "Triggers are reminders to talk about what you want people to talk about."
5. "It's not the message, it's the messenger."
6. "Making things more public makes them more likely to be seen, and more likely to be imitated."
7. "To get contagious, focus on emotion, not just information."
8. "The easier something is to understand, the easier it is to spread."
9. "Practical value makes things more likely to be shared."
10. "Stories are vessels that carry ideas."
2. "People don't just talk online, they share."
3. "Social influence is not about getting people to do what you want, it's about getting them to want what you want."
4. "Triggers are reminders to talk about what you want people to talk about."
5. "It's not the message, it's the messenger."
6. "Making things more public makes them more likely to be seen, and more likely to be imitated."
7. "To get contagious, focus on emotion, not just information."
8. "The easier something is to understand, the easier it is to spread."
9. "Practical value makes things more likely to be shared."
10. "Stories are vessels that carry ideas."
Action items
1) Social Currency - People love to share stories that make them look good. By emphasizing the exclusive benefits of your product or service, you can create a sense of social currency that encourages people to share it with others.
- Offer people something special or exclusive that they can share with their friends or followers. This could be a discount code, a sneak peek at upcoming products, or access to a members-only club or community.
- Emphasize the exclusivity of the offer and what it says about the people who share it. Highlight how it makes them look knowledgeable, successful, or part of an elite group.
2) Triggers - The more frequently people are reminded of your product or service, the more likely they are to talk about it. By tying your offering to natural, everyday triggers, you can increase the chances of being top-of-mind when people are looking for something to share.
- Think about the context in which people typically use or talk about your product, and find ways to tie it to those situations or events. For example, if your product is a breakfast cereal, you might tie it to waking up in the morning or to weekend brunches.
- Create clear and memorable associations between your product and these triggers, through advertising, branding, or marketing campaigns.
3) Emotion - People are more likely to share content that elicits strong emotions like awe, humor, anger, or sadness. By creating stories or experiences that tap into these emotions, you can increase the chances of your content being shared widely.
- Identify the core emotional drivers behind your product or brand, and find ways to tell stories or create experiences that tap into those emotions. For example, if your brand is associated with adventure or risk-taking, you might create content that makes people feel excited or exhilarated.
- Make sure your content elicits genuine emotions, rather than just using surface-level tactics like clickbait headlines. Authenticity is key to building a lasting emotional connection with your audience.
4) Public - People are more likely to share content when they see others doing it too. By creating content that is visible in public spaces, or that promotes a sense of belonging to a wider community, you can increase the chances of it being shared widely.
- Find ways to make your content or brand visible to people in public spaces. This could be through billboards, events, social media posts, or other forms of public advertising.
- Emphasize the social and communal aspects of your product or brand. Highlight how it brings people together or creates a sense of belonging to a wider community.
5) Practical Value - People are more likely to share content that is useful or practical, rather than just entertaining. By offering practical value or information that solves a problem or meets a need, you can increase the likelihood of your content being shared.
- Identify the practical needs or problems that your target audience faces, and find ways to provide useful solutions or information that addresses these needs. For example, if your product is a home renovation tool, you might create content that offers tips on DIY home repairs or decorating.
- Make sure your content is genuinely useful and practical, rather than just promotional or sales-oriented. Building trust and credibility with your audience is key to creating content that is shared widely.
- Offer people something special or exclusive that they can share with their friends or followers. This could be a discount code, a sneak peek at upcoming products, or access to a members-only club or community.
- Emphasize the exclusivity of the offer and what it says about the people who share it. Highlight how it makes them look knowledgeable, successful, or part of an elite group.
2) Triggers - The more frequently people are reminded of your product or service, the more likely they are to talk about it. By tying your offering to natural, everyday triggers, you can increase the chances of being top-of-mind when people are looking for something to share.
- Think about the context in which people typically use or talk about your product, and find ways to tie it to those situations or events. For example, if your product is a breakfast cereal, you might tie it to waking up in the morning or to weekend brunches.
- Create clear and memorable associations between your product and these triggers, through advertising, branding, or marketing campaigns.
3) Emotion - People are more likely to share content that elicits strong emotions like awe, humor, anger, or sadness. By creating stories or experiences that tap into these emotions, you can increase the chances of your content being shared widely.
- Identify the core emotional drivers behind your product or brand, and find ways to tell stories or create experiences that tap into those emotions. For example, if your brand is associated with adventure or risk-taking, you might create content that makes people feel excited or exhilarated.
- Make sure your content elicits genuine emotions, rather than just using surface-level tactics like clickbait headlines. Authenticity is key to building a lasting emotional connection with your audience.
4) Public - People are more likely to share content when they see others doing it too. By creating content that is visible in public spaces, or that promotes a sense of belonging to a wider community, you can increase the chances of it being shared widely.
- Find ways to make your content or brand visible to people in public spaces. This could be through billboards, events, social media posts, or other forms of public advertising.
- Emphasize the social and communal aspects of your product or brand. Highlight how it brings people together or creates a sense of belonging to a wider community.
5) Practical Value - People are more likely to share content that is useful or practical, rather than just entertaining. By offering practical value or information that solves a problem or meets a need, you can increase the likelihood of your content being shared.
- Identify the practical needs or problems that your target audience faces, and find ways to provide useful solutions or information that addresses these needs. For example, if your product is a home renovation tool, you might create content that offers tips on DIY home repairs or decorating.
- Make sure your content is genuinely useful and practical, rather than just promotional or sales-oriented. Building trust and credibility with your audience is key to creating content that is shared widely.