This Is How To Create Viral Content
Why does some content spread like wildfire across the internet? Inspired by Dr Jonah Berger in his New York Times and Wall Street Journal bestseller Contagious: Why Things Catch On, Jonah has spent over 15 years studying how to get more word of mouth, how social influence works and how it drives products and makes ideas catch on.
Unruly recently hosted a research breakfast with Jonah, who is also a marketing professor at theWharton School at the University of Pennsylvania, where he outlined his 6 key STEPPS that will enable advertisers to craft contagious content.
1. Social Currency
People care about how they look to others. They want to seem smart, cool, and in-the-know. So be sure to find the inner-remarkability (e.g. Will it Blend?) and make people feel like insiders.
2.Triggers
Top-of-mind means tip-of-tongue. So consider the context and grow your habitat so that people are frequently triggered to think about your product or idea. Rebecca Black’s ‘Friday’ music videois a great example of this.
3.Emotion
When we care, we share. Emotional content often goes viral, so focus on feelings rather than function. And kindle the fire using high arousal emotions.
4.Public
Built to show, built to grow. The more public something is, the more likely people will imitate it. Design products and initiatives that advertise themselves (e.g. red bottom shoes) and create some visible behavioural residue.
5.Practical Value
News you can use. Useful things get shared. So highlight incredible value and expertise so that people can easily pass it on.
6.Stories
Information travels under what seems like idle chatter. Stories are vessels – so build a Trojan Horse. Create a narrative or story that people want to tell which carries your idea along for the ride.
Consulting | Advising | Product Marketing
6 年Great share! Ryan Phillips, check this out!
Founder | ex-Samsung, Google, Adobe | Health Sciences @ Columbia University
6 年Great read! Cc: Dylan Berkenfeld