The book Contagious by Jonah Berger explores how ideas spread and why some people are more susceptible than others.
The central question raised by this essay, as implied by the title “Contagious,” appears to be whether we should let social media influencers decide what content becomes viral rather than diverting our attention to other issues. Furthermore covered by Berger is the reason why some people will always have more sway than others.
According to Berger, certain people will always have greater influence than others. Influencers ruled social media in this manner. The problem with influencers is that when they work together, they frequently fail to see the importance of a company’s message. As a result, when launching a campaign for their business, marketers shouldn’t concentrate all of their efforts in one area.
This book’s six guiding principles explain how to persuade others to share your thoughts and how to do it. By connecting with their target audiences on a deeper level rather than relying on popular media, anyone may increase their client base by using these straightforward yet effective insights. The six guidelines are also simple to recall:
- It’s called “social currency”
- Causing factors
- Emotions
- The general public
- Value on a practical level
- The following: Stories
The foremost authority on marketing, Jonah Berger, has written extensively on the subject. His writings may be found in books like Catalyst and How Ideas Spread, where he covers subjects like consumer behaviour and why certain ideas succeed while others fail. He has also appeared in articles for periodicals including the Harvard Business Review and the New York Times.
In addition to being a marketing specialist, Berger teaches marketing at the University of Pennsylvania. He teaches the best-rated online course at the institution here. Companies like Nike, Apple, and Google have tapped into his expertise for their own initiatives to better understand client wants.
Contagious Ideas Come from Careful Preparation
While some goods are destined to be successful, success is frequently the result of deft planning and deliberate design. Philadelphia’s Barclay Premier Steakhouse is a superb illustration of this idea.
One addition to the menu, a $100 cheesesteak made with Kobe beef, lobster tail, and black truffles and served with champagne, helped the restaurant become more well-known. The goal of this product was to create an amazing experience that consumers wouldn’t want to miss.
It was successful because Philadelphia is known for its cheesesteaks, and customers were curious as to what made the cheesesteak so expensive. After it made the news, famous people stopped by for a meal.
They continued to frequent the restaurant despite the exorbitant cost because of their enjoyable eating experience. Hence, while popular concepts, goods, and behaviors are not always easily spread, popularity can result from deft planning and deliberate design.
More Crucial Than Most People Know Is Word of Mouth
Even a carefully thought-out and purposeful advertising campaign cannot guarantee success. To succeed, your idea needs a few additional factors.
Word of mouth is one of those things.
Even though it occurs largely online, word-of-mouth marketing is still effective. Even the smallest, most inconsequential internet exchanges create a stir. According to research, one-quarter of all of our purchases are the result of recommendations.
The fundamental factor is that people favor and respect their own thoughts over commercials. It’s simpler to hear about a friend’s experiences, whether positive or negative, and then form our own opinions about the item. Yet that doesn’t imply we should fully abandon advertising. That just implies including it in your marketing toolkit.
Individuals share things that enhance their appearance.
Sharing things that make us feel or look beautiful is an age-old idea. One study found that sharing, whether it be personal opinion or insider knowledge, had the same impact on our brains as receiving money or food.
Another type of social currency is sharing. It buys the interest and favour of those around us, which means that if we share more, others will like us more. And many people take advantage of social currency since it is so strong.
Berger provides a great illustration in his book Contagious: Please Don’t Tell. a classy New York bar where patrons enter through a hidden door. It creates the impression that they are a vital and exclusive component of something else.
Snapple is another business that takes advantage of social currency through game dynamics. They print trivia on the inside of each bottle cap for their iced tea. Individuals who purchase Snapple bottles read these comments and pass them along to others in an effort to appear knowledgeable. They share the name of the brand while also using this to start conversations.
Some Concepts and Goods Are Activating
Some concepts and items do trigger people. And no, it won’t bring up old traumas that haven’t been dealt with.
Ideas that spread quickly cause associations with their surroundings or context.
A good trigger is Rebecca Black’s number-one song, “Friday,” which is an example. Because it made people long for the conclusion of the workweek, the song became a huge hit.
Kit Kat is another excellent illustration from Contagious. A Kit Kat bar and a cup of coffee were featured in their latest advertisement, which had the tagline “a break’s best friend.” The advertising effort made the connection between consuming a Kit Kat and taking a coffee break, two commonplace activities. Kit Kat achieved great success thanks to a relatable and provocative advertising strategy.
Social capital is crucial for spreading ideas, but it only has a temporary effect. You can leave contextualized imprints in people’s minds for a very long time by coming up with ideas that cause associations.
Shareable Concepts Provoke Potent Feelings
A remarkable study demonstrates that ideas spread most readily when they elicit strong feelings. According to this survey, health and science-related New York Times articles received the most shares, which normally causes readers to be in awe. People are more likely to connect with the content as a result because it satisfies their curiosity or desire to learn more.
The same study brought attention to the fact that some emotions are more powerful than others. It demonstrated that positive articles are more appealing to share than unfavourable ones.
Social media sharing techniques can have a significant impact on how others feel and behave. This extends beyond articles as well. It clarifies why some videos are seen more frequently than others.
Things We Regularly Notice Impact Us
Avoiding being impacted by what we observe around us is quite difficult. The need to interact with something grows stronger the longer you observe it and vice versa. It’s likely that when we observe someone doing something frequently, we will desire to follow suit.
Humans frequently copy the mannerisms and behaviors of others. So, the items that others frequently use become appealing and appealing to us. Contagious, a novel, emphasizes this concept by referencing the “Just Say No” anti-drug campaign. Despite its intended outcome, because of the campaign’s extensive advertising, drug use grew.
Movember, which started in 2003, is a more uplifting illustration of this. Rock stars from all over the world came together to raise awareness of problems with men’s health, such as cancer and suicide. Throughout November, the campaign “challenged” other guys to grow out their beards.
As involvement in Movember increased, so did awareness of it. Because others were participating, people were more willing to join in.
Psychology claims that it is only natural for us to emulate other people’s behavior. We follow popular opinion because we believe there must be a valid reason for it if others are doing it, which is a type of social proofing.
Simple, useful, and contagious ideas and products are contagious.
While the aforementioned factors help an idea or product spread, they are insufficient. Simple, helpful, and practical concepts and goods tend to get shared the most.
A good illustration of this is a straightforward agricultural video that demonstrates a basic trick for removing corn husks. In the video, Ken Craig microwaved the ears of corn, allowed them to warm up, and then simply peeled the husks off. He completed all of this without leaving even a trace of corn silk. Around five million people saw Craig’s video, which went viral.
In order to save their clients money, marketing agencies frequently employ straightforward, useful, and practical methods. One such illustration is the way discounts are offered in particular ways to increase sales.
Companies employ the Rule of 100 to do this. A percentage discount, such as 10% off, seems more alluring than a flat-rate discount of $10 off when a product’s price is under $100. A numerical discount, such as $10, is more alluring if a product costs more than $100.
Therefore keep your target market in mind when spreading items or ideas. The best strategy to increase conversions isn’t always to target larger audiences. Goods that target specific niche markets perform better. This is so that a specialized market feels distinctive and recognized. As a result, people are more inclined to recommend the service or concept to others.
The Power of Storytelling and Stories
Storytelling has an unmistakable impact. Stories have been passed down for years and will continue to be popular as long as there are humans. The first guy to tell a good story is credited with starting this tradition.
The Trojan Horse legend demonstrates the value of stories and how strong they can be. The tale is still widely read since it’s both funny and instructive. The story warns us not to put our faith in people too quickly or to rejoice too soon.
Sharing information has always included telling stories. When we utilise them to exchange ideas in a big group, they become even more viral.
To put it another way, stories work because they instill concepts in our heads.
Even when stories are not factual, this is still true. We rarely challenge the veracity of narratives when they are enjoyable.
Also, entertaining stories are far more contagious.
As an illustration, consider Jared Fogle’s Subway Diet. He tells the tale of how he lost over 240 pounds by consuming solely Subway sandwiches. This outrageous story inspired Subway to launch a catchy advertising campaign. Their point? A regular Subway sandwich is a necessary component of a wholesome and enjoyable diet.
Contagious Book Review
In his book, Contagious: Why Things Catch On, Jonah Berger explores the underlying psychology behind why certain ideas, products, or behaviors become popular and spread like wildfire. Drawing on years of research in marketing, social psychology, and behavioral economics, Berger identifies six key factors that contribute to the virality of ideas: social currency, triggers, emotion, public visibility, practical value, and stories.
One of the strengths of Contagious is Berger’s ability to distill complex social and psychological phenomena into clear, accessible concepts. He illustrates each of the six factors with engaging real-world examples, ranging from the success of a Philadelphia restaurant’s secret menu item to the viral spread of a seemingly mundane blender.
Another strength of the book is its emphasis on practical strategies for creating contagious ideas. Berger offers actionable advice for entrepreneurs, marketers, and anyone looking to spread their message to a wider audience. For example, he suggests creating “triggers” that make people think of your product or idea in everyday situations, or using emotional appeals to create a powerful connection with your audience.
However, some readers may find the book overly focused on marketing and business, and may feel that the examples and strategies are too narrowly focused on creating viral content. Additionally, while Berger acknowledges the potential downsides of viral marketing (such as the risk of spreading false information or promoting harmful behaviors), he does not delve deeply into the ethical implications of creating contagious ideas.
Overall, Contagious is an engaging and informative read that offers valuable insights into the psychology of social influence and the factors that contribute to the spread of ideas. While some readers may find the emphasis on marketing and business to be limiting, others may find the practical strategies and real-world examples to be inspiring and informative.
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