Author: Jonah Berger
|Contagious (2013) helps you understand what people find contagious in your products or ideas you’d like to spread. Contagious lays out eight basic principles, including the Law of the Few, the Stickiness Factor, and the Power of Context. It is a business bestseller that explores why some ideas and products become wildly popular with new research, new stories, and practical advice for individuals and organizations.|
There are a few characteristics that make up the core of what makes a video go viral. One is how easy it is to pass on, and another is its level of curiosity. This isn’t to say that bad taste, cliché, or bad quality is all that it takes for a video to go viral. Rather, there are certain qualities in a video that make it contagious.
A closer look at the process of creating and spreading content on the Internet reveals that luck has very little to do with it. There are specific, actionable steps that can be taken to make a product go viral. The thing is, these steps have been studied and tested. There exists a science to creating and sharing content. The most popular books, videos, articles, and anything on social media aren’t always the ones with the best reviews or those that are simply in the right place at the right time. It’s often a matter of how the concept or product is framed and whether it addresses a particular need or gap in the market – one that many people (not just a few) identify with.
Unsurprisingly, it’s a matter of being contagious. So, what makes a video contagious? Jonah Berger has broken down some factors that make up the core of what makes a video go viral, which I’ll go over below in the Contagious book summary.
Contagious Book Summary Key Points
Word of mouth-The most important marketing strategy
Word of mouth is one of the most powerful marketing mechanisms. Social media spreads a lot, but not always. Most of what goes viral on social media are cat videos, funny pictures, and things that can be shared quickly by many different people (like click-bait) but today, more than ever, people care about what their friends are reading, buying,g and doing.
How do you promote your book? How do you grow your brand? How do you get more people to come to your author’s signing? How do you create a buzz around your podcast?
Word-of-mouth is what makes it happen. And word-of-mouth is the reason why social media and advertising will never be efficient in creating movements and gaining sales. The content that we post on social media is marketing. We’re trying to get users to engage with the brand, and our efforts are marketing tactics designed to increase brand awareness, follower count, and shares.
The reality is that people trust their family, friends, and others around them, not companies. So, when someone says that a product is great or a service is doing something different, it resonates with people and they are interested. If you want to get the word out about your product, service,e or brand, you have to get the word out to those who care about you.
Use triggers in a way that male people think about your brand
Great marketers know that the best marketing is conversational. When you’re trying to “spread the word” about a product, service, or idea, it helps to create a trigger that serves as an everyday reminder. For decades, one of the biggest triggers in the minds of consumers was a magazine subscription label.
Human minds are hardwired to remember only about 20% of what we see and roughly 65% of what we hear. In terms of virality, this means that the easiest way to get people to remember your product is to find a clever way to incorporate it into a real-world experience.
Granted, those experiences are not always simple or easy to come across—but they happen every day. For example, someone might think about your product every time they sit down on a plane, turn on their phone’s GPS, check for the weather, or take out their key fob. These are all triggers that go beyond just seeing your logo on something. They’re a part of or connected to the person’s daily routine and so the likelihood of them thinking of your product increases naturally.
Today, e-commerce companies aren’t limited to physical triggers in-store or on a shelf. Today, one of the biggest online triggers is something you might not expect: your inbox.
Create stories around your ideas or brands-our subconscious attracts them
Psychologists like to say that the mind is trained to learn through stories. He says that even though people liked the self-cleaning oven, it wasn’t a big success until they created a story around it. When they took consumers through the whole experience they had while using it, they started to worry about burning themselves and ruining their food. In a nutshell, they created a narrative that made the disease stick.
The same goes for Trump. Most people like him or at least think he will be a good president. But why do his negative traits not stick? Because Trump has built his brand around stories of success, money,y, and power. Berger has a few different bits of advice that center around the idea of storytelling. He emphasizes the importance of creating narratives. You should have stories that you can use to explain your product or idea and not just cold, hard facts. Narratives are more interesting than statistics, anyways.
This includes the way we learn from friends, books, teachers,s and the media. The stories we hear are the ones we remember. Even when we read about statistics and other studies, those things stick when there is a story behind them. So, If you want your ideas and brands to influence your audience’s mind, you need to build up a story around your brand that how it started,d and how It’s going on because our unconscious mind is more tends attracted to it.
Contagious Book Quotes
“Making things more observable makes them easier to imitate, which makes them more likely to become popular.” Jonah Berger
“Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions.” Jonah Berger
Contagious Book Review
Overall, this is the best book if you are looking for marketing tips and strategies. This is easy to read, entertaining, and creates value through different real-life stories. Even if you are an expert in this field, you may learn something new from this book. Plus point is that you don’t need a dictionary! Because the writing style is so eloquent.
To whom I would recommend Contagious Book Summary?
- A marketing student wants to increase his knowledge.
- Anyone who wants to take his brand to the next level.
- Anyone who wants to build up his brand or work for some marketing agency.