MAKE CONTENT

GO VIRAL

HOW TO

What makes ideas, content, and products go viral?

Spoiler alert: Not this.

Learn the secrets behind the science of social transmission in a new lynda.com video course by Jonah Berger—author of the best-selling book Contagious: Why Things Catch On.

Through a decade of research, Berger found there are six “STEPPS” to creating content that people want to share. They are...

SPPETSSocial

CurrencyTriggers Emotion Public Practical

ValueStories

1.

SOCIAL CURRENCYThe more something makes you look cool, smart, or in-the-know, the more likely you are to share it.

2TRIGGERSTriggers are stimuli that pop up in the environment, reminding you of a product or idea—and making you more likely to talk about it.

3EMOTIONThe more emotional connection we feel toward a message, the more likely we are to pass it on, especially if it makes us laugh or feel angry, excited, or inspired.

4PUBLICWe look for “social proof” when making decisions about what ideas to follow; we imitate things when we can publicly see other people doing them.

5PRACTICAL VALUEWe share information when we believe it’s useful and will benefit our friends and family.

6STORIESStories are the currency of conversation, so get people to pass along your message in a great narrative.

Want to know more?

• Find out more about Jonah Berger.

• Watch his full, example-rich video course Viral Marketing: Crafting Shareable Content at lynda.com.

• Check out these free videos from the course:‣ Introduction ‣ Reminding people with triggers‣ Telling stories that carry your message