Book Review: Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger
Jonah Berger’s Contagious offers a masterclass in understanding what makes content, products, and ideas go viral. By delving into the psychological triggers and social mechanisms that drive word-of-mouth marketing, Berger provides actionable insights that are as relevant for startups as they are for established brands.
At MEDIADISCOVERYNG, where we specialize in creating impactful advertising campaigns across platforms—especially on TV—we see Contagious as a roadmap for brands looking to maximize their reach. Let’s break down its key lessons and how they align with today’s advertising landscape.
Key Insights from Contagious
1. The STEPPS Framework
Berger introduces the STEPPS framework, which highlights six principles for making content contagious:
- Social Currency: People share things that make them look good.
- Triggers: Content that ties into daily routines gets remembered and shared.
- Emotion: Evoking strong emotions, whether awe or laughter, drives sharing.
- Public: Making your product or campaign highly visible encourages imitation.
- Practical Value: Useful content spreads quickly.
- Stories: Embedding your message within compelling narratives increases recall.
2. Emotion Drives Action
One of the book’s standout points is the power of emotion in creating shareable content. Berger emphasizes that ads that inspire awe, excitement, or even anger are more likely to be shared. For brands leveraging TV advertising, this insight is invaluable—emotional storytelling has been a cornerstone of memorable TV campaigns.
3. Visibility Fuels Virality
Berger argues that if people can’t see your product or message, they can’t share it. TV stations remain an ideal platform to give campaigns the visibility they need to spark conversations and reach diverse audiences.
4. Word-of-Mouth Isn’t Just Online
While the digital age has amplified the spread of content, offline conversations still play a massive role in shaping consumer behavior. TV campaigns act as powerful conversation starters, feeding into both digital and offline word-of-mouth.
How MEDIADISCOVERYNG Brings Berger’s Lessons to Life
At MEDIADISCOVERYNG, we craft campaigns that don’t just inform but inspire sharing. Leveraging Berger’s insights, we:
- Create TV ads with emotional storytelling to captivate audiences.
- Design campaigns that align with triggers from everyday life, keeping your brand top-of-mind.
- Ensure maximum visibility by using TV as the central advertising platform, supported by cross-platform promotions.
- Embed practical value and strong narratives in your content to encourage organic sharing.
Why This Matters
In the fast-paced world of advertising, simply creating content isn’t enough. It has to resonate, connect, and compel people to talk about it. Berger’s Contagious is a timely reminder that virality isn’t accidental—it’s strategic.
Ready to make your brand the talk of the town? Visit https://mediadiscoveryng.com/services/ to learn how MEDIADISCOVERYNG can help you create contagious campaigns that drive results across TV and digital platforms.
