I just finished Jonah Berger’s book, Contagious and loved it.

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Quite simply, it’s about “The secret science behind word of mouth and how you can use it to get more people talking about your product or idea.”

I saw him speak at the Art of Marketing Conference in Toronto and was fascinated by some of the top stories he shared about what brands and concepts became viral, and more importantly – WHY?

Boiled down into the acronym STEPPS. To become viral you must include:

  • Social Currency: People are more likely to share when they feel “in-the-know”
  • Triggers: “Top of mind is tip of tongue”. Subtle reminders that trigger the thoughts of your brand.
  • Emotion: HIgh arousal emotions: anger, fear, excitement, awe get people to share. No one shares “meh”
  • Public: “If it’s built to show, it’s built to grow.”  What can your brand do that allows people to really “see” it. One example given: The famous red-soled shoes of Louboutin
  • Practical Value: News you can share. If it’s practical advice people can learn from, people will share it.
  • Story: People are more likely to share interesting stories instead of facts and figures.

Jonah Berger says ANYTHING can become viral if you only apply these factors.

Word of mouth is spread person to person.

From examples of the “Will It Blend” video, to Rebecca Black’s “Friday” and from Budweiser’s “Wazzup” to “Never Say No to Panda” Panda Cheese this book outlines some of the most viral videos and each factor or principle that triggered its success.

I think it’s very challenging for brands to apply these factors for fear of failure. A few years ago I saw a video to raise awareness about breast cancer and it featured teenaged boys who said they would gladly help out with breast examinations for free. Quite a few people were talking about it, but the ad was pulled because there was a big backlash from people who said breast cancer is a serious disease and it shouldn’t be joked about.

Rebecca Black’s video was deemed a huge failure and this is the very reason it became viral. As is Miley Cyrus’ performance at the VMAs: it was shocking (intentionally) and it got us all to talk about it – even because we didn’t like it.

So what do YOU think?

Do you think ANYTHING could go viral?

Posted in Viral Marketing and tagged , , ,

About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, LinkedIn Top Voice, and Corporate Trainer with over 25 years of experience in digital marketing and LinkedIn profile writing. As the Principal of PUNCH!media and author of "CREATE. CONNECT. CONVERT," Leslie helps executives and professionals optimize their LinkedIn profiles, generate leads, and attract higher-paying clients. Recognized as a LinkedIn Top Voice—an exclusive honor from LinkedIn—Leslie is a trusted authority on LinkedIn profile optimization, AI-driven marketing strategies, and digital identity management. Her expertise has been featured on CBC Radio, where she was called a "Social Media Guru," and on CTV’s "The Social," where she shared strategies for managing digital identity. Leslie empowers professionals to leverage generative AI tools like ChatGPT to enhance marketing strategies, boost efficiency, and create impactful content that converts. She helps businesses understand how to use LinkedIn for lead generation and how AI can revolutionize their digital marketing efforts. Leslie has worked with top organizations like Investment Planning Counsel, Guardian Life Insurance Company of America, JLL, and Franklin Templeton, optimizing LinkedIn profiles and providing corporate training that delivers measurable results. Leslie is a former college professor and co-lead instructor for Ontario Tech University’s Social Media Marketing and Digital Management Certificate. Whether you need a LinkedIn profile writer, corporate trainer, or AI marketing specialist, Leslie Hughes can help you elevate your digital presence and transform your marketing strategy. Ready to take your LinkedIn profile and corporate training to the next level? Learn more at www.punchmedia.ca.