Why Things Catch On
Episode Description
If you have watched and shared PSY's "Gangnam Style" video or gone into an unknown restaurant simply because it was full of people and appeared to be popular, you have the basis for understanding what makes things go viral. Wharton marketing professor Jonah Berger's new book, Contagious: Why Things Catch On, distills six principles that cause people to talk about and share an idea or product. đź“‚ Marketing
Brief Summary
Jonah Berger discusses the principles of virality and how to make products catch on.
Key points
- Jonah Berger on Virality. Marketing professor Jonah Berger discusses the science behind why things go viral.
- Blendtec's Viral Success. Blendtec's 'Will It Blend?' campaign turned a mundane product into a viral sensation.
- The Steps Framework. Berger outlines six principles for creating contagious content, summarized by the acronym STEPS.
- Marketing on a Budget. Berger emphasizes that impactful marketing doesn't require a large budget.
- The Power of Public Behavior. The Movember campaign illustrates how making private actions public can drive engagement.
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Episode highlights
- Jonah Berger on ViralityMarketing professor Jonah Berger discusses the science behind why things go viral.“It's not about luck; it's about understanding what makes people talk.”0:39Mar 20, 2013
- Blendtec's Viral SuccessBlendtec's 'Will It Blend?' campaign turned a mundane product into a viral sensation.“You’ve never seen a blender tear an iPhone.”5:30Mar 20, 2013
- The Steps FrameworkBerger outlines six principles for creating contagious content, summarized by the acronym STEPS.“Anyone can craft contagious content.”5:42Mar 20, 2013
- Marketing on a BudgetBerger emphasizes that impactful marketing doesn't require a large budget.“It doesn’t take a huge marketing budget.”6:55Mar 20, 2013
- The Power of Public BehaviorThe Movember campaign illustrates how making private actions public can drive engagement.“Making the private public encourages sharing.”13:14Mar 20, 2013
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