Book Review: "Contagious: Why Things Catch On"

Company
Feb 2014

How do social trends spread? What makes them spread? Why do some things go viral and others do not?

“Contagious: Why Things Catch On” By Jonah Bergen is an eye-opening book full of not only entertaining examples of viral campaigns, but also a painstaking analysis into the science of social transmission. The book is a valuable blueprint for creating ideas, marketing campaigns, and strong messages that catch on and go viral.

The book is broken down into 6 main criteria that help marketers predict what will go viral, and how to implement each.

Social currency. This principle explains how we primarily share what makes us look good or better than others around us or in competition with us (personally and professionally when you think about it). I know I enjoy sharing my positive experience with a product or service that exceeded my expectations, so finding creative ways to encourage others to do the same regarding my own business got my creative juices flowing.

Triggers. This was fascinating to read and analyze. What is more popular- Disney or Cheerios? And why? What products or ideas come up more often in daily life? We naturally talk about products, brands, and organizations all the time without even realizing it. Actually, American consumers recommend brands more than 3 billion times a day! This section discusses why triggers are the reason certain products and brands are discussed more than others, and the correlation between levels of interest and stimuli in surrounding environments determine what is at the tip of our tongues and top of our minds.

Emotion. When we are amazed, in awe, angered, humbled, amused, or elevated in some way, our emotions tend to bubble over and we can’t help but share the information that made us feel that way. Jonah analyzed over six months of data from the New York Times most emailed list to discover that certain high arousal emotions can dramatically increase our need to share. When our emotions are tugged at in just the right way, we buy, talk, shop, share, spread, and express interest. The key is to use positive or negative high-arousal emotions, and Jonah discusses which exactly these are from a psychological and scientific stand point.

Public. With examples such as whether the Apple logo is better upside down or right side up, why anti-drug commercials might actually increase drug use, and why copying what works may not be such a bad idea, Jonah describes the power of observation and perception in the public eye. People tend to follow others, but only when they can see what those others are doing. Shirts are better marketing strategies than socks because they are more visible. There are even brilliant examples of making very private/unseen issues more public, and Jonah does an excellent job of bringing these to the reader’s attention.

Practical. Humans crave the opportunity to give advice and offer tips especially if they offer practical value. It’s why we ‘pay it forward’ and help others. When it comes to good deals and sales, who doesn’t love those? We spend money to save a few dollars, and why is that? The psychology behind pricing is fascinating to me, and I appreciate the way Berger helps the reader further understand how consumers perceive ‘value’, which often has nothing at all to do with money.

Stories. People do not just share information, they tell stories, which we are all captivated by. And stories are like Trojan horses, vessels that carry ideas, brands, and information. Storytelling in marketing is a craft, or an art form, because in order for them to benefit the brand, stories must not only be shared but also relate to a company’s products, services, or message. They work we ll because they give people information in ways that are easy for them to relate and remember

Jonah presents his information in insightful ways that may challenge preconceived ideas you may have about various marketing strategies and topics. It offers great examples, statistics, sociological and psychological information that can be used for reference later. This is a great book to read simply to reinforce your marketing instincts, whether an experienced or novice. We used to think that virality was just random and unpredictable. But now we know there is a science and psychology behind it all. I highly recommend this book for anyone in marketing or entrepreneurship- from the novice to the experienced.

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