Word of mouth tends to be more impactful than traditional advertising, for a few reasons: These include product reviews, and recommendations by friends/colleagues, amongst other things. In fact, these two things drive 20-50% of all purchasing decisions. This would be an example of social influences and word-of-mouth making a huge difference. For example, a low-quality, free YouTube video can go viral, with no advertising or promotion. These are often relevant, but they don't paint an entire picture. Many believe the virality of a product or piece of content is based on three things. “Making things more observable makes them easier to imitate, which makes them more likely to become popular.” Why Tipping Point is Vital for Any Modern Marketer These insights are highly useful for anyone who wants to build awareness, spread ideas, or grow a customer base more effectively. So, the internet might seem like an impulsive, unpredictable space if you avoid analysing it.īy understanding this landscape, and why it works the way it does, Jonah developed the 6 STEPPS or ingredients needed to create viral content that will be easily spread by word-of-mouth.

One video might go viral, another similar one may fall completely under the radar. Jonah acknowledges that we assume some concepts or products become popular randomly, or out of sheer luck. In his book Contagious, he takes this idea further, exploring why and how certain ideas and products spread wider and faster than others. “Virality isn’t born, it’s made,' Jonah Berger says. We're bringing you the best insights written in the world of marketing today, thanks to our sponsors at Treasure Data.

Contagious book