Post by account_disabled on Feb 28, 2024 1:14:52 GMT -5
As a marketer I have often come across the need to create content and products that can go viral , a vitality that becomes even more important in an era characterized by the increasingly strong presence of social networks, both as a marketing and sales tool and as a recreational tool. . Every day we are literally bombarded by a flood of content, from companies and content creators, but not everyone is able to seize the opportunities that these new powerful means offer us. The beautiful book “ Contagious ” that Joan Berger wrote on the topic of virality goes in this direction and is always relevant . Berger knows very well that people love to share ideas, stories and products with others and analyzes what are the characteristics that allow something to go viral, giving practical advice that allows content to be contagious, regardless of the type it belongs to.
The book starts from an assumption: to understand how something becomes Paraguay Phone Number viral, one must not think about how it spreads, but precisely about its intrinsic characteristics, those that act in some way with people's psychology and that lead them to talk about it. By analyzing several cases of viral phenomena, Berger outlines the six characteristics that contribute to generating word of mouth and popularity , summarizing them under the acronym STEPPS . Let's see them together. Social Currency We tend to share things that make us look good in the eyes of others, and in return we gain a value that we can call “ social currency ”. There are three steps to take advantage of this mechanism and make our products and content more attractive for sharing: Identify the characteristics that make a product notable compared to others. This usually happens when a product is unusual, new, interesting.
Remarkable things are a source of social currency, which drives people to talk about them. Apply game mechanics , making activities, products and contents pleasant and engaging. A good example is that of a competition on social networks, which generates sharing Making people feel like " insiders ": this process is linked to building a Customer Experience that makes customers feel part of a group or an exclusive event. This will give social currency and make people want to talk about it. Triggers In order to talk about something or share it, you have to have it in mind. Marketers must be able to identify " triggers " that lead users to think about a certain product. The best thing would be to associate a product with a stimulus that is often found in our daily lives, for example a coffee break, or to give it characteristics such as branding, which facilitate association. Therefore studying touch points and moments of daily life to which the product or content can be connected.
The book starts from an assumption: to understand how something becomes Paraguay Phone Number viral, one must not think about how it spreads, but precisely about its intrinsic characteristics, those that act in some way with people's psychology and that lead them to talk about it. By analyzing several cases of viral phenomena, Berger outlines the six characteristics that contribute to generating word of mouth and popularity , summarizing them under the acronym STEPPS . Let's see them together. Social Currency We tend to share things that make us look good in the eyes of others, and in return we gain a value that we can call “ social currency ”. There are three steps to take advantage of this mechanism and make our products and content more attractive for sharing: Identify the characteristics that make a product notable compared to others. This usually happens when a product is unusual, new, interesting.
Remarkable things are a source of social currency, which drives people to talk about them. Apply game mechanics , making activities, products and contents pleasant and engaging. A good example is that of a competition on social networks, which generates sharing Making people feel like " insiders ": this process is linked to building a Customer Experience that makes customers feel part of a group or an exclusive event. This will give social currency and make people want to talk about it. Triggers In order to talk about something or share it, you have to have it in mind. Marketers must be able to identify " triggers " that lead users to think about a certain product. The best thing would be to associate a product with a stimulus that is often found in our daily lives, for example a coffee break, or to give it characteristics such as branding, which facilitate association. Therefore studying touch points and moments of daily life to which the product or content can be connected.