In class we have been learning about how things catch on. In
Jonah Berger’s book Contagious he discusses the six key components to “cause things to
be talked about, shared and imitated.” (22). He calls them the six STEPPS. With this knowledge, I decided to look at each principle and find a YouTube video that is a good example of it. With this process I have come up with the following list:
1. The first principle is Social Currency which entails that people like to share things that will make them look good.
One prime example of this phenomena is Jimmy Kimmel's 'Celebrities Read Mean Tweets.' These videos are an example of social currency because they are always adding new one's so there is always another one to be on top of. They also feature very trendy celebrities that people want to see.
2. The second principle is Triggers, which implies that people are more likely to share things when they’re reminded of it in other place.
A major example of triggers working to make something go viral is the "Diet Coke + Mentos" video. This video spread on the internet and in people's conversations like wild fire. One reason may be because many people drink Diet Coke which may have lead people to remember this video and want to share it over and over again with their friends who are drinking something with the explosive power to create a fountain show.
3. The third principle is Emotion, which involves inspiring someone or touching someone's feelings to get them to share a video or message.
The most successful commercial during this years Super Bowl was Budweiser's "Puppy Love"commercial. It was watched over 30 million times and this wasn't because Budweiser has a superior deal to offer customers but purely because of the emotions it evokes.
4. The fourth principle is that it has to be Public, which entails that it should be high visibility for somebody to want to share it.
An example of how something that is very public can make people want to share it or take part in it is TOMS shoes. TOMS gives one pair of shoes to someone in need for every purchase of their shoes. This is a very public form of philanthropy. By wearing their shoes, you are saying that you support what TOMS shoes is doing and sharing their message to help others who are less fortunate. Since it is so public, this may be why TOMS shoes has been so successful.
5. The fifth principle is Practical Value, which implies that people want to share things that are useful.
One video that was shared many times was the "Story of Stuff." This video is a short documentary that discusses the effects of America's consumer culture and advocates for more sustainable practices. This video has been shared among friends and even shown in classrooms. The reason it may have become so popular is because of its practical use. Although critically analyzing consumer culture is not something people are forced to do day in and day out, many people thought that they learned something of value that should be shared.
6. The sixth principle is Storytelling, which involves creating a narrative so that people are more likely to want to share it.
A major example of people sharing things because of the narrative behind them is the story of Dick & Rick Hoyt. This video has been viewed many times and Dick and Rick Hoyt have gained lots of attention for their story, including the Jimmy V Perseverance Award at the ESPYS. One of the main reasons so many people know about them is because of how powerful their story is which inspires people to share it, talk about, and appreciate it.
If one looks at these videos in a list together without an explanation, there seems to be no correlation; however, all of these videos have one thing in common: they all went viral. Although each may have a different reason for catching on with so many different audiences, they all have something that made people want to share them, talk about them, or engage with them. These principles do not guarantee that what one creates will become viral; however, through being cognizant of each of the six key STEPPS when creating content, one can start to create something that people want to share... and perhaps even catch on.
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