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  • Shot #90 : How to create content that is more likely to go viral?

Shot #90 : How to create content that is more likely to go viral?

This Wharton Marketing Professor has the answer

June 27, 2023

Hello awesome marketers & founders 👋,This is Luv and here’s your weekly Marketing Shot :)

(Delivered every Tuesday)

In today’s Marketing Shot:🛠️ 5 Useful Tools & Resources💡 How to create content that is more likely to go viral?🐦 1 Tweet for YOU

🛠️ 5 Useful Tools & Resources

  1. Press Hook- An AI driven media relation network. Save time by connecting with journalists from top publications who are most likely to cover your story (check it out)

  2. Engage AI- With just 1 click, effortlessly write insightful comments on LinkedIn posts using AI and grow your account. (try now)

  3. Creator Potions- Easy to implement techniques to build, grow and monetize your online business delivered to your inbox for FREE. (read more)

  4. AI Tool Report- Learn how to save time and earn more with AI. Join 70,000+ free daily readers for trending tools, productivity-boosting prompts & the latest news (get access)

  5. 7 Proven strategies to win subscribers (Instead of One-time Purchasers) (read)

💡 How to create content that is more likely to go viral?

The answer is follow the STEPPS, a model introduced in the book "Contagious" by Jonah Berger.

In his book, the Wharton Marketing Professor has shared 6 key factors that make content go viral. He calls these factors the STEPPS model:

  • S ocial Currency

  • T riggers

  • E motions

  • P ublic

  • P ractical Value

  • S tories

Let’s understand each of these:

  1. Social currency - People share things that make them look good to others.Social currency is all about making people feel good about themselves. When we share something that is remarkable or interesting, it makes us look smart, cool or in-the-know. For example, the Ice Bucket Challenge went viral because it was a remarkable and interesting way to raise money for a good cause.

  2. Triggers - People are more likely to share things that are top-of-mind.Triggers are things that can make you think about something. For example, the song "All I Want for Christmas Is You" is often played during the holiday season, which triggers people to think about Christmas and share the song with others.

  3. Emotion - People are more likely to share things that evoke strong emotions.Emotion is a powerful motivator. When we feel strongly about something (good or bad), we are more likely to share it with others. For example, videos of religious and political debates often go viral because they evoke strong emotions in people.

  4. Public - People are more likely to share things that are visible to others.When people see others engaging with something, they're more likely to jump on the bandwagon. A good example is- Instagram Reels Challenge. When people see other people dancing on a tune and performing the hook-step, they are more like to participate and create their own video.

  5. Practical value - People are more likely to share things that they find useful. When people see that something has value to them, they are more likely to share it with others. For example, how-to, life hack & travel hack videos.

  6. Stories - People are more likely to share stories that are interesting and engaging.Stories are a powerful way to connect with people. They can be funny, heartwarming or even tragic, but they all have one thing in common: they engage our emotions. For example, Nike's "Just Do It" campaign has been successful for decades by tapping into the stories of athletes overcoming obstacles and pushing boundaries.

Of course, there is no guarantee that any piece of content will go viral. But if you keep the STEPPS model in mind, you'll be well on your way to creating content that is more likely to spread.

If you're interested in learning more about the STEPPS model, I recommend reading the book Contagious: Why Things Catch On by Jonah Berger. It's a good read that will give you a deeper understanding of how viral content works.

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📋 In case you missed the last Tuesday’s Market Shot- A sneaky little trick to boost customer engagement

TWEET for YOU

See you next Tuesday :)Thanks,

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