Contagious: Why Things Catch On | Jonah Berger | Talks at Google

We all know ideas and information spread through word of mouth. But according to Berger, the key to making things really popular happens long before it's discussed at the water cooler or "liked" online. It starts with the message. Drawing on his groundbreaking research, he explains that there are six key steps that make products or ideas contagious. Those "STEPPS" -- Social Currency, Triggers, Emotion, Public, Practical Value, and Stories -- will help any product or idea spread like wildfire. Surprisingly, Berger also reveals just how little word of mouth is generated online versus elsewhere. Whether you're a public health official trying to get the word out, a small business owner trying to get your restaurant to catch on, or a manager at a big company trying to make your product popular, Berger's findings will help you craft products and messages that people will share.

[@prophetmocmoud]

I learned about Jonah Berger and his great book contagious from a Nipsey Hustle interview

[@ShugaShane618]

Prophet Mocmoud facts

[@johncharles7403]

Me too I added every book on Nipsey a reading list, he was a genius

[@Itz.flacoblanco]

Same bro 🦾🦾🙏🙏

[@sincereiam]

I'm here because Nipsey Hussle.

[@filmonbeyene1172]

Sincere I am same same #foreverNipsey

[@GrandPriXXXTV]

#LongLiveNipsey

[@danrayford13]

Me too! Lol wow

[@a1jones]

Sincere I am same .!! Dude had some much game and this isnwhy 📚

[@camielondon3333]

I'm still mourning over him man.

[@prayaanshmehta3200]

15:59 (1) social currency 16:20 (2) triggers 18:20 19:30 20:15 -applying 21:10 22:28 24:40 (3) emotion -caring ones increase 25:00 (4) public -seeing increases possibility of imitation 25:45 (5) practical value -news you can use 25:50 (6) stories

[@backyardmeccashowpodcast2241]

I just bought this book because of Nipsey Hussle. He was on the Combat Jack Show Podcast in 2013 and spoke about how good it was. He was correct. RIP.

[@angelahamilton2374]

I just bought this book because of Nipsey Hussle too! I plan to read all of the books that he read ;)

[@PriyaFlorenceShah]

Totally agree with the STEPPS method of categorising the kind of content that gets shared. Use humour, entertainment and emotions to make content shareable and viral.

[@annasanders4067]

Very interesting and engaging video! Did not seem to be 40 minutes long at all. Thanks for sharing!

[@gerrytrevis]

From an article about Nipsey Hustle's death

[@sincereiam]

Me too! RIP Nipsey

[@regmtait100]

Really good question at 23:52, asking about coffee 'break' as a trigger. KitKat slogan always 'Have A Break, Have A KitKat'

[@morningglorify]

Received Jonah's book 'Contagious' from Santa. A fantastic read!

[@WizeChoice]

I was watching a Brian Dean video and he mentioned Jonah Berger... Down the rabbit hole I go👉🏾✨ Gratitude🙏🏿

[@lianelanzoni7016]

Running to buy your book...can't wait to read it! Congrats!

[@RichSadler]

Explains very well why some things go viral. Great video talk.

[@frictionless-commerce]

The talk was great. The panda commercial was even greater. I'm sold on the Jonah Berger method.

[@pagusmusic6254]

Loved the book and love this talk, can’t wait for read his next book! ❤️

[@NatalieVanVeenNatalia]

I love that... focus on the message not the messenger... thx Jonah, awesome :-)

[@lwnaALiraq]

Thank you for making this video ..

[@donchito6281]

Just Went Thru Some Audiobooks I Had A Nudge Remembering Nipsey Hussle Telling What Book He Read So Im Here And Thank You Nipsey Hussle🏁🏁🏁

[@pabloocampo976]

Conatgious is such a great book, such a different yet accurate marketing point of view

[@rubylvc]

I am here because of Nipsey Hussle♥️

[@o.h.w.6638]

So good. Wow! Loved this.

[@NowYouSeeTV]

Great video

[@kyzersmansion2487]

This is gold!

[@jeffstarr7110]

Great video- I'm buying the book and thank you for introducing me to Panda Cheese Lol!

[@DrinkmoWater.]

HussIes way! The leverage of attention to his mixtape is why I'm here.. KnowIedge!

[@brandonthecreator698]

Stfu

[@borrowinbars9162]

Nipsey Brought me here! TMC

[@carriemason3728]

Hi Jonah! My cat sat and watched your video with me which we both found very interesting. Kidding aside it was very interesting and I am going to buy your book to find out more. Good teaser...gotta learn more! I first saw your interview on Marie Forleo which is how I found this video. I am excited to apply these principles to my new venture. Thanks!

[@DennisBolanos]

You’re funny.

[@drmarkkwon]

Thanks for sharing

[@alindvats4931]

Great practical applications of almost intuitive, yet somewhat revelatory ideas, hence the comment

[@hugodiehl]

7:29 and exactly ten years later... Twitter is not here anymore. At least not in the same way...

[@blwbisht]

Thanks for sharing appreciate it ⚡ ⏳ 🙏🏻

[@lorilcrown2596]

I saw Jonah in an interview with Marie Forleo and found the content interesting

[@joycej1380]

awesome video! thank you :)

[@tycoonhunter]

"I'm trying to make people appreciate how awesome the internet is"... wow! I can see someone saying "I'm trying to make people appreciate how awesome VR is"

[@furyfalcon1933]

This video is like the Summary of his book 256-page book in 40 minutes

[@BuiPhuong]

Great !

[@lilik7708]

WOW I didn't even realise that when I buy new earphones, I look for ones that are white, because to me that just seems like better quality. But in fact it's just an arbitrary colour! I am so glad he pointed that out... hahaha it was just a behaviour I did without even thinking about it. Apple, you got me! ;)

[@bandyt91]

CATS!!! I def would share that photo and talk about it and laugh at it and smile at it

[@LanceWinslow]

This is a very good book, I was paging through it at Barnes and Nobel the other day, and I think I will go back and buy it after watching this video and considering what little I read as I paged through it. Consider this a recommendation. #marketingbookreviews

[@argenus]

yes, the book is really nice. I bought it... I get all my "good" books from amazon recommendations xD I got my best books that way. Amazon just knows, what I like to read. And now I did marketing for amazon with a story.

[@souvikroychowdhury2459]

Are we sure in 2022 that people sitting and talking to each other is more likely than spending time on a social media app when a group is waiting together for something to happen?

[@sherifalkadymarketing]

I like the example of Panda Ad.. generated from Egypt Creator with fun :)

[@blwbisht]

29:39 6 key 🔑 steps 🚶‍♂️ to word📖 of mouth 🧠⚡⏳🧘‍♂️

[@nebiyatkebede953]

From the book the catalysts

[@blwbisht]

09:30 Recipe of the book starts from here before that context is setup 👌 ⚡🧠⏳🧘‍♂️

[@factopolis7752]

I thought of rum and raisin

[@braxtonolita]

akeem anderson 🤘🏽

[@haroldcasteel8386]

He advertised Amazon and Google....nice! (word of mouth) 8 years ago

[@zarifali403]

The marathon Continues

[@frederickbrownlee8826]

I'm following Nipseys ways

[@samanthasalazar7064]

Did you guys notice that men were the only ones making questions? That is something to think about. The conference was good btw :)

[@francook3520]

Most of the tech companies are having a hard time recruiting women. So there are more men there,

[@luanacruz1948]

Im here because of Nipsey Hussle. (Comment by Marco V. Rosa)

[@fredboytv1257]

im here because of my subject, to answer the written activity..

[@pushkardey]

94K+ views... coz he used a Cat pic in the video @8:30

[@philipfitzsimons7540]

1 Persuasion 2 Manipulation 3 Coercion 4 Overt Abuse . . . Contagion ! 🙄

[@RemiStardust]

8:21 Ha, a Bill Cosby reference in 2013, different times...

[@siddrajput1029]

And Bill Clinton reference too.

[@darnellstokes9042]

weekends are made for Michelob is old.....check tupac I get around...listen to it.

[@a1jones]

DARNELL STOKES lol hell yeah

[@drewmonroe3814]

Jonah fails to grasp his own STEPPS process. His answer to the audience's cat question is actually a lot easier than what he mumbles about - It has nothing to do with the cat being "amendable" to to the meme generated. Rather, cats as animals create a high arousal in emotions. Either we love cats or hate cats and through either emotion we find amusement in the videos. Dogs don't arouse such high and strongly opposing emotions and thus dog vids will never equate to "viral" videos.

[@brothaxgenie]

18:25. Dont mind me im just marking the time

[@NelsonPascuzzi]

Pinterest isn't the hot new thing really. its more instagram and snapchat and twitter/tumblr.

[@siddrajput1029]

The Panda is mean.

[@ticoreeves5920]

TKEEO903! Wuts hatninin?!?!?!

[@Nova-ue6cl]

...And there's me thinking Pandas are cute. smh

[@uknoikno2521]

Never say no to panda 🐼😂

[@Eknowsbestduh]

Cheerios

[@knight1506]

it's great presentation but the audience is so dead 😅

[@cdslnation9856]

LLNH

[@siarheipilat8152]

triggered!

[@jonathanvega6343]

So long

[@Miloun]

His hair looks like instant noodles. Nevertheless, what he says does have substance.

[@birdzene9925]

pulling the plug on patients in the hospital is funny? this guy is sick

[@premier69]

watching them twitch doesn't look funny?

[@derred723]

your supposed to understand that it's not real, you know, cause of the giant panda.