What is STEPPS?

Jonah Berger’s book Contagious: How to Build Word of Mouth in the Digital Age explores why certain content, products, and ideas become widely shared and go viral. Based on extensive research, Berger introduces six key principles known as STEPPS — Social Currency, Triggers, Emotion, Public, Practical Value, and Stories. These principles help explain how and why people share content, giving valuable insights for anyone looking to make their videos or messages go viral.

1. Social Currency: People share things that make them look good or in-the-know. Creating content that makes viewers feel smart, cool, or part of an exclusive group enhances its shareability. For viral videos, this means crafting content that reflects positively on the sharer.

2. Triggers: Content that connects to frequent triggers (everyday events, phrases, or objects) stays top-of-mind and is shared more often. For video creators, this principle encourages aligning content with popular trends, holidays, or cultural references that viewers encounter regularly.

3. Emotion: Emotionally charged content is more likely to be shared, particularly when it evokes awe, humor, or inspiration. Viral videos often capitalize on strong emotions, making them memorable and encouraging viewers to share those feelings with others.

4. Public: People tend to follow trends they can see others engaging with. If a video has a clear, visible marker of popularity (e.g., views, likes, or a catchy visual style), viewers are more likely to join in and share it.

5. Practical Value: Content that provides useful information or actionable advice is often shared to help others. Videos that offer tips, how-tos, or hacks engage viewers looking to solve problems or improve their lives, making them highly shareable.

6. Stories: People naturally share narratives rather than isolated facts. A compelling story with relatable characters and a clear plot will capture viewers’ interest and be remembered. Viral videos often weave information into stories, making the message both engaging and memorable.

By applying these principles, content creators can significantly enhance the appeal and shareability of their videos, increasing the likelihood that their content will resonate with audiences and become viral. Berger’s STEPPS framework is a powerful toolkit for creating impactful, shareable videos in the digital age.