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Viral Marketing: Crafting Shareable Content

with Jonah Berger

Video: Welcome

Discover what makes products and ideas catch on and the six steps to crafting messages and information that people will share.
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Viral Marketing: Crafting Shareable Content
Video Duration: 0s 1h 1m Appropriate for all


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Why do some ideas spread while others fade away? Jonah Berger, PhD, professor of marketing at the Wharton School and author of the best-selling book Contagious: Why Things Catch On, reveals the secrets behind the science of social transmission. Discover what leads people to share content online and off, including social currency, triggers, emotion, public use, practical value, and storytelling. Learn what separates the best brands and stories from the rest in this example-rich course.

Topics include:
  • Word-of-mouth marketing
  • Harnessing the power of social media
  • What makes content go viral
  • Why people share some stories more than others
  • Telling stories that carry your message
Business Marketing


All of us are working on ideas that we hope will become more popular. You might be working on a product, something new. Or hoping to increase the sales of an old product. You might be hoping to change people's behavior, to get them to do something differently or change their mindsets about the world. You might even working for a non-profit, wanting to raise money for a charity or get people to be more pro-social towards the environment. But to make these successful, to help them catch on they have to grow beyond you and spread more broadly.

It's not just enough for you to love this idea, other people have to love it as well. I'm Jonah Berger. I'm a Professor at the Wharton School and author of the New York Times and Wall Street Journal best seller, Contagious, Why Things Catch On. And in this session, I'm going to share with you the secret science behind social transmission. I'll explain why all sorts of information from offline stories and rumors, to online content like advertisements and videos go viral. And how you can apply these ideas to make your own stories and messages more likely to spread.

So how can you get your ideas to catch on? Well, we see things become popular all the time. We see blockbuster movies and hit books. We see consumer products like Greek yogurt or non-profits and social causes become all the rage. But why do some things succeed and others fail? Well, it's not just about advertising, and that's good news for us who don't have a large advertising budget. And it's not even about having the best product or the best idea. As I'll show you in this course, it's about using the power of social influence and word of mouth to help your idea spread.

It's not random and it's not luck. There's a science behind why people talk about and share some things rather than others. If you understand that science, those six key steps to driving behavior, you can craft contagious content and you can make your own products and ideas catch on.

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