Contagious: Why Things Catch On

In Contagious, Jonah Berger disputes the notion that viral success occurs randomly or solely through luck. Through systematic research and analysis, he demonstrates that specific, identifiable principles govern why certain products, ideas, and behaviors spread while others fail. His research reveals that viral success stems from understanding and implementing six fundamental principles: Social Currency, Triggers, Emotion, Public Visibility, Practical Value, and Stories.

The case of Blendtec demonstrates how seemingly ordinary products can achieve viral success through the strategic implementation of these principles. As Berger notes, “Virality isn’t born, it’s made” (18). When marketing director George Wright discovered Tom Dickson testing blenders with wooden boards, he recognized an opportunity to showcase the product’s remarkable qualities. The resulting “Will It Blend?” video series, which showed the blender pulverizing everything from marbles to iPhones, generated over 300 million views and increased retail sales by 700 percent. This transformation occurred not through substantial marketing budgets or traditional advertising but rather by understanding and leveraging the mechanics of social transmission.

The success of Rue La La further illustrates how implementing scarcity and exclusivity principles can drive viral growth.