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Contagious: How to Build Word of Mouth in the Digital Age

Last updated: May 7, 2025
A practical guide to making products, ideas, and content go viral using proven word-of-mouth strategies.
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Introduction

Contagious: How to Build Word of Mouth in the Digital Age by Jonah Berger is a bestselling guide to understanding why some ideas, products, and content catch on while others do not. Berger, a professor at the Wharton School, draws on years of research to reveal the science behind word-of-mouth and viral marketing. The book stands out for its actionable framework and real-world examples. It is available on Kindle and Audible for flexible reading or listening.

What to Expect

Published in January 2014, Contagious remains highly relevant for marketers, entrepreneurs, and anyone interested in making their ideas spread. The book is 256 pages, making it a medium-length read. It is written in a narrative style, blending research, stories, and practical tips. The tone is accessible and engaging, making complex concepts easy to understand. The content is suitable for beginners and those new to marketing or word-of-mouth strategy.

Key Lessons

  • The STEPPS framework: Berger introduces six key principles—Social Currency, Triggers, Emotion, Public, Practical Value, and Stories—that drive people to share and talk about products and ideas.
  • Why things go viral: The book explains how to design content and campaigns that naturally encourage sharing, helping marketers boost organic reach and lead generation.
  • Practical application: Each chapter includes actionable tips and examples, making it easy to apply the concepts to your own business or project.
  • Word-of-mouth vs. advertising: Berger shows why word-of-mouth is more effective and sustainable than paid advertising, and how to harness it for long-term growth.

Who Should Read This

Contagious is ideal for marketers, business owners, entrepreneurs, content creators, and anyone looking to make their ideas or products go viral. It is especially useful for beginners and those seeking a clear, research-backed approach to word-of-mouth marketing.

Comparison

Compared to books like Made to Stick or Influence, Contagious focuses specifically on the mechanics of why things spread and how to engineer virality. If you want a practical, story-driven guide to making your content more shareable, this book is a strong choice.

Final Thoughts

Contagious is a must-read for anyone who wants to understand and leverage the power of word-of-mouth. The STEPPS framework and real-world examples make it easy to apply, even if you are new to marketing.

Kindle Highlights

  • “Word of mouth is the primary factor behind 20 to 50 percent of all purchasing decisions.”
  • “People share things that make them look good to others.”
  • “Virality isn’t born, it’s made.”
  • “Stories are vessels for information.”

Want to Read More?

Get your copy of Contagious and start applying these strategies into action.