Jonah Berger, Wharton professor and author of Contagious, has spent years studying why people talk about certain products, ideas and brands while ignoring others. In a recent podcast discussion, Berger explained that viral marketing is not simply a matter of luck, a large advertising budget or having an exciting product. His research points to clear psychological reasons behind word of mouth, giving smaller brands a way to compete without spending heavily on celebrity marketing or paid media.
The discussion focused on a simple challenge: how can ordinary products such as a bottle of water, a packet of chips or a pen become widely talked about with a marketing budget of less than $1,000? Berger’s answer centers on understanding why people share information in the first place.
His framework, known as the STEPPS framework, includes six drivers of sharing: social currency, triggers, emotion, public visibility, practical value and stories. Together, these ideas show why some marketing campaigns create lasting conversations while others receive attention for only a few days.
One of the strongest examples discussed was Blendtec, a US blender company. Instead of spending heavily to explain that its blenders were powerful, the company showed its CEO putting unusual objects into a blender. The simple videos turned product performance into entertainment. According to the discussion, the campaign generated millions of views and was linked to a major rise in blender sales, while requiring only a very small production budget.
The important lesson is not that every company should copy a blender video. It is that brands should look for something remarkable inside an otherwise ordinary product. A company does not always need to invent an entirely new product to create Social Media Influence. Sometimes, it needs to show an existing product benefit in a way that people naturally want to discuss.
Social currency is one part of that process. People often share products, information and experiences that make them appear knowledgeable, interesting or connected. Limited-edition products, exclusive access, unusual packaging and secret features can all create this effect. The example of collectible items inside snack packets shows how a simple product can become more valuable socially when consumers have something they want to collect and show to others.
For modern brands, this has a direct connection with the Creator Economy. A product that gives customers something worth showing or discussing can generate organic content without depending entirely on paid influencers. The customer becomes part of the distribution system, helping the brand reach new audiences through personal conversations and social platforms.
But Berger’s ideas also highlight an important limit of viral marketing. Attention alone does not create a strong business. A product may become popular for a week because of an unusual color, funny advertisement or social media trend, but that attention can disappear quickly if there is no lasting reason to buy the product.
This is where practical value becomes important. People share information when they believe it can help someone save time, save money, solve a problem or make a better decision. Berger’s example of an older man demonstrating a simple way to prepare corn shows that useful information does not need to be exciting to generate strong word of mouth.
For businesses, the practical implication is significant. Instead of repeatedly telling customers how good a product is, companies can create useful information around the problem their product solves. A financial company can share useful money tips. A food brand can provide useful cooking ideas. A technology company can teach customers how to work faster. The brand earns attention by providing value before asking for a purchase.
This approach also supports stronger Brand Endorsements because people are more likely to recommend something when they can explain why it is useful. A recommendation that solves a real problem can carry more weight than a traditional advertisement that simply claims a product is better.
Triggers provide another important part of the framework. A trigger is something in everyday life that reminds people about a product or idea. Berger used examples such as coffee and KitKat to explain how brands can connect themselves with regular habits. When the trigger happens frequently, the brand has more opportunities to enter the consumer’s mind.
This idea can be especially useful for small businesses because creating a trigger does not always require a major advertising budget. A company can connect its product with a particular time, place, activity or customer need. The goal is to build a simple mental link: when a certain situation happens, the consumer remembers the product.
The difference between social currency and triggers is important for Business Strategy. Social currency can encourage someone to talk about a product, while a trigger can remind that person about the product again later. One creates conversation; the other can create repeated consideration.
Public visibility is another part of the framework. Products that are easy for others to see are easier to copy and discuss. This helps explain why distinctive packaging, clothing, accessories and other visible products can spread through social groups. When consumers can see what others are using, adoption becomes easier.
Practical value works differently. A product does not necessarily need to be visually impressive if it provides a strong reason for people to recommend it. Tools that save time, make work easier or solve a common problem can spread through professional and personal networks because users have a clear reason to tell someone else about them.
The broader message is particularly relevant as competition increases across the Creator Economy and direct-to-consumer markets. Businesses now have access to many of the same advertising platforms, marketplaces and distribution systems. Simply being present on a major platform is no longer a strong competitive advantage.
As observed in the latest discussion around viral marketing, the stronger opportunity may be to understand the customer rather than simply increase the advertising budget. Who does the customer want to impress? What problem do they want to solve? What moment reminds them of the product? What useful information would they naturally send to a friend? What makes the product worth talking about?
These questions can help brands improve Social Media Influence while reducing dependence on expensive campaigns. They can also improve customer retention because the strongest form of word of mouth is often created when a product continues to provide real value after the initial excitement disappears.
Berger’s “each one reach one” idea is especially relevant here. Instead of making millions of views the only definition of success, brands can focus on encouraging each customer to introduce the product to one more relevant person. That may sound less impressive than a viral video, but it can create a more stable path for growth.
For normal consumers, there is a useful lesson as well. When a product suddenly becomes popular online, high view counts do not automatically mean it is better. Viral attention is only one signal. Consumers should still look at product quality, usefulness, price, reviews and whether the product actually solves the problem it claims to solve.
For businesses, the bigger lesson is even clearer: marketing should not stop at gaining attention. The strongest campaigns connect attention with a real product benefit, a clear customer need and a reason for people to keep talking.
The discussion also reinforces an important principle in modern marketing: a small brand does not always need a large budget to compete with established companies. Strong Brand Endorsements, creator partnerships and paid campaigns can help, but understanding human behavior can sometimes create a much stronger advantage.
Based on recent social media activity and digital updates, Berger’s comments offer a useful framework for brands trying to understand why some products spread while others remain unnoticed. While the examples discussed provide valuable marketing lessons, specific performance figures and campaign results should be checked against original company records or official sources before being treated as independently verified data.
Ultimately, viral marketing is less about making something famous overnight and more about giving people a reason to notice, remember, use and recommend a product. For brands operating in an increasingly crowded market, that shift from buying attention to earning conversation could have a meaningful impact on Brand Value, customer engagement and long-term growth.
SOURCE: Analysis of publicly available YouTube and social media discussions.
