Going Viral: What Makes Content Explode on Social Media?
- ddmdtian001
- Feb 12, 2025
- 2 min read
When it comes to viral marketing, it is important for us to understand how ideas spread and why some marketing campaigns catch on while others do not. Creating a campaign that resonates and proliferates requires the understanding of three prominent theories:
Jonah Berger's STEPPS Framework
This framework focuses on the importance of message characteristics in virality.
Jonah Berger's STEPPS Framework Malcolm Gladwell's Tipping Point Theory
This framework highlights the roles of key individuals and contextual factors when spreading ideas.
Malcolm Gladwell's Tipping Point Concepts Seth Godin's Idea Diffusion
This framework discusses how ideas can spread through populations, and emphasises on the importance of targeting early adopters and creating products or messages that are easy to spread via word-of-mouth
Framework in Focus
Among these three frameworks, the STEPPS framework by Jonah Berger stands out to me because of its actionable approach towards crafting messages that encourage sharing. By focusing on specific message characteristics, marketers can design content that naturally appeal to an audiences' desires to share, which enhances its potential to go viral.
Case Study
In 2023, McDonald's launched their "As Featured In" meal campaign that celebrated the brand's appearances in movies, TV shows and pop culture. This campaign featured limited-edition meals inspired by famous moments in media, such as in movies like Space Jam and Loki. Fans were encouraged to engage on social media by sharing their own "As Featured In" meals, with the company reposting top posts and comments across its platforms. So how does this align with Jonah Berger's STEPPS framework?
Social Currency
By associating the meals with popular culture references, consumers felt "in the know" and they were eager to share their experiences to showcase their cultural savviness.
Triggers
The campaign connected everyday experiences such as eating at McDonald's with popular media, which serves as a trigger for consumers to share their own related stories.
Emotion
Nostalgia and excitement about favourite movies and shows evoke strong emotional responses which will serve as a push factor for sharing.
Public
The campaign was very visible, and the distinct packaging along with promotional materials make it easy for consumers to display and showcase their participation.
Practical Value
The "As Featured In" meal incorporated existing McDonald's favourites rather than introducing new, unfamiliar products. This ensures ease of purchase, minimal decision-making and a reliable taste experience due to the familiarity with hte brand. By keeping the products accessible and instantly recognisable, the barrier to participation was lower and it was effortless for customers to engage and share.
Stories
The campaign created a narrative that linked McDonald's to popular and loved media moments, providing a story that consumers wanted to share.
This campaign showcases how focusing on message characteristics that are highlighted in the STEPPS framework can effectively drive the spread of ideas through social media. By creating content that offers social currency, triggers, emotion, public visibility, practical value and storytelling, marketers can improve the likelihood of their message going viral.
References
Great analysis on the factors contributing to viral content on social media! Your discussion effectively highlights key elements that drive virality. One additional aspect worth exploring is the role of emotional engagement in making content go viral.
A recent article from DataDab (2024) emphasises that content evoking strong
emotions—such as awe, amusement, or surprise—tends to be shared more widely, as individuals are compelled to share experiences that elicit significant emotional responses. This aligns with the STEPPS model proposed by Jonah Berger, which identifies Emotion as a critical factor in content virality.
For instance, Dove's "The Face of 10" campaign in 2024 successfully utilized emotional storytelling to connect with audiences, leading to widespread sharing and engagement. The campaign featured authentic stories that resonated deeply with…