What is STEPPS?
STEPPS is a framework that explains why certain ideas, products, and messages spread like wildfire while others fade into obscurity. The acronym stands for Social Currency, Triggers, Emotion, Public, Practical Value, and Stories - six key principles that drive people to share.
Based on years of research into viral phenomena, STEPPS provides a scientific approach to creating contagious content. Whether you're marketing a product, spreading an important message, or simply trying to get your ideas heard, understanding these principles can dramatically increase your content's reach and impact.
The History and Origin
Jonah Berger, a marketing professor at the Wharton School of the University of Pennsylvania, developed the STEPPS framework through extensive research into viral content. Berger spent years analyzing why certain New York Times articles were emailed more than others, why some YouTube videos garnered millions of views, and what made certain products become cultural phenomena.
His research, published in the bestselling book "Contagious: Why Things Catch On" (2013), challenged conventional wisdom about virality. Rather than being random or dependent solely on influencers, Berger found that viral content consistently exhibited specific characteristics. The STEPPS framework distills these findings into actionable principles anyone can apply.
How to Use STEPPS Step by Step
Let's explore each element of the STEPPS framework:
1. Social Currency: We share things that make us look good People share content that makes them appear smart, funny, or in-the-know. Give them something that enhances their social standing.
How to create social currency:
- Find inner remarkability (something surprising or novel)
- Leverage game mechanics (points, badges, competition)
- Make people feel like insiders (exclusive information or access)
2. Triggers: Top of mind, tip of tongue We talk about what we're thinking about. Effective content is triggered by everyday sights, sounds, and experiences.
How to create triggers:
- Link your message to common environmental cues
- Consider frequency (how often triggers occur)
- Choose triggers that happen near decision points
3. Emotion: When we care, we share Content that evokes strong emotions - awe, excitement, amusement, anger, or anxiety - gets shared more than content that doesn't move us.
High-arousal emotions that drive sharing:
- Positive: Awe, excitement, amusement
- Negative: Anger, anxiety, fear
Low-arousal emotions that inhibit sharing:
- Positive: Contentment
- Negative: Sadness
4. Public: Built to show, built to grow The easier something is to see, the more likely people are to imitate it. Make private behaviors public.
How to increase public visibility:
- Create behavioral residue (ongoing visibility)
- Design products that advertise themselves
- Use social proof strategically
5. Practical Value: News you can use People share useful information to help others. Content with clear, practical value spreads because sharing it benefits both the sharer and receiver.
How to highlight practical value:
- Emphasize incredible deals or savings
- Package information in digestible formats
- Focus on immediately actionable advice
- Use the "news you can use" frame
6. Stories: Information travels under the guise of idle chatter People don't share information; they share stories. Embed your message in a narrative that people want to retell.
Elements of shareable stories:
- Clear beginning, middle, and end
- Relatable characters or situations
- Your message as an integral part (not tacked on)
- Easy to remember and retell
Practical Examples
Example 1: Blendtec's "Will It Blend?" Campaign
Social Currency: Blending unusual items (iPhones, marbles) was remarkably entertaining Triggers: Every time people used a blender, they thought of the videos Emotion: Surprise and amusement at seeing expensive items destroyed Public: Videos were easily shareable on social media Practical Value: Demonstrated the blender's power effectively Stories: Each episode was a mini-story with suspense and payoff
Result: Over 300 million views, 700% increase in sales
Example 2: ALS Ice Bucket Challenge
Social Currency: Participants looked charitable and fun Triggers: Nominations created social pressure and anticipation Emotion: Fun mixed with purpose created positive feelings Public: Videos on social media made participation visible Practical Value: Clear donation instructions and ALS information Stories: Each video was a personal story of accepting the challenge
Result: $115 million raised, 17 million participants
Example 3: Dove's "Real Beauty Sketches"
Social Currency: Sharing showed emotional intelligence and depth Triggers: Conversations about beauty and self-image Emotion: Powerful emotional revelation about self-perception Public: Social media sharing and discussions Practical Value: Important message about self-esteem Stories: Each woman's journey from self-criticism to appreciation
Result: Most-watched ad ever, 114 million views in first month
Benefits and Life Improvements
1. Amplified Message Reach Understanding STEPPS helps your ideas spread far beyond your immediate network, multiplying your impact without additional advertising spend.
2. More Effective Communication Whether pitching ideas at work or sharing on social media, STEPPS principles make your messages more memorable and shareable.
3. Better Content Creation Stop guessing what will resonate. STEPPS provides a checklist for creating content with viral potential.
4. Improved Marketing ROI By building shareability into your campaigns, you get free distribution through word-of-mouth, dramatically improving return on investment.
5. Enhanced Persuasion Messages designed with STEPPS principles are more likely to change minds and drive action because they leverage psychological triggers.
6. Competitive Advantage While competitors rely on paid advertising, you can achieve greater reach through engineered word-of-mouth.
7. Deeper Audience Understanding STEPPS forces you to think about what truly motivates your audience, leading to better products and services.
Applying STEPPS to Your Content
When creating content, ask yourself:
- Does this make the sharer look good? (Social Currency)
- What will remind people to talk about this? (Triggers)
- What emotion does this evoke? (Emotion)
- Can others see when someone engages with this? (Public)
- How does this help people? (Practical Value)
- What's the story here? (Stories)
You don't need all six elements, but the more you incorporate, the more likely your content is to spread.
Common Mistakes to Avoid
- Focusing only on the message, not the messenger's motivation
- Creating triggers that are too abstract or infrequent
- Evoking low-arousal emotions like sadness or contentment
- Hiding user engagement or making sharing difficult
- Burying practical value in complex presentations
- Tacking your message onto a story rather than integrating it
Conclusion
The STEPPS framework transforms viral content from a mystery into a science. By understanding the psychological principles that drive sharing, you can engineer your messages for maximum spread and impact.
In our connected world, the ability to create contagious content is a superpower. Whether you're building a brand, championing a cause, or simply trying to be heard above the noise, STEPPS provides the blueprint for messages that spread.
Remember: virality isn't luck or magic - it's psychology. Master these six principles, and watch your ideas take flight. The next time you create content, don't just hope it spreads. Engineer it to be contagious from the start.