People share things that make them look good or interesting to others. By providing content that highlights uniqueness or insider knowledge, brands can enhance their customers’ social standing. Berger explains with the example of the $100 cheesesteak, stating, “Social currency amplifies the cool factor of sharing a product,” demonstrating that when consumers feel they are offering something special, they are more likely to spread the word. | Jonah Berger | Contagious

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Social Currency

People share things that make them look good or interesting to others. By providing content that highlights uniqueness or insider knowledge, brands can enhance their customers’ social standing. Berger explains with the example of the $100 cheesesteak, stating, “Social currency amplifies the cool factor of sharing a product,” demonstrating that when consumers feel they are offering something special, they are more likely to spread the word.

-- Jonah Berger