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Advertising and media
Six reasons people share (STEPPS)
| Driver | Why people share | Question for your idea |
|---|---|---|
| Social currency | It makes them look smart, funny or in the know | What does sharing this say about the sharer? |
| Triggers | Everyday cues keep the idea top of mind | What regular moment will remind people of it? |
| Emotion | High-arousal feelings like awe or anger push action | What will people feel, and how strongly? |
| Public | What others can see gets copied and discussed | Can others see who used or joined it? |
| Practical value | Helping friends with useful info feels good | Would someone forward this to help a friend? |
| Stories | Stories are easy to retell and carry the brand | Is the brand essential to the plot? |
| Driver | Why people share | Question for your idea |
|---|---|---|
| Social currency | It makes them look smart, funny or in the know | What does sharing this say about the sharer? |
| Triggers | Everyday cues keep the idea top of mind | What regular moment will remind people of it? |
| Emotion | High-arousal feelings like awe or anger push action | What will people feel, and how strongly? |
| Public | What others can see gets copied and discussed | Can others see who used or joined it? |
| Practical value | Helping friends with useful info feels good | Would someone forward this to help a friend? |
| Stories | Stories are easy to retell and carry the brand | Is the brand essential to the plot? |