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Content Creation · MS elective · 3 credit hours · 16 sessions

Crafting Social Media Contagious Content

Why do some ideas spread like wildfire while others die? This course explores the science of virality. Drawing on behavioral psychology and network theory, students will deconstruct the anatomy of “Contagious” content. The curriculum emphasizes the creation of shareable assets—memes, infographics, and challenges—that trigger emotional responses and leverage social currency.

§ 01 By the end you can
  1. Apply the STEPPS framework (Social Currency, Triggers, Emotion, Public, Practical Value, Stories)
  2. Analyze the psychology of sharing (Identity signalling vs. Altruism)
  3. Create "Meme-able" content that invites remixing and participation
  4. Design "Infotainment" graphics that simplify complex data for sharing
  5. Develop strategies to ride "Trend Waves" without losing brand identity
§ 02 Sixteen sessions

The whole semester.

  1. 01The Science of Virality: Why We Share
  2. 02The STEPPS Framework (Jonah Berger)
  3. 03Social Currency: Making Users Look Good
  4. 04Triggers: Top of Mind, Tip of Tongue
  5. 05Emotion: High Arousal (Awe/Anger) vs. Low Arousal
  6. 06Public: Designing for Visibility
  7. 07The Psychology of FOMO (Fear of Missing Out)
  8. 08 · MidtermMidterm Examination
  9. 09Practical Value: "News You Can Use" Content
  10. 10Stories: The Trojan Horse of Marketing
  11. 11Trendjacking: Riding the Cultural Wave
  12. 12Meme Marketing: Humor & Relatability
  13. 13User Generated Content (UGC) Campaigns
  14. 14Influencer Collaboration for Reach
  15. 15Measuring Virality: The K-Factor
  16. 16Final Project: The Viral Content Launch

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Viral Content Launch

How it’s judged

Recommended reading
  1. Contagious: Why Things Catch On by Jonah Berger
  2. Made to Stick by Chip Heath and Dan Heath
  3. The Tipping Point by Malcolm Gladwell
  4. Hooked: How to Build Habit-Forming Products by Nir Eyal
  5. Hit Makers: The Science of Popularity in an Age of Distraction by Derek Thompson
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