It is better to be in the spotlight for longer than to generate a buzz that runs out quickly.
Even without realizing it, in our contacts with friends, colleagues, and relatives we comment on brands and products saying positive or negative things about them. We talk about the cool bistro we discovered, our new cell phone, or that unmissable promotion in such a natural way that we don’t even realize it.
And everyone agrees that we will speak more of a novelty or of an impacting thing than of something that is trivial and dull. After all, a trip to Tibet is much more interesting than a jar of margarine, isn’t it?
However, although Tibet has a permanent impact on whoever visits it and is a good social currency that adds value to the speaker, this is a subject that does not come to mind very often. That is, in the daily lives of most people there are not many mental triggers that connect them to Tibet.
On the other hand, products with frequent triggers are best remembered. Even a common product like a car yields because every time we drive or see a similar model in the supermarket parking lot the trigger is activated. And these triggers increase the chance that we will talk about it over time.
For most products or ideas, it is more important to stay in the spotlight for longer than to generate a buzz that runs out quickly. If you go to meet your friends in extravagant clothing, it will be the topic of the moment, but the topic will probably be exhausted by the next day. However, if you communicate that you have decided to quit smoking, the comments on this new behavior will certainly continue indefinitely.
In summary, in addition to creating surprising content, it is essential that it is activated by the daily environment of the target audience with a strong trigger, which provokes comment, choice, and use. Social Currency makes people talk, but the triggers keep them talking.