This Principle involves to what extent a product or idea “sticks” in the mind of a viewer or consumer. It’s the same reason we place “share” buttons on blogs and request people to subscribe to our blogs.įinding that right person can allow for anything unknown to become known in just a matter of time. It’s a simple, yet genius marketing tool. These social media users have many followers and their followers like what they post and share it.īusinesses use these influencers to build brand awareness.

If you have an Instagram account with hundreds of thousands of followers, you could make some serious cash by representing a brand. Gladwell defines this “law” like this: “The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.”īusinesses now call these “few” “influencers” on social media. Take a look at this breakdown, and think of how you might use these same thoughts in your day-to-day marketing duties. He broke everything down into a few specific principles that help us understand how ideas move. Gladwell saw the nature of what makes things go viral. He saw what made people attracted to ideas and products. Gladwell knew something that all social media marketers would need to know just a few years later.

The Tipping Point was Gladwell’s first successful book, which he adapted from an article he wrote about the drop in crime in New York City and the social movements that made it happen. It’s something that social media marketers spend their lives trying to figure out. Malcolm Gladwell is an iconic figure in the Social Sciences for figuring out what makes people move in a certain direction or gravitate towards certain products. What makes certain things fly and others stay stagnant? It’s a formula of luck, precision, and finding something that people can’t get enough of.

The tipping point book