The social currency principle: why people share (and how Skool grows because of it)

People don’t just share stuff for the sake of it.

They share things because it says something about them.

Sharing makes them feel good, look good, or connect with others.

That’s social currency, and it’s what drives engagement, community, and word-of-mouth.

For the back story, Jonah Berger, a marketing professor (and the author of Contagious: Why Things Catch On) came up with the term while researching into why certain ideas, products, and behaviors go viral.

He wanted to understand why some things spread through word-of-mouth marketing while others don’t.

(a cool story to read on that)

The principles are easy. People share and engage because of:

1. Status & Identity – Makes them appear knowledgeable, VIP, or part of a select group. Example: Exclusive clubs or invite-only platforms

2. Conversation Value – Content that is surprising, entertaining, or insightful makes them seem interesting. Example: The Ice Bucket Challenge

3. Insider Benefits – They love feeling like they have access to something rare, early, or secret. Example: pre-launch access, or hidden menu items

4. Utility & Practicality – Useful information makes them appear resourceful. Example: Life hacks, financial tips, or productivity tricks

5. Emotional Triggers – Content that evokes strong emotions (positive or negative). Example: Inspirational, shocking, or heartwarming moments

6. Affiliation & Community – Content that aligns with their identity or group to reinforce belonging. Example: Political opinions, sports teams, or lifestyle choices.

Now, how would that work for a Skool community, you'd ask :)

While there is no way (yet) to really distinguish members except with leaderboards, you can create exclusive pfp template reflecting your community’s colors, or a pinned post to celebrate their contributions. It’s like handing them a digital trophy for being awesome!

2. Post content that’s surprising, insightful, or fun (yes, it doesn't always have to be serious ^^). Think viral memes, mic-drop lessons, or shocking stats

3. Make your memvers feel like VIPs: early access to content, hidden features, or exclusive invites to workshops, for instance. Leverage the FOMO factor

4. Share templates, quick wins, or life hacks that make people’s lives easier. When members find value, they naturally tell others about it

5. Tap into emotions like humor, awe, or inspiration. You can even be controversial, from time to time

6. Create collaborative activities, encourage members to share their goals and facilitate networking inside your group. That can be through group challenges, themed discussions, or simply introducing members if they can bring value to each other. Your community will feel like home, and members will invite others to join

Skool isn’t just a platform, it’s a community engine. Social currency is what keeps members engaged and coming back for more. Every share, badge, or joke strengthens the bond.

Wwhich of the currency principles are you using / want to use in your Skool community? 🚀

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