EP 306: From Viral to Vital: What Actually Works on Social Now - A Conversation with Scott Kramer

What if the biggest challenge on Social Media today isn’t creating content - but building trust? In this episode of The Direct Selling Accelerator Podcast, Sam explores how social media is shifting from chasing viral moments to creating meaningful, trust-driven connections with your audience. As AI, misinformation, and online noise continue to grow, the strategies that once worked online are changing fast. Sam and guest Scott Kramer unpack how declining trust is shaping the way people engage with content, why relying on links alone is no longer enough to convert customers, and how understanding the role of keywords, conversation, and authentic engagement can help your content reach the right people. They also discuss the importance of building a relatable personal brand online and why focusing on genuine connection can turn social media into a powerful business-building tool. If you’re ready to move beyond chasing reach and start building credibility, trust, and lasting relationships on social media, this episode will give you a fresh perspective on what actually works today. We’ll be talking about: ➡ [00:27] What’s Actually Working in 2026 ➡ [03:48] The Biggest Shift in Social Media ➡ [07:24] Algorithm Chaos Explained ➡ [10:30] Viral vs Vital (Why Views Don’t Matter) ➡ [13:03] Conversation Loops That Convert ➡ [15:12] Trust: The #1 Growth Strategy ➡ [20:06] AI vs Authenticity ➡ [27:00] Why Perfect Content Fails ➡ [31:24] The Character Diamond Framework ➡ [36:06] Keywords Over Hashtags ➡ [40:00] Content That Actually Connects ➡ [46:24] The Future of Social Media ➡[49:06] What To Do If You Feel Stuck About the guest: Scott Kramer is a media and entertainment veteran who's credits run the game of television, film, digital, publishing and large-scale live events. Scott currently serves as Chief Brain at Multibrain. Multibrain is an award winning software digital agency whose Social Media software products power over 300,000 entrepreneurs worldwide, with some of the top Direct Selling brands in the World. Kramer is also a popular keynote speaker and expert on the topic of Social Selling Prior to the launch of Multibrain, Kramer was the Senior Vice President of Integrated Media for IMG Worldwide. As Head of Global Brand Partnerships, he directed sales, marketing and development staff in the US and UK, overseeing revenues across entertainment, digital and sports media. Scott has an extensive experience directing cross-functional teams in developing new revenue generating creative and multi-platform content strategies for entertainment, media and consumer brands. Highly skilled in driving creative vision, from concept through execution for agency, television, music, digital, radio, and print companies. Strong ability to effectively provide senior-level management experience to operations, P&L, and business development. Resources: ➡ Free Ebook: multibrain.net/ebook Previous Episode: https://youtu.be/CJdGJ_sg8To Book Link: ➡ The Secret of Secrets – Dan Brown: https://bit.ly/4cY3PBZ Quote: “Hope you find it in everything that you seek.” – Howard Jones Free Facebook community: https://www.facebook.com/groups/socialmediafordirectsellerswithgregandsam/ Are you ready to keep growing? Learn more about joining the Auxano Family - https://go.auxano.global/welcome Connect with Sco