Avoid Short-Term Success of Viral Content by Implementing the CRE Framework

The pursuit of viral content has become a primary strategy for brands and creators aiming to capture attention and expand their reach. While viral content can lead to short-term spikes in engagement, it often fails to foster meaningful connections or build long-term brand loyalty on its own. To create content that has the potential to go viral while also building lasting relationships with your audience, content creators and marketers should apply our CRE Framework. This approach enhances your content strategy by focusing on three key elements: Connect by deepening your audience understanding, Resonate by infusing authenticity into your brand voice, and Elevate by providing lasting value beyond fleeting engagement. By incorporating these principles into your content creation process, you can develop attention grabbing content that also contributes to long-term brand success and audience loyalty.

Relying on One Social Media Channel Diminishes Your Digital Reach

A risk in pursuing viral content is over-reliance on one or two channels, which can leave brands vulnerable to algorithm changes. The CRE Framework promotes a balanced approach by encouraging creators to diversify their engagement channels. Acting as a bridge between content creation, audience engagement, and long-term brand building across multiple platforms, CRE empowers brands to shape a cohesive narrative that resonates across various platforms and touchpoints, from social media to email marketing and beyond. The flexibility of the CRE Framework allows brands to quickly adapt to new channels or shifts in audience behavior, which is crucial in today’s rapidly evolving digital landscape.

Neglecting Authentic Connections Leads to Short-Term Engagement and Weakened Loyalty

To truly connect with your audience on social media, create experiences that make followers feel involved and valued. Authentic connection goes beyond likes and shares; it’s about building a space where followers can see themselves in your brand. Use active engagement to respond genuinely in comments and direct messages, acknowledging their voices in real-time. Offer glimpses behind the scenes to reveal the people, places, and processes that make your brand relatable and real. Invite followers into the conversation with interactive experiences like Q&A sessions or live events where they feel a part of the brand’s journey.

A great example of this approach is Coca-Cola’s “Share a Coke” campaign, which personalized bottles with popular names, encouraging customers to share photos on social media. The campaign went above and beyond by integrating technology, allowing consumers to track down specific bottles through a mobile-optimized website and app. Coca-Cola also organized pop-up events for personalized label printing, aligning the campaign with significant cultural moments like the FIFA World Cup to maximize engagement. This multifaceted strategy not only increased sales but also fostered emotional connections, transforming a simple beverage into a platform for community-building and storytelling. By inviting participation and leveraging personalization, Coca-Cola demonstrated how brands can create meaningful connections that resonate with their audience

Resonate with Customer Values and Experiences for Deeper Engagement

To resonate with your audience, your content must align with their core values and beliefs, creating a meaningful connection that speaks to what they care about most. Start by conducting thorough audience research using surveys and social listening tools to uncover their priorities. Once you have this insight, craft relatable narratives that authentically reflect your audience’s experiences. For instance, if sustainability is a key concern, share stories about your company’s eco-friendly practices or feature customers making positive environmental impacts. Taking a stand on relevant issues can further strengthen this connection.

For example, Ben & Jerry’s, which not only sells delicious ice cream but also actively advocates for environmental causes. Their commitment to issues like climate change is woven into their brand identity, as seen in campaigns that promote sustainability and ethical sourcing. By aligning their messaging with the values of their audience, Ben & Jerry’s fosters deep loyalty with consumers who share those beliefs. Implementing these strategies allows you to create content that resonates deeply, fosters lasting relationships and reinforces their connection to your brand.

Don’t Just Entertain, Enrich Your Customer’s Lives

To elevate your content and provide meaningful value to your audience, focus on enriching their lives rather than with content that educates and empowers them. Start by creating educational resources, such as how-to guides or tutorials that relate directly to your industry. For instance, a skincare brand could offer detailed skincare routines for various skin types. Additionally, address common pain points by offering practical solutions, such as Whole Foods Market’s blog that provides recipes and nutritional tips, helping customers make informed lifestyle choices. By consistently delivering value through education and problem-solving, you position your brand as a trusted authority and partner in your audience’s journey, elevating your brand by fostering deeper connections and long-term loyalty.

CRE Framework Shifts Focus from Viral Obsession to Sustainable Engagement

A couple brands have successfully transitioned from viral-focused strategies to more sustainable approaches that prioritize authentic engagement and community connections. One notable example is Airbnb, which shifted its marketing strategy by launching the “Airbnb Experiences” program in 2016. This initiative allows travelers to connect directly with local hosts, offering unique activities, such as pasta-making classes in Rome or street art tours in Glasgow. By fostering authentic connections, Airbnb resonates with travelers seeking immersive cultural experiences. Data shows that 22% of users choose Airbnb for local experiences. Furthermore, the program elevates the travel experience by providing meaningful value beyond accommodation, offering educational components like history tours led by experts or skill-building activities such as terrarium-making classes. By conducting extensive research to understand user desires and promoting these experiences through their platform, Airbnb has successfully created a new revenue stream while strengthening its brand identity as a facilitator of authentic travel. This strategy has built a more engaged community of users and hosts, exemplifying the principles of the CRE Framework.

Another example of a brand employing this framework is Nike.  They create a multi-layered experience across platforms that truly speaks to their audience. They connect by championing athletes’ journeys, sharing relatable stories from athletes of all levels, whether elite or every day. This focus on authentic stories creates a feeling of unity and support within their community.

Through campaigns like “Just Do It,” Nike resonates with a powerful, empowering tone that aligns with its audience’s mindset. Their content doesn’t just promote products; it inspires a mindset, urging followers to push boundaries, face fears, and believe in their potential. This voice remains consistent across Instagram, YouTube, and even email, which keeps their message clear and impactful.

To elevate, Nike doesn’t just stop at motivation. They deliver tangible value by offering training tips, nutritional advice, and mental resilience resources, especially in their Nike Training Club app and on YouTube. These resources not only support users’ fitness goals but make them feel seen and valued. With this approach, Nike builds an experience that feels personal and empowering, showing the strength of a well-rounded CRE strategy.

Create Lasting Impact with the CRE Framework

Focusing solely on viral content can be risky, potentially leading to inconsistent messaging and fleeting connections. The CRE Framework addresses these challenges by promoting connection, resonance, and elevation, fostering long-term relationships with audiences and a robust foundation for sustainable growth. This approach builds brand loyalty while creating a resilient strategy that can withstand shifts in the digital landscape.

While viral content may offer short-term gains, true sustainable growth demands a more thoughtful approach. The CRE Framework provides the structure needed to create content that reaches audiences and resonates on a deeper level. By implementing this framework, brands can create lasting impact and foster genuine connections that support them for years to come.