Brand content builds trust and connection over time—it makes people want the brand.Conversion content drives immediate action—it gives them a reason to buy now.You need both: one creates demand, the other captures it.

I’d create a short-form “before vs after + routine” reel.Concept: a quick transformation clip (real customer or creator), then cut to “what I changed” — highlighting 2–3 simple habits + where Sousa fits in (without being overly salesy).

I’d focus on three things: trust, value, and consistency.First, build trust with authentic content—real results, customer testimonials, and transparent education about ingredients (not just sales posts).Second, provide value through short-form content like tips, myth-busting, and fitness/nutrition advice people can actually use.Third, drive engagement with interactive formats—polls, Q&As, challenges, and user-generated content (e.g., transformation stories).I’d also collaborate with micro-influencers in the fitness space and stay consistent with a clear brand voice and posting schedule.