I think about it as two different goals: one builds trust over time, and the other converts that trust into action.

Content that builds a brand is more about connection and identity. It’s not focused on selling right away, it’s focused on how people feel about the brand. This is the kind of content that’s relatable, entertaining, or valuable, like lifestyle videos, routines, or storytelling. From my experience creating content, this is what makes people follow, remember, and trust a brand.

On the other hand, content that drives a purchase is more direct and intentional. It highlights the product, its benefits, and why someone should buy it now: like testimonials, demos, or clear problem-solution videos. This type of content works best when there’s already some level of trust.

I see them working together. Brand-building content brings people in and keeps them engaged, while conversion content turns that attention into sales. You can’t really have one without the other if you want long-term growth.

I’d create a “real vs expectation” style video that compares an unrealistic, aesthetic wellness routine to what actually helps. It would start with something like “what I thought would fix my energy” versus “what actually worked,” showing a simple, realistic routine that includes Sousa. This type of content is trending right now because people are moving away from perfection and connecting more with honesty, which helps build trust and engagement

.Another idea would be taking Sousa to the streets and filming real people trying it mixed with milk or other liquids, capturing their honest reactions using Ray-Ban Meta smart glasses. That first-person, candid perspective instantly grabs attention and feels more immersive than a typical video. It also adds a layer of authenticity since viewers can see genuine, unfiltered reactions in real time.

Lastly, I would collaborate with a smaller influencer who already aligns with the brand and genuinely enjoys Sousa, and have them share their authentic experience. Instead of a scripted promotion, I’d focus on real feedback and how they incorporate it into their routine. From my experience, this type of content performs really well because people trust real users more than brands, and it helps build credibility while reaching a new audience.

I’d focus on making the brand feel relatable and part of everyday life, not just another product being promoted.

I’d use short-form content like Reels and TikTok's to show how the supplement fits into routines: like mornings, workouts, or study days, since that’s what people actually engage with. I’d also use trends and strong hooks to reach new audiences.

Engagement-wise, I’d prioritize interacting with the community by replying to comments, asking simple questions, and using polls or Q&As. I’d also leverage user-generated content and micro-influencers since people trust real experiences more than ads.

Overall, I’d focus on content that feels real, adds value, and makes people want to interact, not just scroll.