If I had to prioritize one metric, it would be share rate. That’s what really drives organic growth, especially with Gen Z. Likes are passive, but shares mean someone saw the content and thought, ‘this is so me’ or ‘I need to send this to someone.’ That’s what pushes content beyond your current audience and gives it viral potential. To get Dirty Pop to go viral, I’d focus on creating content that people feel something about, whether that’s humor, relatability, or a ‘wait… this is actually so me’ moment. Gen Z shares content that reflects their identity or makes them look funny, in-the-know, niche, set-apart, aesthetic, etc. I’d also build repeatable content series so the audience knows what to expect and comes back for more, while still leaving room to jump on trends quickly. Pairing that with strong community engagement, like replying to comments in a way that extends the content or turns them into new videos, helps increase visibility even more. Ultimately, going viral isn't just luck. It’s about consistently creating content that people feel connected to enough to share, and then doubling down and innovating on what works.

I’d engage Gen Z by creating content that actually feels like something we’d stop and watch, not something that feels like an ad. As someone who is Gen Z, I understand that we’re drawn to content that’s relatable, quick, a little unfiltered, and has personality behind it. For Dirty Pop, I’d really lean into that ‘soda but make it wellness’ contrast and turn it into content that feels fun and a little out of the box, just like the product. I’d focus on short-form videos using trends, but in a way that still feels on-brand: like POVs, day-in-my-life content, or playful takes on health and fitness that don’t feel overly strict or unrealistic. I’d also prioritize building a strong community by actually talking with the audience, not at them, replying to comments in a witty way, encouraging user-generated content, and making followers feel like they’re part of the brand, not just consumers. Since trends move fast, I’d stay really tapped into what’s working and be ready to pivot quickly, while still keeping the brand voice consistent. Overall, my goal would be to make Dirty Pop feel less like a product and more like a personality people want to engage with, while still keeping the product at the center in a way that feels natural and desirable. Instead of hard-selling, I’d integrate it into everyday moments and content that highlights its benefits, like convenience, taste, and plant-based protein, etc. It would feel authentic to how Gen Z actually lives. That way, we’re not just building a community around the brand, but also consistently reinforcing why people would want to buy and keep coming back to Dirty Pop!

I am a Creative Media Production student and a lot of my assignments involve content creation! One particular assignment involved video, audio, and editing production. It allowed for me to plan for content, write audio script, and produce videos to compile into a semester recap project.