I think of brand building content and purchase driven content as serving different roles that are equally as important. Brand building content focuses on creating trust, identity and a connection with the customers. The goal in brand building content isn't to make immediate sales but to make the customers familiar and interested in the brand over time. On the other hand, purchase driven content is more direct and action oriented. This includes highlighting the benefits of the product and promotions that encourages the customers to purchase the product. I personally think the key is balance. If a brand only post content that drives a purchase, it can feel pushy and disengaging. But if it only focuses on branding without clear focus on the product, it could be difficult to convert the customer interest into sales hence why that balance is so important.

I would create a short video that can be posted on both Instagram and TikTok showing a "day in the life" of someone using Sousa, incorporating the product naturally into their routine. The video would be fast paced, visually engaging whilst keeping aligned with current trends and highlighting the different flavours available. I would pair this with a caption that encourages interaction and use the comments to increase engagement. I chose this approach because short, relatable content performs best on social media right now since they don't take long to watch unlike some adverts you find on YouTube. It also allows the audience to see the the product in a real life context , making it more appealing, while also building a brand identity that creates a community with their customers whilst still promoting the product.

I would identify the target market to understand what they care about and tailer the content so that it's appealing to them. Next I would prioritise educating the audience so they are aware of the benefits of the product and that encourages people to trust the brand and interact with online content. To encourage interactions with customers I would use interactive features such as polls, or Q&As as well as the comments to have conversations with customers and reposting customers reviews to build a sense of community with the customers. Finally, I would follow a posting schedule and post consistently in order to stay on top of trends and track performance by looking at the data such as the engagement rates on the videos.