1. Brand-Building Content (Top of Funnel) Goal: Create awareness, trust, and emotional connection Focus: Story, lifestyle, values, identity Tone: Inspirational, relatable, entertaining Examples: “Day in the life” using the product Founder story or behind-the-scenes Educational posts (tips, myths, routines) What it does: 👉 Makes people like you 👉 Builds familiarity and trust over time 👉 Keeps your brand in their mind Key metric: Engagement (likes, shares, saves, follows) 2. Purchase-Driving Content (Bottom of Funnel) Goal: Convert interest into action Focus: Benefits, proof, urgency, clarity Tone: Direct, persuasive, confident Examples: Testimonials / before-after results “Why this works” breakdown Limited-time offers or bundles What it does: 👉 Makes people buy now 👉 Removes doubts and hesitation 👉 Creates urgency Key metric: Conversions (sales, clicks, DMs) 3. The Key Difference (Simple Way) Brand content = “Why should I care?” Sales content = “Why should I buy now?” 4. Why You Need Both If you only do: Brand content → People like you but don’t buy Sales content → Feels pushy, low trust, poor long-term growth The best strategy is a mix: ~70% brand-building ~30% conversion-focused 5. Smart Strategy (How They Work Together) Brand content attracts and warms people They follow and engage Then sales content converts them Example: Reel: “I used to feel tired every day…” (brand) Follow-up: “This is exactly what I used + results” (sales)

Content Idea: “From Tired to Turned Up” (7-Day Reset) Concept: A quick, engaging video showing a person going from low energy / dull mood → to feeling fresh, confident, and active after incorporating Sousa into their routine. Structure: Hook (first 3 seconds): “POV: You’re always tired after work…” Problem: Show real-life struggle (yawning, low energy, messy routine). Solution intro: “I tried this for 7 days…” (introduce Sousa naturally) Transformation: Clips of improved energy, gym, better mood, confidence. CTA: “Would you try this? Comment YES or DM ‘START’” Why This Works Relatable: Targets a common pain point (low energy/stress), especially for working adults like in Singapore. Story-driven: People connect with before → after journeys more than product ads. Short-form = high reach: Reels/TikTok are the fastest way to grow engagement organically. Soft sell: Doesn’t feel pushy—builds curiosity instead.

1. Build Trust First (Very Important) Show real people: Share customer testimonials, before/after journeys, or lifestyle stories. Educate, don’t just sell: Explain benefits, ingredients, and how the supplement fits into daily life. Transparency: Talk about sourcing, quality, and safety—this reduces skepticism. 2. Create Engaging Content Types Short-form videos (Reels/TikTok): “Day in my life using this supplement” “What happens if you take this for 7 days?” Myth vs Fact posts: Bust common supplement misconceptions. Quick tips: Fitness, hair growth, skin, energy—tie it naturally to your product. 3. Use Relatable Storytelling Instead of: “Buy this supplement” Say: “I used to feel low energy every day after work—this helped me fix it.” People engage more with stories than ads. 4. Leverage Micro-Influencers Partner with small creators (1K–50K followers). They often have higher engagement and trust than big influencers. Focus on niches: fitness, wellness, hair care (relevant to your brand). 5. Interactive Content Polls: “Do you struggle with low energy?” Q&A: “Ask me anything about supplements” Giveaways: “Tag a friend & win a 1-month supply”