To build a brand you must sell a feeling, an aesthetic, and familiarity and trust with your audience. For example day in the life, get ready with me, or funny and relatable content. Content that drives a purchase is direct and educates the audience clearly on the benefits of a product. It’s more focused on a specific problem and providing a convenient solution. Think testimonial focused or educational content.

I think both types of content are important and can be used together.

I noticed your best performing video follows the POV format. I would build on the “POV: you’re tired of choosing between protien and electrolytes” concept but add on a more lifestyle aesthetic into the video. The video would show a simple and realistic routine, like finishing a workout and feeling tired, and making Sousa a post workout habit. The goal would be to make the viewer almost forget that the content is an ad. You could even possibly add in some light humor or “getting my life together” themes to make the content more relatable. Then just add a trending song and you’re good to go.

I would sell a feeling or a lifestyle, not just the product itself or it’s basic benefits. I’d post colorful visuals that convey an aesthetic, but still maintain relatable imagery (think routines, post-workout content, day in the life) that naturally incorporates the product. Short-form video content would be my main focus with quick cuts and trending sounds to create vibes and capture the viewers attention in seconds. I would research current trends and create a variety of content (think before/after, problem to solution, and storytelling). I would analyze which types of content did best with audiences and then prioritize similar content in the future. I would also engage with the audience by replying to comments and messages to build stronger community.