I see it as a balance between long-term perception and short-term action. Brand-building content focuses on creating identity, trust, and emotional connection. It’s less about selling and more about showing values, lifestyle, and personality so people remember and relate to the brand. Conversion-driven content, on the other hand, is more direct. It highlights specific benefits, results, or offers, and includes clear calls to action to encourage a purchase. The key is combining both: brand content attracts and builds loyalty, while conversion content turns that attention into sales. A strong strategy uses brand content to warm up the audience, then conversion content to close.

I would create a short-form video (Reel/TikTok) showing a quick, relatable transformation or routine using Sousa’s product — for example, a “day in the life” or “before vs. after workout” format. The video would be fast-paced, visually engaging, and include a clear benefit (energy, recovery, performance), ending with a simple call to action. I’d choose this format because short-form video currently generates the highest reach and engagement, and it allows the audience to quickly understand the product’s value in a natural, authentic way.

To increase engagement for a new supplement brand on social media, I would focus on three key areas: value, trust, and interaction. First, I’d create educational and useful content (e.g., benefits, how to use the product, fitness tips) so the audience gains real value, not just promotion. Second, I’d build trust by sharing testimonials, before-and-after results, and collaborating with micro-influencers in fitness or health. Authenticity is essential in this industry. Finally, I’d drive interaction through short-form videos, polls, Q&As, and clear calls to action (e.g., “What’s your fitness goal?”). Consistency and quick replies to comments/messages would also help create a strong community.