I think the best-performing beverage content right now uses trending sounds, sound bites, and references from viral TV shows, movies, and pop culture moments. Whether it's a popular quote from a show like Off Campus, a trending audio clip, or a random one-hit wonder that suddenly takes over TikTok, brands that move quickly and join the conversation tend to perform well.I also like when brands mix pop culture and lifestyle content into their feeds instead of posting ad after ad. The most engaging accounts feel like they're participating in internet culture, with the product naturally appearing in the content rather than being the entire focus of every post.

To me, lifestyle content feels authentic when it captures people genuinely having fun. The best content isn't necessarily perfect- it's energetic, vibrant, and makes you feel like you want to be there too.I don't mind if content is edited or curated, as long as it still feels genuine. You can usually tell when people are actually enjoying themselves versus when they're forcing a moment for the camera. The most engaging content shows real experiences, real reactions, and creates a sense of community rather than feeling like an advertisement.

I would love to see Saint James sold at 57 North Market, the convenience store located inside the Ikenberry Commons dining area. Thousands of students, especially freshmen, pass through there every day to grab snacks, drinks, and quick meals, making it a great place for students to discover the brand.I would also like to see Saint James carried at popular campus convenience stores like County Market on Green Street and other grab-and-go locations students visit between classes. The easier it is for students to find Saint James as part of their daily routine, the more likely they are to become repeat customers.