I think of it as long-term vs. short-term impact.Content that builds a brand focuses on trust, identity, and connection. It’s relatable, educational, or entertaining, and helps people remember the brand and feel something toward it over time.Content that drives a purchase is more direct and action-oriented. It highlights benefits, urgency, or results, and pushes the audience to take the next step, like buying or trying the product.The key is balance—brand content warms the audience up, and purchase content converts them.

I would create a short “Day in the Life with Sousa” reel showing a student balancing classes, stress, and energy dips, while naturally incorporating the supplement into their routine.This works because it’s relatable, story-driven, and feels authentic rather than like an ad, which helps build trust and engagement quickly.

To increase engagement for a new supplement brand, I would focus on relatable, value-driven content instead of just promoting the product.I’d create short posts or reels that address real problems like low energy or poor focus, then naturally connect solutions to the supplement. I’d also use interactive features like polls and Q&As to encourage participation.Additionally, I’d include user-generated content to build trust and keep visuals clean and consistent. The goal is to engage and educate first, then sell naturally.