I think content that builds a brand is all about long-term connection, it's about shaping how people feel, creating trust, and making the brand part of their lifestyle. Content that drives a purchase, on the other hand, is more immediate—it highlights specific benefits, offers incentives, or creates a sense of urgency. Ideally, both work together—brand-building keeps people coming back, and purchase-driven content converts that trust into action.

If I were to create one piece of content for Sousa this week, I’d focus on a visually stunning TikTok of the strawberry milkshake. I’d highlight its vibrant color and fresh ingredients, but also talk about how it delivers both protein and hydration. This would really tap into a fresh, post-workout vibe

I’ll create short, authentic videos showing how I incorporate the supplement into my day—whether it’s a morning workout, a hydration break, or a productivity boost. I’ll also engage my audience with Q&As and challenges tied to the brand.