I think the difference is in the role the content plays. Brand-building content shapes perception: it helps people understand who the brand is, what it stands for, and why it feels distinct. Purchase-driving content moves people closer to action by creating relevance, desire, or a clear reason to choose the product. In practice, I do not see them as completely separate. The most effective content often builds the brand and supports conversion at the same time, especially for consumer products where people buy not just because of function, but also because of how the brand fits into their lifestyle.

I’d create a short “choose your recovery personality” Reel/TikTok. For example: the one who goes straight home, the one who stays at the gym taking mirror pics, the one who turns every workout into a social event — and in each version, Sousa is part of the post-workout routine. It would be playful, relatable, and easy to adapt to current TikTok-style humor. I think this would work well because it makes the brand feel more fun and culturally aware, instead of just informational. It still shows the product benefit, but in a way that feels more shareable and engaging.

I’d increase engagement by combining strong short-form content with active community interaction. For this brand I think the priority is making the product feel both useful and relatable, so I’d focus on content pillars like post-workout routines, hydration/protein benefits, taste-focused content, and lifestyle content that fits naturally into people’s day. I’d also look closely at what is already performing well in the fitness and wellness space and adapt those formats in a way that feels authentic to the brand. Beyond content itself, I think engagement grows when the brand feels responsive and human. I’d make sure comments and DMs are actively managed, encourage conversation through hooks and captions, and use creators or UGC-style content to build trust faster. For me, the goal would be to create content that not only gets views, but also makes people want to interact, save, share, and remember the brand.