I make sure my content resonates by first understanding the audience’s lifestyle, habits, and what they actually care about, then creating content that feels natural to that environment. I focus on relatable moments and real reactions, especially at events, so it doesn’t feel staged or overly promotional. I also pay attention to what performs well in the space and adjust quickly based on engagement and feedback.

Content that builds a brand focuses on trust, identity, and connection. It shows lifestyle, values, and consistency so people recognize and relate to you over time. Content that drives a purchase is more direct and focused on results, highlighting clear benefits, a problem and solution, and why someone should buy now. The best approach is combining both, building trust first and then converting with simple, high impact product content. The best approach is combining both, building trust first and then converting with simple, high impact product content.

I’d create a “Sousa Smiles” video where I show people before and after drinking the product, starting tired post-workout, then energized and refreshed after. It’s simple, visual, and relatable, making the transformation easy to understand. This format is engaging and shareable, while clearly highlighting the product’s impact.