When building a content calendar from scratch, I’d start by defining three core content pillars: education, trends, and lifestyle. Education content would focus on explaining the product and its benefits in simple ways, like ingredient breakdowns, taste tests, or comparisons to other snacks. Trend content would focus on tapping into TikTok and Reels trends so the brand feels native to the platform and stays culturally relevant. Lifestyle content would show how the product fits into everyday routines like workouts, study days, road trips, or morning routines. Once those pillars are clear, I’d map out a monthly calendar that balances all three so the feed doesn’t feel repetitive or overly promotional.

Poppi is one brand I think is absolutely killing it on social right now. What they do really well is influencer gifting and creator partnerships, especially with mid-size creators like college lifestyle, wellness, and fitness creators who feel relatable to their audience. Instead of only pushing big celebrity collaborations, Poppi constantly shows up in normal content like morning routines, workouts, study days, or “what I eat in a day.” Because of that, the product feels like a natural part of a healthy lifestyle instead of a traditional ad.

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