I think brand-building content and purchase-driving content serve two different purposes. Brand-building content is what creates familiarity, trust, and a strong identity over time. It helps people connect with the brand before they are ready to buy. Purchase-driving content is more conversion-focused—it highlights the product’s specific benefits, solves a problem, and gives people a reason to take action right away. The strongest strategy is having both, because brand content brings people in, and conversion content helps turn that interest into sales.

If I had to create one piece of content for Sousa this week, I’d make a short-form video built around the idea of ‘why use two products when one does both.’ I’d show a relatable recovery moment—like after the gym, a run, or even a busy day—and position Sousa as the convenient all-in-one option. I think that content would work well because Sousa’s biggest differentiator is that it combines protein, electrolytes, and vitamins in one drink, so the content would immediately educate new viewers while still feeling natural and lifestyle-driven.

To increase engagement for a new supplement brand on social media, I would focus on creating content that feels relatable, educational, and community-driven rather than overly promotional. I would make short-form videos showing how the product fits naturally into a daily routine, such as morning wellness habits, gym prep, or post-workout resets, because that helps people picture themselves using it. I would also create content that answers common questions, highlights ingredients in a simple way, and explains the lifestyle behind the brand without making it feel too salesy. To boost interaction, I would use polls, Q&As, comment prompts, before-and-after routine style content, and trend-based videos adapted to the brand’s voice. I think consistency is also important, so I would mix educational posts, testimonials, lifestyle UGC, and engaging reels to build trust and keep the audience interested. For a supplement brand, especially, the goal is to make the content feel authentic, informative, and easy for people to connect with.