Content that builds a brand focuses on trust, relatability, and connection, it’s about showing lifestyle, values, and consistency so people remember and resonate with the brand. Content that drives a purchase is more direct and action-focused, highlighting clear benefits, results, or urgency (like testimonials, before/afters, or promotions). A strong strategy balances both—brand content builds interest, and conversion content turns that interest into sales.

If I had to create one piece of content for Sousa this week, I would make a short-form “day in the life” style Reel or TikTok showing how someone naturally incorporates the supplement into their routine. For example, it would follow a relatable person (like a busy student or someone getting back into fitness) throughout their day—morning routine, quick workout, study/work time—subtly featuring the product in a realistic way rather than making it feel like an ad. I’d pair it with a trending sound and add text overlays like “trying to stay consistent,” “no time but still showing up,” to make it feel authentic and relatable. I’d choose this because lifestyle-based content performs really well right now and helps build trust, especially for a new brand. People are more likely to engage with and remember content that feels real and fits into their everyday life rather than something overly promotional.

I would increase engagement by focusing on relatable, value-driven content and consistency. For a new supplement brand, I’d start by identifying the target audience (for example: gym beginners, busy students, or wellness-focused individuals) and creating content that speaks directly to their lifestyle and goals.