To hook users, you need a strong first 1–3 seconds that either surprises them, feels super relatable, or makes them curious, like “this shouldn’t exist, but it does” or “I replaced my soda with this for a week.” It should make people feel like they have to keep watching. For storytelling, focus less on selling the product and more on the moment it fits into, like a post-workout routine or a soda craving. When people see themselves in the situation, the product naturally feels like the solution, which makes the content more engaging and shareable.

I prioritize engagement rate (especially shares + saves) because that’s what actually tells you people care, and shares are what push content to go viral. To get a protein soda to go viral, I’d lean into the “this shouldn’t exist, but it does” angle. Create content that sparks curiosity or debate, like “protein… in SODA???” and use strong hooks in the first 2 seconds. Then build around reactions, taste tests, and slightly chaotic/relatable content (like replacing your Diet Coke addiction with Dirty Pop) so people feel the need to send it to friends. Viral content = surprising + relatable + shareable.

I’d lean into humor, chaos, and relatability. Gen Z doesn’t want polished ads; they want content that feels like it belongs on their FYP. I’d create funny, slightly unhinged TikToks around “why is my soda… healthy??” and play into the surprise of protein soda, using trending formats and comment-driven content. Then I’d use micro-creators to show it in real life (grabbing one instead of a regular soda, late-night cravings, etc.) so it feels authentic, not forced.