Personally, I think the best social content borrows aspects from film, they usually have a beginning, middl, and an end, even for short videos. For a brand like this, I would structure content around a real person’s life. Let’s say the 3 PM slump, post workout, studying at midnight. All relatable situations where the product fits naturally instead of feeling forced. The story isn’t really about the soda itself, it’s about the person drinking it, when people see themselves in the content they stay. And when they stay, they share.

I’d also use the hook, since it’s the breaking point for whether you earn a scroll or lose it. Combining this with the last idea, I would still make it about the person, a relatable moment that makes someone think wait, that’s me. Ideally, we have to start addressing the feeling, showing the person who wants to be healthy, but also wants something to taste good, that there’s a solution for it.

Truly, I prioritize engagement rate over follower, count or reach, because it tells you if people actually care, not just if they saw it. But beyond the numbers, I believe the most honest metric is sentiment. What people are saying in the comments the DM’s and the reposts is what truly matters and connects your brand. Data can tell you something worked, but it can’t always tell you why.

On making protein soda go viral, I wouldn’t start with a campaign, I would start with a question. What problem does this actually solve for people? Protein, soda seats at the intersection between health and pleasure which is a real tension GenZ feels, wanting to be healthy, but at the same time, not wanting to give up enjoyment. I’d build content around that feeling. Real people real reactions real moments where the soda fits into their life naturally. Viral content follows truth, when it reflects something people already feel, but haven’t seen set out loud they share it.

As part of Gen Z myself, I know for a fact that content must never feel like an ad. I’d focus on raw, authentic short form content that feels real and human, using formats like reels and TikToks that get to the point fast. I’d also lean into genuine emotions and build a community around that, rather than just broadcasting information about a product. Gen Z trusts brands that feel like someone they know, a person, so the goal would always be to make the content feel like it comes from someone who gets it, because I do.