I touched on this in my first response, but I think a good message to attatch to your brand's mission is the element of time constrain. College is the busiest time of life for some, especially athletes (coming from a triathlete), and the jumping around between practice, class, weightrooms, meetings, and social, sometimes leaves minimal time to fuel. Your drink is a great on the go option to sneak some energy/ nutrition in without having to prepare anything.

I prioritize views, because eyes are what curates opportunity for engagement and engagement is what snowballs to more eyes. Protein soda's best chance at going viral is latching onto another brand (medium sized fitness influencer) that has credibility/ people who look up to her/him and take their advice. People are very parasocial for their favorite creators and have built a trusting relationship just based off idolization.

The main things I have learned about the Gen Z audience is they are very short attention spanned. A hook is crucial to make something scroll- stopping. An example of a good hook for a protein/ nutrition product is starting the video with a toned fit physique or making an immediate reference to hitting a protein goal or building muscle to reach the target audience who would be interested.