How to Build a Powerful Reels & TikTok Strategy for your Brand

Last week, I spent nearly 8 hours on Instagram. And yes, this is mainly due to Reels. My TikTok consumption time was even worse. While I can justify about a quarter of that time as "researching ideas and trends" for my small business, the rest was pure, unapologetic consumption. 

If you're not already using TikTok and Instagram Reels as part of your marketing strategy, you're missing out on two of the most powerful video-sharing platforms. TikToks and Reels are creative, funny, relatable, informative, and inspiring types of content, and it’s a great way to get eyes on your brand or business. 

TikTok users alone spend an average of over 90 minutes a day on the app, and Reels, with its integration into Instagram's broader platform, allows businesses to tap into a massive audience ready to consume. The numbers don’t lie. But both platforms aren’t just about going viral (actually, you shouldn’t even be trying to do that), they’re about creating lasting brand awareness and conversions.

And don’t be intimidated by TikTok’s reputation for being a platform for the young. Businesses across the board are jumping on it! Even traditionally "boring" sectors like universities, law firms and insurance brokers are carving out a presence, leaning into playful trends that resonate with consumers.

Let’s look at a few things you should consider when setting up your strategy:

1. Understanding your audience

Know your demographics
Are you targeting Gen Z, millennials, or a specific niche? Knowing the age, location, and interests of your audience will help you create content that resonates.

Audience concerns
Think about how trends can be adapted to your business while addressing your customers’ pain points in a relatable way.

Competitor analysis
Keep an eye on your competition. What are they doing on these platforms? Are they jumping on trends? Engaging their audience with relatable, fun content? Understanding how your competitors are succeeding (or failing) can help inform your strategy.

2. Create platform-specific content

Different content formats
What works on Reels might not necessarily work on TikTok and vice versa. TikTok has more room for creativity with its longer video formats, whereas Reels tend to focus on short, snappy content. 

Authenticity matters
On both platforms, authenticity resonates more than ads. TikTok and Reels are where users expect brands to show a more human side. Don’t be afraid to be relatable, funny, or even a little raw and personal - it’s the kind of content that connects with audiences on a personal level.

Content variety
A strong strategy includes a healthy mix of content types. Think behind-the-scenes, product showcases, customer testimonials, and educational videos. A varied feed keeps your audience interested and coming back for more.

How to shoot content

When shooting content for TikTok or Reels, be sure to focus on a few key details. Natural light is super important - film near windows or outdoors for a well-lit, professional look. Always shoot vertically to fit platform preferences, and make sure the first few seconds of your video grab attention. 

Quick cuts, transitions, and different angles can keep viewers interested. And don’t forget sound - whether it’s music, dialogue, or effects, make sure it’s crisp and relevant as audio plays a huge role in drawing people in. Also, remember to clean your phone’s camera lens before clicking record. 

3. Post regularly

Frequency
Staying relevant means posting consistently. Aim for at least 3-5 times a week, depending on your resources and the pace of your industry.

Best times to post
Each platform has its peak engagement hours. Research and experiment with posting at different times to find out when your audience is most active. 

Content batching
To avoid burnout, try batching your content creation. Set aside time to film several videos at once. This way, you won’t feel the daily pressure to produce new content, and you’ll always have something in the pipeline.

4. Optimise, optimise, optimise!

Hook early
You’ve got 3 seconds to grab attention - use them wisely. Start with something visually engaging, surprising, or thought-provoking to stop the scroll.

Call-to-action (CTA)
Encourage viewers to take action at the end of your videos. Whether it’s to like, share, save, favourite, follow, or visit your website, a clear CTA will increase engagement and conversions.

5. Work with influencers

Finding the right influencers
Identify influencers who align with your brand’s values and have a genuine connection with your target audience. Look for creators whose content feels authentic and who engage meaningfully with their followers.

Micro vs macro influencers
Don’t underestimate the power of micro-influencers. While they may have smaller followings, they often have highly engaged audiences. Macro-influencers, on the other hand, can provide broader reach, but may come at a higher cost.

User-generated content
Encourage your followers to create content for you. UGC not only drives engagement but also fosters community around your brand.

6. Analyse performance

Platform analytics
Both TikTok and Instagram offer analytics tools. Use them to track important metrics like views, likes, shares, and comments. More advanced metrics include audience retention, watch time, and conversion rates.

Key metrics to track
Engagement rate, audience growth, and video completion rates are just a few of the metrics you should be monitoring regularly. These numbers will tell you what’s working and what needs tweaking. Back to the drawing board!

Iterate and refine
Not every piece of content will be a hit, and that’s okay. Keep experimenting, and adjust your strategy based on what’s performing well. Success on these platforms often comes from continuously testing and adapting.

7. Integrate with your overall marketing strategy

Cross-platform promotion
Your TikTok and Reels content doesn’t have to stay on those platforms alone. Repurpose it for your website, newsletters, or other social media channels to get the most mileage out of your work.

Align with brand messaging
Ensure your TikTok and Reels content aligns with your overall brand voice and messaging. Whether playful, educational, or inspiring, it should reflect the values and tone of your brand.

Paid ads
If you find a piece of content is performing well organically, consider boosting it with TikTok Ads or Instagram’s promotion features. This can extend the reach of high-performing content and convert more viewers into customers.

When building a powerful TikTok and Reels strategy, start small, stay consistent, and be flexible. Don’t worry about getting everything perfect from the start - it’s about experimenting, seeing what sticks, and adapting to trends and audience behaviour. These platforms are constantly evolving, and so should your strategy. The key is to keep showing up, posting regularly, and fine-tuning your content as you learn what your audience loves.