In this article, we start with the background that will make your strategic planning easier. Part 2 will offer 10 practical tips to improve the performance of your Reels and TikToks.
The Revolution of the Content Graph
The biggest development in recent years has been the shift from a follower-centred algorithm to the content graph—an innovation from TikTok that Instagram has adapted for Reels. People no longer automatically see content from accounts they follow. Instead, content they are likely to want to see dominates.
Behind this sits a decision-tree graph: the associated algorithm never works “from broad to narrow” but always the other way round. For example: a niche video about “BARF feeding for dachshunds” is initially shown to the dachshund community. If it performs well there, it is shown to the wider dog community. A general video about “good dog nutrition” finds it harder to address its target audience.
This mechanism changes everything: Reels are the tool for new customer acquisition. While Stories on Instagram reach your existing community, Reels distribute your content to new audiences. The algorithm actively looks for people who might be interested in your content but do not yet know you.
Quality over Quantity: The Myth of Viral Reach
Many marketing decision-makers fall into the following trap: they chase pure reach. A video with a million views feels successful—but what is the point if 99% of viewers are not your target audience?
More important than quantitative reach is audience quality. A viral hit that does not fit the brand or does not reach the right audience achieves nothing.
Find the Sweet Spot
Anglers know: the bait must appeal to the fish. In marketing, we call this the sweet spot. Look for the intersection between what you want to communicate and what is relevant to your audience. How do you find it? By combining your brand values with testing content. Analytics provide feedback on which content works and what your audience cares little about. This is how you discover what truly interests them.
Differentiation over Trends: Be Sceptical
Many marketing guides preach: “Use trends!” The result? A bland uniformity of similar content. Every other pet brand uses the same sounds and copies similar formats.
As a brand, however, you want your own identity. Trends can work if they suit you. Do not follow every hype blindly. Observe your competitors and ask yourself: how can we set ourselves apart?
Clear Messaging: Every Video Needs a Point
The biggest mistake is producing videos without a clear message. Your Reel should entertain, inform or inspire—but it must also communicate something about your brand. Every video is a mini advertising contact that contributes to the overall perception of your brand.
Develop three to five core messages that fit your brand. These should run like a common thread through your content. A premium cat food, for example, could convey: “We understand what cats really need.” That is the core message. Test different forms of execution that suit your brand: videos with experts, employees, talking cats, influencers—funny, explanatory or informative. It is not important what you personally like, but what fits your brand and resonates best with viewers. You can read this from the video insights—the statistics.
What does all this mean for you as a decision-maker? Invest in strategy first, then in production. Understand the decision-tree algorithm. Define your target audience precisely. Develop a content identity that fits your brand—not the latest TikTok trend.
In the next column:
10 tips for the practical application and optimisation of Reels and TikToks.
Contact:
Have questions? Write to a.karkalis@tony.pet.
