How to Create the Best Instagram Reels & TikTok Videos for Your Brand
Reels and TikToks aren’t just for dance trends anymore. They’re powerful tools for building your brand, reaching new audiences, and driving conversions. But here’s the thing: not all short-form videos are created equal.
Some stop the scroll. Others… well, disappear into the algorithm void.
So how do you make sure your Reels and TikToks land in the first camp? Here are our tried-and-tested tips to help your business create short-form videos that actually work.
1. Start with a Strong Hook
You really need to catch the people’s attention right away to ensure they don’t scroll right past you. If you only have about 3 seconds to peak their interest, you need to start strong, so we recommend starting your video with one of the following:
Lead with curiosity (“Here’s the mistake 90% of [your audience] makes…”)
Show the final result first, then rewind to how you got there.
Use bold text or captions to stop the scroll instantly.
2. Keep It Short and Punchy
It is easy to create a long video that lacks clear messaging. We recommend keeping it to the point and punchy, especially for ad creatives. On a platform like TikTok, users scroll quickly and attention span is short. For Ads, consider videos at 10-15 seconds, whilst organic content can be longer, ensure its to the point. A few key ways to do this include:.
Stick to one clear idea per video.
Cut out the fluff.
Edit tightly so every second adds value.
3. Use Captions and Text Overlays
With quick scrolling, many people are watching their content on mute. So if your video doesn’t have captions or any easy way to make sense without sound, you may be losing people. It is also a great way to make sure your content is accessible to everyone. Here is what may help:
Add captions to highlight key points.
Use text overlays to structure your message.
Keep text bold and easy to read.
4. Lean Into Trends (But Make Them Yours)
When you only post into trends you risk blending into the crowd and only benefitting from the reach short term. The magic happens when you can play into a trend but still hold true to your brand style and audience. This might look like:
Use trending sounds or audios, but put your spin on them.
Jump on trending formats, but tie them back to your product, service, or expertise.
Always ask: “How does this trend help tell our story?”
5. Music & Sound Matter More Than You Think
Your video's sound isn’t just background noise; it can help you grow more than you think. Music and sound shape the vibe of your video and will get people to want to watch. Here are some ways you can get creative with your video’s audio:
Trending audios = boosted reach. Platforms push videos that use popular sounds.
Match the mood. Upbeat music for fun content, softer tones for storytelling.
Create your own sounds. A unique audio clip can help your brand start a trend.
Sync to the beat. Cutting transitions or text to the rhythm keeps viewers hooked.
6. Prioritise Authenticity Over Polish
People are sick of seeing overcurated videos that they can’t relate to. They want something they can trust and feels relatable. Short-form videos that are raw and real have more power than you think:
Film on your phone, it doesn’t need to be studio-quality.
Show behind-the-scenes moments.
Use real people, not stock footage.
7. Optimise for the Algorithm
Making the algorithm love you takes more than just creating content. It takes consistently showing up for your audience and engaging with them. Here are some ways to do that:
Post consistently (3–5 times per week minimum).
Add relevant hashtags (mix of trending + niche).
Encourage interaction (“Tag someone who needs this”).
8. Always Include a Call to Action
Just like how you hooked them at the beginning of the video, you want to finish strong and drive action from your video. Your content should have a purpose, and you can match that purpose with what call to action you add, but make sure it stays true to your brand.
End with a clear CTA (“Click the link in bio,” “Follow for more tips”).
Keep it natural; audiences don’t want a hard sell.
Think of Reels/TikToks as top-funnel: hook them in, then move them to your profile, DMs, or website.
The Bottom Line
Instagram Reels and TikToks are the fastest way to get in front of new audiences right now. But making content that sticks takes strategy.
At Meaningful Agency, we don’t produce your Reels or TikToks, we help you understand what types of content the algorithms favour, what formats convert, and where to focus your energy. Our role is to give you the performance insights and strategic direction so you can create with confidence, knowing your effort is aligned with growth.
Because in a world of endless swipes, the smartest move is knowing what’s worth creating.
