How to Grow on Instagram Reels: 5 Strategies for Brand Visibility

Short-form video has shifted from a passing trend to a fundamental component of digital marketing. Platforms like TikTok and Instagram Reels now command billions of monthly active users, creating an environment where static images often struggle to compete for attention. For brands trying to establish a voice in this crowded space, the choice of platform and the quality of content execution matter more than ever.

We recently analyzed the growth trajectory of Instagram influencer Kar Brulhart, who scaled her account from zero to over 45,000 viewers in less than a year using organic Reels strategies. Her approach offers a blueprint for businesses that want to build community rather than just chase vanity metrics. By focusing on niche consistency, data-driven iteration, and authentic storytelling, brands can leverage Instagram Reels to reach new audiences and drive meaningful engagement.

This article breaks down the specific tactics behind that growth and how you can apply them to your own content strategy.

Why Instagram Reels Often Outperform TikTok for Business Growth

Many brands assume they must maintain a presence on every social platform to stay relevant. However, spreading resources too thin often leads to mediocre results across the board. Kar Brulhart, an Instagram coach and consultant, argues that it is more effective to master one or two platforms where you can build a genuine community. She chose to focus primarily on Instagram Reels, citing the platform’s user-friendly interface and superior tools for business owners compared to TikTok.

Instagram is owned by Meta, which provides extensive advertising capabilities and robust analytics that are still maturing on TikTok. While TikTok excels at generating broad brand awareness and capitalizing on viral trends, Instagram offers a more direct path to converting viewers into customers. Brulhart notes that 75% of the people who find her account do so through Reels, compared to Stories or standard posts. This suggests that Instagram’s algorithm actively pushes Reels to new audiences, making it a powerful discovery engine for brands.

The Community vs. Audience Distinction

The core difference lies in the nature of the user base. TikTok is often driven by interest-based discovery, meaning users consume content from accounts they do not follow. Instagram, while increasingly adopting similar discovery features, retains a stronger emphasis on community and follower retention. For service-based businesses and brands that rely on trust and repeat engagement, this distinction is critical.

Brulhart uses TikTok to identify trending audio and formats, then adapts those trends for Instagram to reach her core audience. This hybrid approach allows brands to stay culturally relevant without sacrificing the depth of connection that Instagram facilitates. If your goal is to nurture a loyal customer base, Instagram Reels may offer a higher return on investment in terms of community building and direct sales conversion.

Finding Your Niche and Maintaining Consistent Posting

One of the most common mistakes brands make on social media is chasing every trending topic, regardless of relevance. Brulhart emphasizes the importance of defining a clear niche and sticking to it. Her content focuses exclusively on Instagram coaching and growth, ensuring that every Reel reinforces her authority in that specific area. This consistency helps the algorithm understand who her ideal audience is and delivers her content to the right people.

Repetition Builds Recognition

Many creators fear sounding repetitive, but Brulhart argues that repetition is necessary for brand recall. She repeats her core messages and offers frequently because social media audiences are fragmented. Not everyone sees every post, and even those who do may need multiple exposures before they engage or convert. By consistently posting about the same themes, brands can educate their audience and reinforce their value proposition over time.

Posting on a predetermined schedule is also essential for algorithmic favor. Social platforms reward accounts that maintain a steady flow of content. Brulhart saw significant growth when she committed to posting regularly about topics that mattered to her target audience. This discipline ensures that your brand remains top-of-mind and that you capture attention during peak usage times.

Adding Context Through Detailed Captions

Short-form video is inherently limited in its ability to convey complex information. A 15- or 30-second Reel can capture attention, but it rarely has the space to deliver a full message. Brulhart recommends using the video for hook and relatability, while reserving the caption for deeper context and value. This approach bridges the gap between entertainment and education, ensuring that viewers gain actionable insights from your content.

The Two-Part Content Model

Consider a Reel that features a quick, relatable scenario or a trending audio clip. The video itself might be simple, but the caption expands on the theme with detailed advice, personal anecdotes, or step-by-step instructions. For example, Brulhart might post a Reel with text overlay about a professional challenge, then use the caption to share her full story and lessons learned. This method encourages viewers to read the caption, which increases dwell time and signals to the algorithm that the content is engaging.

This strategy also allows brands to optimize their content for search engines. Detailed captions provide more keywords and contextual data, making your Reels more discoverable through Instagram’s search function. It transforms a fleeting video into a lasting resource that users can reference later. By treating the caption as an extension of the video, you maximize the value of each post and deepen the connection with your audience.

Leveraging Data to Refine Your Strategy

Success on Instagram Reels is not accidental; it requires a data-driven approach. Brulhart advises brands to review their analytics every seven to 30 days to identify which Reels perform best. This analysis helps you understand what resonates with your audience and what does not. Instead of guessing, you can make informed decisions about future content based on concrete performance metrics.

Iterating Based on Performance

When you identify a high-performing Reel, do not just move on to the next idea. Brulhart suggests taking the same topic and repurposing it into a carousel post or a longer-form article. This allows you to reach different segments of your audience, as not everyone consumes video content. Half of your followers may miss a Reel, so repurposing ensures that your message reaches as many people as possible.

Data also reveals shifts in audience preference. You might find that your followers prefer educational content over trend-based videos, or vice versa. By staying obsessive about your data, you can pivot your strategy to align with what your audience actually wants. This flexibility is crucial in a platform that constantly evolves with new features and algorithm updates. Brands that adapt quickly to these changes gain a significant competitive advantage.

Creating Authentic Behind-the-Scenes Content

The era of perfectly curated, aesthetic-only social media feeds is fading. Post-pandemic, audiences crave authenticity and relatability. They want to see the human side of brands and influencers. Brulhart notes that vulnerable, personal, and behind-the-scenes content often outperforms polished, professional posts. This shift reflects a broader cultural desire for genuine connection in an increasingly digital world.

Humanizing Your Brand

Brands like Duolingo have mastered this approach by using their mascot in funny, relatable, and slightly chaotic videos. These posts go viral because they feel human and unexpected. For service-based businesses, this might mean showing the team working on a project, sharing a day in the life, or discussing the challenges of running a business. The key is to be approachable and real, rather than overly perfect.

However, authenticity does not mean abandoning strategy. Brulhart warns against jumping on trends simply because they are popular. If a trend does not align with your brand values or business objectives, it will feel forced and may alienate your audience. Instead, find trends that make sense for your niche and adapt them in a way that feels natural. This balance between trend participation and brand consistency is what builds long-term trust.

Investing in Expert Content Creation

Creating high-quality Reels requires time, skill, and often specialized tools. If your brand has the budget, hiring a dedicated Reels editor or social media specialist can significantly boost your results. Brulhart recommends looking for someone with a proven track record on the platform, as the nuances of Reels editing and optimization are distinct from other forms of video production.

Strategic Partnerships and Resources

If hiring full-time is not feasible, consider partnering with influencers or using resources that provide trending audio and content ideas. Brulhart’s own membership program offers weekly trending audio and niche-specific ideas to save creators time. This approach allows smaller brands to stay current without the overhead of a large creative team.

Ultimately, the decision to invest in Reels depends on your business goals. If your target audience is active on Instagram and you have the capacity to produce consistent, high-quality content, Reels can be a powerful growth engine. Test the strategy for a few weeks, analyze the data, and adjust as needed. The brands that succeed are those that remain flexible, data-driven, and authentically connected to their audience.

Conclusion

Instagram Reels offer a unique opportunity for brands to build community, drive awareness, and generate leads. By focusing on a clear niche, leveraging data, and creating authentic content, you can stand out in a crowded digital landscape. The strategies outlined by Kar Brulhart provide a practical roadmap for achieving sustainable growth on the platform. As social media continues to evolve, the brands that prioritize genuine connection and strategic consistency will be the ones that thrive.

We believe that the future of social media lies in the balance between algorithmic optimization and human authenticity. By understanding how platforms like Instagram work and respecting the needs of your audience, you can create content that not only performs well but also builds lasting trust. How will you adapt your content strategy to meet the demands of this new era?