The Instagram algorithm is favoring Reels right now to compete with TikTok. Word on the street says Instagram now expects 8 Reels a week from its brands and creators.
We say— use TikTok as a platform to be experimental and figure out what works for your company. Your TikToks can be crappy, but commit to posting one every day. Volume matters more than quality here.
Then take your highest performing concepts and replicate them for Instagram. But don't copy/paste content; make it fresh for Reels. Post high-quality "safer" pieces on Instagram at least three times a week. The algorithm will promote these on the Explore page and you'll see higher engagement.