Instagram Reels are the digital equivalent of a loud room. Everyone’s talking, dancing, pointing at floating text, and trying to go viral. It’s tempting to jump in, follow the trend, and ride the wave. But here’s the problem: most trends don’t build your brand. They get you attention – not connection.

At CBH Consultancy, we help businesses use Reels to show up with purpose. Yes, trends can help. But only if they serve your bigger picture. If you’re posting Reels just to fill a content gap or hope for a spike in likes, you’re probably wasting time. Let’s break down the difference between trend-jumping and brand-building – and how to strike the right balance.

What counts as trend-jumping?

Trend-jumping is when your content follows a format that’s already buzzing:

• A specific audio clip or meme
• A lip-sync format
• A caption style or editing technique
• A viral challenge or effect

These trends are often fun, fast, and (if done well) familiar. They tap into what your audience is already seeing. But they can also make you blend in with everyone else – especially if you’re using a trend just because it’s popular, not because it makes sense for your message.

What does brand-building look like?

Brand-building Reels are made with intention. They may not go viral, but they create recognition. They sound like you, feel like you, and tell people what you’re about. That doesn’t mean they’re serious or scripted – just anchored in your voice and values.

Some examples:

• Behind-the-scenes footage that shows how you work
• Reels that answer FAQs from your clients
• Simple tips or storytelling that matches your tone
• Clips that highlight your product or service with personality

These Reels might not rack up 100k views overnight – but they stick. And they often convert better over time.

So which is better?

Neither. The best results come from blending the two. A healthy Reels strategy uses trends strategically – not automatically – and keeps your brand voice front and centre.

Use a trend when:

• You can tie it clearly to your offer or values
• It gives you a fresh way to talk about something you do
• You can add your own spin or twist on it

Avoid a trend when:

• It feels forced or off-brand
• You’re copying content just to post something
• You’re doing it “because it works for others” without asking if it works for you

The biggest mistake we see?

Too many small brands follow every trend and lose their tone in the process. They sound generic. Or worse – they attract the wrong followers. People who like the content, but don’t actually want what the business offers.

If you’re getting views but no conversions, you may be attracting the wrong crowd. The goal isn’t just reach – it’s relevance.

A few practical tips

1. Use trends as a format, not a crutch

Treat trending sounds or styles as a creative container. Ask: how can we make this ours? Don’t copy. Adapt.

2. Reuse and reframe your best content

If a tip, idea or message performs well in your emails or stories, test it as a Reel. You don’t always need new ideas – just new angles.

3. Always include a brand cue

Even in the quickest trends, drop in something recognisably yours – a phrase, visual, setting or tone that ties back to your brand.

4. Think long-term, not just viral

A Reel with 500 views and 3 warm leads is more valuable than one with 20k views and no follow-through. Engagement matters, but alignment matters more.

Reels with structure: why we created 3 clear tiers

Many of our clients told us the same thing: they know they should be posting Reels, but they don’t know how to make it fit their brand. That’s why we created our Reels packages, with three levels of support:

• Starter – to get you posting confidently with 100% on-brand ideas
• Builder – for growing accounts who want help balancing trends with strategy
• Pro – a full content calendar with scripts, edits and review, so your Reels stop feeling random

Each package includes a short onboarding session where we define your voice, values and visuals – so your Reels sound like you, not like a stranger on TikTok.

Last word: Don’t chase the algorithm. Lead with clarity.

There’s nothing wrong with jumping on a trend – but don’t lose your voice to fit the format. The brands that grow on Reels aren’t the loudest. They’re the clearest. They know what they stand for, who they’re speaking to, and how to show up with consistency.

Need help building Reels that actually reflect your business? Let’s talk. Book a short call or check out our Reels packages – built to work with your brand, not against it.