The Buffalo Bills have had a rough start to their 2024 NFL season. They currently lead the AFC East with a 3-2 record, but their offensive approach has drawn criticism after two consecutive losses to quality opponents.

In the losses to the Baltimore Ravens and the Houston Texans, many have pointed to the lack of involvement from Dawson Knox and Dalton Kincaid. While they haven’t been invisible, it seems like offensive coordinator Joe Brady isn’t utilizing their full potential. That could mean good things for the Bills in New Jersey tonight, but only if Brady learns from the past and implements a strategy that takes advantage of the strengths of Kincaid and Knox.

The football world understands that Dalton Kincaid was drafted in the first round because of his receiving skills. After a promising rookie season, expectations were high that Kincaid would take some big steps forward in Year 2. However, through five games in 2024, teams have focused extra defensive attention his way, often doubling him on a given play.

Through five games, Kincaid has caught 15 of 24 targets for 166 yards and one touchdown, while averaging 3.0 receptions and 0.2 touchdowns per game. Although he leads the team in targets, Kincaid ranks 25th among NFL tight ends with an 18% target share and 62.8% snap share. Dawson Knox has just three receptions for 30 yards.

Limiting the use of their tight ends has limited Buffalo’s options and possibilities on offense. If they want to get back on track, Joe Brady needs to adjust the offensive approach – and there’s no better time than Week 6 against the Jets.

Brady could look to add more personnel (two tight ends), which would give quarterback Josh Allen additional options by having Kincaid and Knox operate together on the field. Given the team’s talent at the position, most felt the Bills would likely use 12 personnel more often. Kincaid’s speed and route against slower defenders could make for favorable matchups. This would also open up Dawson Knox as a receiver again, forcing teams to consider more than just his blocking.

Focusing the offense more on the tight ends could help alleviate Buffalo’s recent offensive struggles. In the last two games, Josh Allen has only managed a 42.5% completion percentage and just 155.5 passing yards. While Allen needs space to operate, the offensive line has faced challenges.

The Jets have a strong defensive front, but more effective integration of Kincaid and Knox could force the defense to divert attention from the perimeter and could open things up for wide receivers Keon Coleman and Khalil Shakir.

An increased emphasis on the tight ends could also mean Kincaid and Knox have more success with quick plays, especially in short-yardage situations. That would allow Allen to get the ball out quickly and let the tight ends fight for yards after catch. Efficient, straightforward play involving the tight ends can not only stabilize the unit but also boost team morale, providing some needed lift after two straight losses.

The Bills need to take advantage of two of their biggest weapons on the field outside of quarterback and running back. Hopefully Joe Brady took the opportunity to make adjustments ahead of tonight’s game, which could help lay the foundation for a more efficient offensive attack later in the season.

If Brady is able to better utilize his tight confines, Buffalo’s offense could return to performing at a higher level and restore fans’ confidence in the season. The question remains: if not now, then when?