The Buffalo Bills need to utilize Dalton Kincaid and Dawson Knox better

The Buffalo Bills have had a difficult start to their 2024 NFL season. They currently lead the AFC East with a record of 3-2, but their offensive approach has been criticized after two straight losses to quality opponents.

In the loss to the Baltimore Ravens and Houston Texans, many criticized the lack of commitment from tight ends Dawson Knox and Dalton Kincaid. While they weren't invisible, offensive coordinator Joe Brady doesn't seem to be reaching their full potential. That could bode well for the Bills tonight in New Jersey, but only if Brady learns from the past and implements a strategy that capitalizes on the strengths of Kincaid and Knox.

The football world knows that Dalton Kincaid was drafted in the first round because of his receiving abilities. After a promising rookie season, expectations were high that Kincaid would take some big steps forward in year two. However, through five games in 2024, teams have focused additional defensive attention on him, often doubling him on every play.

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

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

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

A greater offensive focus on tight ends could alleviate Buffalo's recent offensive woes. In the last two games, Josh Allen has only a 42.5% completion rate and has only averaged 155.5 passing yards in the last two games. While Allen needs room to operate, the offensive line has faced challenges.

The Jets have a strong defensive front, but incorporating Kincaid and Knox more effectively could force defenses to shift their attention away from perimeter defense and could open up new opportunities for wide receivers Keon Coleman and Khalil Shakir.

A greater emphasis on tight ends could also mean Kincaid and Knox have more success with quick plays, particularly in short-yardage situations. This would allow Allen to get the ball out quickly and let the tight ends fight for yards after the catch. Efficient, uncomplicated plays involving the tight ends could not only stabilize the unit, but also strengthen the team's morale and provide the necessary boost after two defeats in a row.

The Bills need to take advantage of two of their biggest weapons on the field, along with quarterback and running back. Hopefully Joe Brady took the opportunity to make adjustments before today's game that could help lay the foundation for a more efficient offensive attack later in the season.

If Brady can get better use of his tight ends, Buffalo's offense could return to higher performance and restore fan confidence heading into the season. The question remains: If not now, when?