Introduction
Short-form dominates reach, but long-form still powers trust and SEO. The answer isn’t either/or—it’s engineered mix. Below, see retention curves, CPM differentials, and our recommended split.
1 Algorithmic Bias
- Instagram Reels: 30 % feed share, global discoverability, audio-trend boost.
- Videos (>30 s): IG feed deprioritises but YouTube Shorts & FB Watch still push.
Meta replication shows Reels get 2.1× impressions but 38 % lower avg watch time.
2 Engagement Metrics (Picaro Benchmarks)
| Format | Avg CPM | Avg View Thru (% 75 %) | Save Rate | Share Rate |
| Reel 9 – 15 s | ₹68 | 24 % | 5.1 % | 8.8 % |
| Video 45 – 60 s | ₹93 | 36 % | 6.6 % | 4.2 % |
Reels = reach, Videos = retention.
3 Use-Case Matrix
| Goal | Choose | Why |
| New follower growth | Reel | Algorithm boost |
| Product demo | 45-sec video | Detail & cues |
| SEO (YouTube) | Long video | Keyword chapters |
| Ads retarget | 15-sec cutdown | Low skip rate |
4 Recommended Ratio
| Industry | Reel : Video |
| F&B | 70 : 30 |
| SaaS | 40 : 60 |
| Beauty | 60 : 40 |
| Real estate | 30 : 70 |
5 Editing Tips
- Open with a motion-anchor (zoom, whip pan) inside 0.8 s.
- Use captions—92 % watch muted.
- Add on-screen prompts (“Tap Save”) at 66 % mark to double save-rate.
CTA
Unsure how to balance snackable vs story-driven? Picaro’s Creative Lab designs format mixes that match your funnel.