Short video is now the dominant format on social media. In 2026, an Instagram account whose Reels aren't watched is suppressed by the algorithm. But just producing reels isn't enough; it has to be in the right format and the right tone for the brand.
01. Duration: 7-15 Seconds Is Optimal
If you lose the viewer in the first 3 seconds, the algorithm drops the video. The critical message should be placed in the first seconds. The ideal duration is 7-15 seconds for brand content; for educational content it can go up to 30-60 seconds.
02. Format Types
Formats often used for a brand:
- Behind the scenes (production, team diary)
- Quick tip / useful information
- Product-use demonstration
- Customer reference (short)
- Comparison / before-after
- Trend adaptation (carefully — those aligned with the brand tone)
03. Technical Criteria
The 9:16 vertical format is mandatory. 1080×1920 resolution. Captions are a must (80% of users watch with sound off). A readable font and contrast for text. A "hook" in the first second (a stopping visual or line).
04. Cross-Post Strategy
Spreading the same reel to Instagram + Facebook + TikTok + YouTube Shorts is efficient. But each platform has its own algorithm behavior; publishing separately with a light adaptation (cover image, description text) produces better performance.