Formats compared
| Format | How long it lasts | Best use |
|---|---|---|
| Post | Stays on your profile | Proof, offers, announcements |
| Story | 24 hours, or kept in Highlights | Daily updates, polls, behind the scenes |
| Reel | Stays, up to 3 minutes for recommendations | Reaching new people with video |
| Short | Stays, up to 3 minutes | YouTube's short vertical video |
| Live | Real time, replay optional | Q&As, events, launches |
Key facts
Instagram says Stories disappear after 24 hours, and Highlights keep them on your profile longer. Instagram also says Reels over three minutes are not recommended to new audiences. YouTube treats square or vertical videos up to three minutes as Shorts.
Which format for which goal
For reach
- Reels and Shorts
- Short, hooky vertical video
- Shown to non-followers
- Built for discovery
For relationship
- Stories and Lives
- Casual and personal
- Seen mostly by followers
- Built for connection
Good example. A fitness studio posts class Reels for reach, uses Stories for daily schedules and goes Live once a month for a Q&A.
Bad example. A studio posts only static graphics in the feed. New people never see it, and followers get nothing day to day.
Read what content works best on social. Our social media marketing mixes formats by goal.