This is according to a new global benchmark report released by Outcomes Rocket, which surveyed 858 marketing and communications professionals across industries and company sizes worldwide.

The study found that 84.1% of respondents believe PR will take on a larger part in supporting sales and business outcomes by 2028.

At the same time, 73% expect PR to become even more strategic as organisations adapt to changing ways people find and consume information.

The findings indicate that PR is moving beyond its traditional role of generating awareness and media coverage. Companies now see it as a business function that supports credibility, customer trust and revenue growth.

Seven in 10 organisations said PR now plays an important role in their go-to-market efforts and this is also seen in company structures.

Nearly half of respondents, 48.7%, said PR is fully integrated with marketing and sales teams, while another 36.6% reported partial integration.

Despite that thriving influence, many organisations still focus their PR efforts on awareness rather than direct business results.

Increasing brand awareness is the leading objective for 66.3% of respondents. Reputation management follows at 39.4%, while only 14.4% said supporting go-to-market campaigns is a key priority.

Just 17.1% listed visibility in emerging search environments among their main objectives.

The report also highlights the gap between the importance companies place on PR and how they measure its impact.

Half of the organisations surveyed still rely mainly on traditional indicators such as media mentions, impressions and share of voice.

Although 43.7% connect PR activity to website traffic and 41.3% track referral visits from earned media, 11.5% admitted they do not systematically measure PR impact at all.

For many teams, proving business value is difficult.

Budget limitations emerged as the most common challenge, cited by 30.9% of respondents. Another 26.7% said they lack clear tracking processes or key performance indicators, while 25.4% struggle to connect PR activity to sales and revenue outcomes.

The study found that organisations are also failing to maximise the value of media coverage after it is secured.

Only 13.1% share earned media coverage directly with sales teams, while just 6.1% incorporate PR insights into sales training and enablement programmes.

Meanwhile, 33.2% use PR content in marketing campaigns, but only 21.7% repurpose media coverage into blogs, newsletters or other owned content.

Budget trends point to maturing trust in PR, although investment remains measured.

On average, organisations allocate 14% of their marketing budgets to PR. Nearly half, 47.7%, increased PR spending over the past year, although most described those increases as modest rather than substantial.

The report also found that 44.8% of organisations increased PR investment because of changes in search and content discovery, while 32.5% reported no change in spending.

Most companies manage PR internally. More than a third, 35.9%, operate dedicated in-house PR teams, while 34.9% handle PR through broader marketing departments. Only 8.4% rely entirely on external agencies.

Another key finding centres on governance and policy.

While the use of automation and digital tools has become global across communications teams, only 21.4% of organisations have formal, documented and enforced policies governing their use. More than 70% lack fully established guidelines.

Respondents identified data privacy and compliance as their biggest concern, cited by 40.1%. Accuracy issues followed at 37.9%, while 29.2% worried about losing a consistent brand voice.

Even so, the report found limited evidence of major negative consequences so far. More than a third of organisations, 35.4%, said they had experienced no major issues. Only 6.6% reported reputational or quality-related problems.

Over the next two years, respondents expect automation to be the strongest force driving PR. Nearly half, 46.6%, pointed to automated workflows as the biggest trend, followed by growth in digital PR activities at 38.2%.

Summing up the findings, Outcomes Rocket said PR has reached a turning point as organisations connect communications efforts with commercial outcomes.

“The data shows that PR is no longer a supporting function. It is a strategic driver of visibility, authority, and business impact.”

The company added that while PR’s influence grows, many organisations still face gaps in execution, measurement and governance that could limit their ability to demonstrate business value.

The report is based on a global survey conducted in March 2026 among 858 marketing and public relations professionals drawn from sectors including professional services, technology, education, ecommerce, healthcare, financial services and manufacturing.

Meanwhile, Instagram Reels, embedded within a huge Instagram user base, now accounts for roughly 35% of all Instagram screen time, and Reels content is played hundreds of billions of times per day across Instagram and Facebook combined.

This shows that short-form video has grown from being just a trend, to being the core of brand visibility in 2025.

So if you’re a brand, creator or marketer, you need to stop thinking ‘whether’ you should use short-form, start thinking of ‘where’, Shorts or Reels, and ‘why’.

Platform Ecosystem & Purpose

YouTube Shorts

• Shorts sits inside the YouTube ecosystem, search, long-form content, recommendations. That means when you create a Short, you tap into a platform where many people already come to search, discover, learn.
• Because of this, Shorts functions as both a discovery tool and a funnel to deeper, longer-form content. A good Short can lead users to full-length videos, playlists or a brand’s channel archive.

Instagram Reels

• Reels lives in a social graph–driven ecosystem. Instagram is usually about identity, lifestyle, trends, social sharing.
• Reels feeds into what people want when they open the app for fun, quick entertainment, aesthetic content, or something trending among peers. It’s less about searching for answers and more about browsing, enjoying and consuming.

In short, YouTube Shorts aligns with search and intent-driven consumption; Instagram Reels aligns with browsing, trends and social discovery.

Algorithm & Video Lifecycle: Important Mechanics

Recommendation Logic

• Shorts leverages YouTube’s combination of search history, user behaviour, metadata (title, description) and omnipresent recommendation logic. This means a well-optimised Short can surface both in Shorts feed and also in search results, giving it potential for long-term discoverability.
• Reels is driven more by interest graphs, recency, trending behaviour, and social signals (shares, comments, likes, saves). The algorithm tends to prioritise what’s trending now, or what’s already popular.

Session Behaviour & Longevity

• Users on YouTube frequently have longer watch cycles. Shorts may draw them in, but the platform invites deeper engagement (long-form videos, channels, playlists). That gives more opportunity for connection, retention, and conversion from casual viewer to subscriber or consumer.
• On Instagram, the typical user session is fast: quick scrolls, rapid consumption, fleeting attention. That suits Reels, but it also means videos often peak within 48–72 hours, then fade.

Video Lifespan: Evergreen vs Ephemeral

• A Short, if optimised well, can keep generating views for weeks or months due to search and YouTube’s recommendation/resurfacing logic.
• A Reel tends to have a short shelf-life: high initial reach, but sharp drop-off after the initial surge unless the trend repeats or the brand re-posts.

Audience Demographics & Content Intent

Who is Watching What

• Short-form video overall is popular across demographic groups, but the intent is highly important. Many YouTube Shorts viewers come with a purpose, to learn, solve problems, discover products or ideas.
• Instagram Reels tends to attract users in a lifestyle, entertainment, visual-first mindset, people browsing for fun, inspiration or social connection.

Content Fit by Sector

Because of the difference above:

• Brands rooted in education, how-to’s, product demos, tech, finance, reviews tend to find better alignment with Shorts. The users are already primed for “search and learn.”
• Brands in fashion, beauty, lifestyle, travel, events, culture often do better with Reels, where aesthetic appeal, storytelling, vibe, and social sharing matter more.

That said, each brand should choose based on what it sells and what the audience expects.

Discoverability: Search vs Trend-Based Reach

YouTube Shorts; Search Advantage

When you optimise a Short with relevant title, description, keywords, you make it discoverable not only in Shorts feed, but via search results, recommendations and even external search engines (Google). 

For brands, that means evergreen value. The video can keep working for you long after posting.

Also, since Shorts can funnel viewers into longer-form content (playlists, tutorials, product pages), there’s a clarity from first exposure → deeper engagement → conversion.

Instagram Reels; Viral & Trend-Driven Exposure

Reels does great when it comes to riding cultural moments, audio trends, viral challenges, or aesthetic storytelling. If you hit the right trend at the right time, you can get massive exposure quickly.

But because Reels success depends heavily on timing, social sharing, and platform algorithm favour, there’s less long-term discoverability. Once the trend dies down, reach drops.

Shelf-Life Comparison

• Shorts = Long-tail value, especially for searchable, evergreen content.
• Reels = Short-term spike, ideal for hype, launches, trend-driven campaigns.

Monetisation & Creator/Brand Value

YouTube Shorts

• Shorts provides a precise path to long-term channel growth, because viewers who find Shorts can move into long-form content and become subscribers.
• For many creators and brands, that means a potential sustained audience base, rather than one-off hits.
• Because of the stable ecosystem and discoverability, Shorts can become a tool for building authority, trust, and eventually conversions or sales (especially for informational or demo-based content).

Instagram Reels

• Reels is strong for brand image, social proof, visibility, community, trend-driven engagement. It’s ideal when your goal is buzz, aesthetic branding, or social shareability.
• However, because reach tends to decay quickly, it may need constant posting, refreshing, and creative energy to maintain visibility.

Hence, Shorts favours sustained growth and depth, while Reels favours visibility and breadth.

Engagement & Conversion: Depth vs Impulse

Shorts → Intent-Driven Conversion

When someone finds your brand via Shorts, there’s usually an underlying intent, to learn, to explore, to solve a problem. That means they’re more likely to engage, watch longer, click through to other content, even make a purchase if what you offer matches their intent.

For example, a tutorial, a “how to”, a product review, this works well as Shorts because it aligns with the user’s mindset.

Reels → Impulse & Social Conversion

Reels work better for impulse, aspiration, discovery. They tap into emotion, trends, social identity. They can create brand awareness fast.

If your brand is about lifestyle, aesthetics, culture, social status, Reels can give you quick visibility. But the risk is shallow engagement, many viewers scroll fast, enjoy briefly, then move on.

What This Means for Different Kinds of Brands

• If you’re a tech brand, SaaS, educational creator, or selling products that require explanation (e.g. tutorials, how-tos, complicated features), prioritise Shorts.
• If you’re in fashion, beauty, travel, lifestyle, culture, community-centric fields, Reels may serve you better.
• If you want both reach and lasting value, consider a dual strategy: use Instagram Reels for quick visibility or hype, and YouTube Shorts for evergreen value, discovery and deeper engagement.

So…

From where I stand, I’d say brands should stop thinking “one-size-fits-all.” The platforms are different tools. Use each for what it does best.

• Want long-term discoverability, stable growth, search-driven conversions → lean on Shorts.
• Want fast exposure, brand buzz, social engagement, trend-driven reach → lean on Reels.
• Best: a hybrid approach, with content targeting specifically to each platform’s strengths.

If I were building a mid-sized brand, I’d treat YouTube Shorts and Instagram Reels as two distinct channels, each with its own content plan, goals, and metrics. I wouldn’t simply reupload the same video to both and hope for the best.

Choose Strategy Over Imitation

Short-form content isn’t rocket science, but success depends on understanding platform dynamics, user intent, and strategic goals.

Instagram Reels gives virality, social traction, and cultural relevance; YouTube Shorts helps with searchability, evergreen reach, and long-term value.

Pick based on what your brand needs now, but also plan for what you want in six months, a year, or even farther ahead.

If you build with strategy, not just mimicry, you stand a much better chance of turning short-form content into growth.