Where is your ideal customer? What do they read and watch? If you can answer those questions, you've likely found your answer. If you can't answer those questions, then identifying who your ideal customer is and where they spend their attention is where you should focus.

Views per video aren't as important as sales per video (or leads per video).

Which type of content probably depends again on what you're ideal customer knows and doesn't know and the problem they're trying to solve right before they buy. (If you sell $20k-500k solar systems, it's different than if you sell plushy animals.)

Sorry to be vague, but a general question can only get a general answer.

(If reels are working, man, keep it up. More sales means more money to experiment with different content and platforms. LTV:CAC is one of the most important numbers you can know. Try to get LTV up so you can afford customers at a higher CAC and you'll have freedom to try, fail, and learn in your marketing.)