Aubrium Blog
Research, evidence and original analysis on how social platforms work — no listicles, no recycled advice.
The cover is the real hook: thumbnail and first-slide science
Before your video plays, one image decides whether anyone clicks. YouTube publishes the numbers, and its own testing tool optimises for something other than the click.
Carousels vs reels vs static: the format showdown, settled with mechanics
Instagram's Feed card documents a carousel-specific prediction that does not exist for a static post. Here is what Meta's own ranking documents, and two studies covering millions of posts, say about which format to reach for.
Trial Reels is a free A/B test and nobody uses it as one
Instagram hands you a randomized exposure experiment with metrics at 24 hours. The internet treats it as a growth hack instead of the measurement tool it actually is.
Watch time is not one number — the system cards define it eight ways
Adam Mosseri calls watch time a top-three ranking signal. Meta's own system cards define it at least eight different ways, across three surfaces, with no published weights. The metric everyone optimizes for is not a single metric.
Watch-time optimization rewired what gets made
When platforms started ranking by retention, content changed. The two-second hook. The split-screen sludge. The ban on slow starts. This is how one ranking signal reshaped the grammar of short video, and what the research says it cost.
Short-form video: the history, the machine, and where the format goes next
The line from Vine and Musical.ly to TikTok's For You page. What these systems actually optimize for. And where the format is heading as every platform pushes past 60 seconds.
Podcasts don't grow on episodes — they grow on clips, and video ate the format
The podcast boom is really a short-clip boom. Video overtook audio in 2025, and YouTube is where people watch them now. Real data on what moves the needle.
Hashtags on Instagram: a full autopsy
From the "use all 30" era to Instagram killing follow-hashtags to Mosseri saying they do not work the way people think. The whole arc, what hashtags do now, and whether to use any.
Clipping is the highest-leverage move in media — and the music charts prove it
Songs chart years after release because a 15-second clip caught fire. Labels sign artists off clip virality. The industry's own numbers show the lever.
