Aubrium Blog
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56 articles
Social media by the numbers: the master dossier
Every platform, every user count, every source checked. The one cross-platform reference built from primary documents, updated for 2025.
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.
The shadowban you can actually check
Instagram publishes a recommendation eligibility status you can see right now. The folklore version of the shadowban has no evidence behind it.
Do schedulers kill your reach? The post-from-a-real-phone myth, tested
The belief that Instagram punishes scheduled posts is everywhere. Meta runs an official API for exactly that purpose. What the documents actually say, and what nobody can source.
Saves and sends beat likes: the quiet signals that move reach
Mosseri said sends matter most. The system cards list them as one guess among many, with no published weights. The loud number everyone chases travels least.
Post every day is a myth: what Instagram actually says about frequency
Instagram coaches say post 3x daily or die. The system cards list no frequency signal. Mosseri said quality beats quantity. The gap is worth closing.
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.
Nobody can predict which post takes off
Two studies tested how predictable a viral post is. Early signals help a little, then the future goes dark. This is the rigorous answer to why one post blew up and the identical one did not.
The setting between allowed and removed that Meta admits exists
Meta says shadowbanning is not real. It also publishes a framework for reducing the distribution of content that stays up. Both are true, and the second one is written down.
