Aubrium Blog
Research, evidence and original analysis on how social platforms work — no listicles, no recycled advice.
All posts
56 articles
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.
Instagram's war on reposts, in its own words
Meta promised to rank originals above copies, label reposts, and cut serial aggregators out of recommendations. Here is what the company actually committed to in writing, and what it left undefined.
LinkedIn by the numbers — the platform creators underrate
LinkedIn has 1.3 billion members but only 310 million use it monthly. One percent post weekly and generate 9 billion impressions. Here is what Microsoft and LinkedIn actually publish.
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.
Instagram and TikTok became search engines — and Google admits it
A Google exec said 40% of young people now search on TikTok and Instagram instead of Google. Both platforms added keyword search and TikTok built a search ads business. Being findable is replacing being viral.
Instagram Notes: the feature nobody understands
Notes sit at the top of your inbox. They last 24 hours. Almost no one knows what they do. Here is what Meta actually published about them.
The experiment that proved hits are partly random
Quality set a floor and a ceiling. Everything in between was luck. Three published experiments on why experts cannot pick the winner, and what that leaves you.
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.
The half-life of a post: how long your content actually keeps working
A tweet's working life is measured in minutes. A Pinterest pin's in months. What the platforms actually document about how long a post keeps reaching people, and what they stay silent on.
