Aubrium Blog
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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.
Every platform quietly switched from "who you follow" to "what you like"
TikTok, YouTube and Instagram all moved to interest-based feeds. Each platform said so in writing. It is the biggest structural change in social media in a decade.
The feed stopped being your friends — and nobody sent a memo
Meta says a growing share of what you see on Instagram is recommended, not posted by accounts you follow. You are now competing with the entire platform for a stranger's attention.
The number you are watching does not mean what you think it means
Engagement rate is computed five different ways. And it is collapsing as reach shifts to strangers who will never engage the way a follower does.
The tactics the gurus sell are the ones Meta says it demotes
Comment YES. Tag three friends. Meta has an explicit policy against engagement bait and says it demotes the posts. The policy is written for Facebook, and no Instagram ranking document mentions it.
Does the "Made with AI" label cost you reach?
Meta and TikTok both label AI content, and creators assume the label buries the post. TikTok states in writing that labeling does not affect views. Meta's policies describe the label and never describe a penalty.
DMs are the new feed — the platform is going private, and the signals prove it
Instagram's own ranking documents confirm it watches whether you send a post. The features built since 2019 all point the same way. Here is what changed.
Comment X and I'll DM you: does the automation work, and is it allowed?
The comment-triggered auto-DM runs on Meta's own API and stays inside two documented windows. The post that asks for the comment is the part that may count as engagement bait, and Meta shows engagement bait to fewer people.
Cold DMs that actually get a reply — what the research says
The evidence on brevity, specificity, shared connections and what drives a response. Templates included as illustrations of findings, not promises.
