Aubrium Blog
Research, evidence and original analysis on how social platforms work — no listicles, no recycled advice.
All posts
56 articles
Evidence & Myths
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.
12 min read
Platforms & Industry
Instagram by the numbers — users, time spent and who is on it
Three billion people use it each month. Half of American adults are on it. Here is what Meta publishes, what researchers measure, and what stays hidden.
13 min read
