Writing

Notes on why short-form video performs, for people who post for a living. Every statistic we publish carries a date and a primary source, because most of what circulates on this topic does not.

• 26 July 2026 What TikTok has actually said about its algorithm TikTok publishes far less than Instagram does, so the advice industry filled the gap. The short list they have actually published, including the line that contradicts most of it.
• 26 July 2026 Most Instagram hook advice is made up We traced the numbers everyone repeats. Most have no source. What Instagram has actually said, and the metric it quietly shipped in 2025.
• 26 July 2026 How to analyze a competitor's Instagram Reels What Meta and Instagram have actually said drives reach, which widely repeated numbers turn out to be invented, and how to rank competitor posts so you learn something.