The research blog

Strategy, backed by citations

No recycled guru advice. Every post translates peer-reviewed behavioral science and platform mechanics into tactics you can use this week.

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Behavioral Science

The real reason content goes viral (it's not the hook)

What an analysis of nearly 7,000 articles revealed about emotion, arousal, and sharing, and how to engineer it.

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Platform Mechanics

How TikTok & Instagram actually rank your content

The exact signals the feeds reward, watch-time, completion, shares, and how to win each one on purpose.

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Growth Systems

Why consistency beats virality (the science of showing up)

The behavioral loop that makes posting cadence compound, and how to make it sustainable.

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Craft

When a video effect earns its place

Everyone teaches you how to make the shot. Almost nobody tells you where it goes in the script, which is why most effects look bolted on.

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