Shorter pieces, stronger opinions

#why

Why #fyp does nothing, explained properly

The most-used hashtag on the internet carries zero information. A short explanation of why, and what to use the slot for instead.

TikTok · Jul 18, 2026 · 2 min read

#the

The first line of your caption is doing more work than your hashtags

Platforms read captions as search text now. That makes your opening sentence the highest-leverage thing on the post.

Craft · Jul 11, 2026 · 2 min read

#save

Saves and shares are the metrics that move you now

Likes have been quietly demoted across every major platform. What replaced them, and what that means for what you make.

Strategy · Jul 4, 2026 · 2 min read

#your

Your reach dropped: a diagnostic checklist

Before assuming a shadowban, work through the eight explanations that are far more likely and much easier to fix.

Diagnostics · Jun 27, 2026 · 2 min read

#shad

Shadowbans: what is documented and what is folklore

Platforms do reduce distribution without telling you. That is not the same as the thing most creators mean by shadowban.

Diagnostics · Jun 20, 2026 · 2 min read

#the

The best time to post is mostly a myth, with one exception

Universal posting-time charts are noise. The one version of this advice that survives contact with evidence.

Strategy · Jun 13, 2026 · 2 min read

#why

Why copying a competitor's hashtags backfires

Their tag set is tuned to their account size and their audience. Inheriting it means inheriting a mismatch.

Strategy · Jun 6, 2026 · 2 min read

#alt

Alt text is free reach and almost nobody writes it

Fifteen seconds per post, read by both accessibility tools and classification systems, and largely unused.

Craft · May 30, 2026 · 2 min read

#cont

Content pillars: the boring system that fixes tagging too

Five recurring post types solve the blank-page problem and make your tag library organise itself.

Workflow · May 23, 2026 · 2 min read

#repu

Repurposing content without the cross-posting smell

Reusing an idea across platforms works. Reusing the same file with the same caption does not, and audiences can tell.

Workflow · May 16, 2026 · 2 min read

#enga

Engagement pods are a trap, mathematically

Pods produce engagement from people who do not want your content. The system notices, and so does your feed.

Strategy · May 9, 2026 · 2 min read

#nich

Niche down or broaden? A decision framework

Both pieces of advice are correct in different situations. The question is which situation you are in.

Strategy · May 2, 2026 · 2 min read