The two rules that apply everywhere

Rule 1 — Native behavior wins

Every platform suppresses content that tries to pull users off it. External links kill reach on TikTok, Instagram, and Facebook. Watermarked content from a competitor platform gets deprioritized. Content that feels like an ad when you're not running an ad gets buried. The platforms want you living inside their ecosystem — and they reward content that keeps people there.

Rule 2 — Retention drives everything else

Watch time, scroll-stop rate, saves, shares, replays — all of it signals to an algorithm whether your content is worth pushing to more people. It doesn't matter how good your hook is if people leave in 3 seconds. The platforms don't care about your follower count. They care about whether people stay and engage when they see your stuff.