January 31, 2026

What actually makes someone stop scrolling

The first second of a video decides everything. Here's what we've learned about hooks, faces and pacing when you only get one shot at someone's attention.

read post

all posts

Notes from the edit suite: what's working on Instagram and TikTok, how we shoot it, and the things brands keep getting wrong on social.

January 31, 2026

Five things brands keep getting wrong on TikTok

Most brand accounts are not failing because of the algorithm. They're failing because the content looks like an advert, sounds like a press release and arrives once a fortnight.

read post