Vertical video is the discovery engine. Everything else is retention.
Short-form vertical is now the primary discovery format on every major platform. That changes what each channel is for, and what you should stop expecting from your feed posts.
Video
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Cross-posting quietly costs you reach. Repurposing does not.
Instagram demotes Reels with a visible TikTok watermark, with reported reach reductions up to 72%. There is no notification. Here is the difference that avoids it.
