"Always use a trending sound — original audio kills reach"
The received wisdom: ride the sound, get the algorithmic bump. Everyone repeats it because trending-sound videos visibly over-index in the For You feed.
Correlation isn't causation. Trending sounds cluster on the FYP because skilled creators chase them — you're seeing survivorship, not a lever. The mechanism: a sound page is a discovery surface, so a sound helps you get found by people browsing that audio. It does nothing for watch-time once they're watching.
What's actually true: original audio wins when your hook is spoken and a music bed would bury it. Trending sound wins for visual/dance content where the audio page is real traffic.
Match the audio to your retention bottleneck, not the chart.
The Algo Heretic
@AlgoHeretic
"Always use a trending sound — original audio kills reach"
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