The best-performing Burst videos this year had one thing in common.

Two quick things: a platform update and a tip worth trying.

First, the update. We've been making the app faster, with clearer briefs and better notifications so you don't miss a campaign that fits you.

Now the tip, and it comes straight from our own campaign data. The videos that performed best on Burst this year weren't the most polished. They were the ones shot in the creator's real world, often in Luganda or a mix of local language and English, in a setting the audience recognised. One of our top videos this year was a family skit in Luganda that people watched to the end and came back to.

The lesson: don't default to English and a formal tone because it feels "professional." Your audience follows you because you sound like them. Brands on Burst are optimising for views and watch time, and content in the language your audience actually speaks tends to hold attention longer.

Shoot in your voice. It travels further here.