Short-form video has scaled attention. DUIU is built to scale participation.

DUIU is a social video platform built on a different premise: visibility should be earned through participation, not only dictated by algorithms. While ads-based platforms have optimised for consumption at scale, DUIU replaces passive scrolling with a participation-driven format. Each thread starts with a root video — others respond with their own videos, and community voting determines who rises to the top. The more people participate, the stronger the content, the wider the distribution, and the more meaningful the outcome.

For brands, this means a fundamentally different model. Instead of paying for impressions, brands launch Drops: prize-backed participatory campaigns where audiences respond, vote, and generate both content and distribution.

Founded in Stockholm by Pontus Hörnby Liljeblad and Carl Grevelius, and backed by Alster Ventures and Greg Paull — a pioneer in global independent marketing consulting — DUIU sits at the intersection of the creator economy and next-generation social infrastructure.

DUIU is launching in Brazil — one of the world's most active social video markets — led by João Villa Savatin, an early member of TikTok's Brazil expansion team. Ahead of launch, the company has onboarded creators with a combined reach of over 45 million followers.

Available on iOS and Android. For more information, visit duiu.app.

DUIU

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