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Getting Started
Getting Started with Decode How to create an account/Sign-up in Decode?Sign-up using Google SSOSign-up using Microsoft SSOHow to sign up using Invite Link?Decode DashboardDemo Mode in DecodeHow to invite usersHow to create a Team in Decode?
Quantitative Study
What is a Quantitative Study?How to create a Quantitative study?
Basic Blocks
Advanced Blocks
Media Blocks
In-Context
In-Context Blocks OverviewSetting Up a Social Media In-Context Block In-Context Blocks Insights
Core Actions
Qualitative Research
Predictive Research
Technologies in Decode
Account Management
Feature Guide
FAQ
Release Notes

In-Context Blocks Overview

Overview

 

Social Media In-Context blocks present your images and videos to participants within a simulated social media environment. Participants view the creative as it would appear on the selected platform, including the post format, profile elements and caption, making the testing experience realistic to how they would view the content in real life.

Use this block when you want to test how a creative performs in its intended platform context. It is suited for ad testing, creative comparison and format evaluation across platforms such as Instagram, TikTok, Facebook, LinkedIn, Douyin and YouTube Shorts.

Supported Platforms

 

The following platforms are available as Social Media In-Context blocks in Decode. For Facebook and Instagram, you can select the content format while uploading your creative.

  • Douyin
  • Facebook: Feed or Video
  • Instagram: Feed or Reel
  • LinkedIn
  • TikTok
  • YouTube Shorts

When to Use Social Media In-Context Blocks

 

  • You want to test how an ad or creative performs in the platform it is designed for
  • You want participant reactions that are closer to real browsing behaviour rather than a survey response
  • You are testing multiple versions of a creative and want to compare which performs best
  • You need both direct feedback from follow up questions and behavioural data such as attention and emotional response

KEY FEATURES

 

Platform simulation

Each block replicates the post format of the selected platform. For Facebook and Instagram, you can select the content format such as Feed, Video or Reel to match exactly how the creative will be published. 

Multiple creatives per block

Up to 10 creatives can be uploaded within a single block. Test multiple versions of a creative within the same platform environment and compare performance across all of them from a single results view.

Tracking technologies

Facial Coding and Eye Tracking can be enabled for each block to capture emotional responses and visual attention. These technologies work in the background while participants view the creative, without interrupting the experience. 

Follow up questions

Follow up questions can be added directly after each block to collect stated feedback from participants immediately after they view the creative.

Common Use Cases

 

  • Ad testing: evaluate how a social media ad performs in its intended platform environment, including how long participants viewed it and what emotions it triggered
  • Creative comparison: upload multiple versions of a creative to the same block and compare attention, engagement and emotional response across all versions
  • Format testing: test whether the same creative performs differently as a feed post versus a reel on Instagram, or as a feed post versus a video on Facebook
  • Platform fit evaluation: test the same creative across different platforms to understand where it performs best based on participant attention and emotional response

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