Static social post analysis

Static social post analysis predicts how a post will be seen in the moment before someone scrolls past it. This article explains how to run the analysis and what each part of the output shows for social creative.

RUNNING THE ANALYSIS

Open AI Creative Insights and upload the post artwork as a .jpg or .png, cropped to the aspect ratio it will be published at. The analysis runs and opens the results when it completes.

A square in feed post and a vertical story built from the same artwork are separate uploads. The analysis runs on the artwork you upload, so to test a post inside a real feed with real participants, use Social Media In-Context under Consumer Insights.

WHAT THE ANALYSIS RETURNS

Fogmap

The fogmap shows which parts of your post are noticed and which are missed. It applies a visibility threshold to the gaze prediction: elements that draw enough attention to register stay clear, and elements that fall below the threshold are faded out.

This is the first thing to read on a social post. A post is scrolled past, and the decision to stop happens before anything is read properly, so what stays clear through the fogmap is what a scrolling viewer takes away. See Fogmap interpretation.

Heatmap

The heatmap shows where people pay attention on your post and how strongly. It is built from predicted gaze points, where each point marks a place the eye is predicted to land, and the points collect together into a map across the creative. Areas drawing the most gaze appear in warm colours, with red at the strongest concentration, running through to cooler colours where attention is lighter.

Use it to check whether the strongest concentration sits on the part of the post that carries the message, or on the imagery around it. See Heatmap interpretation.

Area of Interest scores

Marking an area of interest gives you scores for a specific element instead of an overall impression. On a social post, mark the brand asset and the line the post is built around as separate elements.

Attention: the percentage of total viewing time spent looking at that element once it has been noticed. It measures how well the element holds someone after they reach it. A high value means they stay on it. A low value means they look at it and move on.

Time to Discover: how long it takes before the element is noticed for the first time. It measures how quickly the element is found, and it is the score that tells you the order elements are reached in. A low value means it is found early. A high value means it is found after other parts of the creative.

Marking text separately from imagery is worth doing on social creative. A post where the image is found immediately and the text is found late will perform as an image rather than as a message. See Area of Interest (AOI) setup on creatives and Time to Discover.

Design Analysis Report

The Design Analysis Report is a written summary of what the analysis found in the creative. Use it to read the finding directly rather than working it out from the maps, and as a starting point when writing up results for your team.

Design Improvement Report

The Design Improvement Report lists the specific changes the analysis recommends, based on the objective the creative is assessed against. This is the part you act on when you revise the post. Check the objective shown alongside it first, because the same post assessed against a different objective produces different recommendations. See Prescriptive guidance.

Persona results

If a synthetic audience is applied to the analysis, the results also show how the creative performs for each persona rather than for a general viewer, through Persona Fit, Persona Insights, and the Personas tab. See Using a Synthetic Audience in AI Creative Insights.

COMPARING POST OPTIONS

You can upload multiple posts into the same study. To compare options, upload them into one study, assess them against the same objective, and mark the same elements on each. Reading the scores across them tells you which option registers in a scroll and which one gets to the message faster.

To understand how an option is likely to perform for a particular group, apply a synthetic audience to the study. This gives you the scores per persona, so you can see whether an option that performs well overall also works for the audience you are targeting. See Using a Synthetic Audience in AI Creative Insights.