The neuroscience of social video — and the way AI predicts what works before you spend.
Less than two seconds. That’s how long your brand has before the thumb decides: [VB1] keep watching, or scroll past for good.
I spend lots of time taking a look at what happens in that window. At Brainsuite, my work sits on the intersection of neuroscience, AI, and the realities of recent content, analyzing a whole lot of hundreds of social media assets to understand what actually drives performance within the feed. And the pattern is consistent: brands invest heavily in targeting, media spend, and campaign optimization, then approve the creative itself by committee and gut feel.
The feedback loop only closes after the budget is spent.
Here’s what makes that costly. Creative is the only biggest driver of sales. Nielsen puts it at 49% of a campaign’s incremental sales — greater than targeting, reach, and recency combined. Yet in most organizations it stays the softest, most subjective a part of the method. The transient gets refined. The targeting gets optimized. The creative gets a round of feedback and a thumbs up.
The real query — does this visual or video actually stop the scroll, anchor the brand, and move people further down the funnel? — rarely gets a data-backed answer before launch.
That’s the gap we’re closing[VB2] . Drawing on neuroscientific research and the evaluation of a whole lot of hundreds of social media assets, we’ve built AI that predicts creative performance before you spend, at the dimensions and speed of recent content demands. Not just whether people stop, but whether the creative builds brand recognition, prompts emotion, and drives motion.
At DMWF New York this September, my colleague Karel Ellis-Gray and I will likely be on the AI-Powered Automation & Lifecycle Marketing stage at 10am on Day 1 and we’d love for you to join us.
Our session, Stop the Scroll, Drive the Brand, covers the aspects that make social video truly effective across brands, like Unilever, eBay and Kellanova and as a bonus, creator content. You’ll see how one of the best creative captures attention, prompts emotion, and engages people to act, and the way AI can now predict this before a single dollar of media spend is committed.
We’re presenting greater than a theory. We’re sharing insights based on over 50,000 brand and creator videos, plus the sensible principles your team can use immediately — to transient higher, evaluate with confidence, and optimize social content with purpose, turning views into measurable brand and business impact.
We’ll even be at Booth #80 throughout the event, where you’ll be able to see the platform rating a live creative asset in under three minutes — including, for those who’re feeling brave, considered one of your individual.
The science of what makes creative work has been there for many years. What’s latest is that AI can now apply it before launch, at scale, and within the time it takes to make a coffee. That’s the change we’ll be unpacking on stage.
SPEAKERS
Vanessa Bohla — Senior Product Manager, Brainsuite
Karel Ellis-Gray — Head of Customer Success, Brainsuite
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