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This paper introduces DIRECT, a causal-inference framework that disentangles audience preference from creative effect in visual content analytics, addressing the limitations of pooled coefficient estimates that can obscure true performance drivers. By analyzing 232,088 sponsored Instagram beauty posts, the authors reveal that audience preferences can significantly misguide creative direction, with pooled estimates recommending lighter skin tones despite darker tones yielding higher engagement. The findings indicate that relying on pooled coefficients can lead to a substantial loss in engagement potential, emphasizing the importance of understanding the distinct influences of audience composition and creative choices.
Audience preferences can mislead creative strategies, with pooled estimates sometimes suggesting the opposite of what drives engagement.
Which visual choices make a post perform better? A growing literature answers this question with pooled coefficients estimated across many creators, which platforms translate into creative recommendations. We show that these coefficients blend two distinct patterns that can point in opposite directions for the same attribute. The first, audience preference, arises because creators who favor a style attract differently composed audiences, so their posts perform differently because of who is watching, not what any single post does. The second, creative effect, captures how a creator's audience responds when she departs from her usual look. Pooled estimation averages the two, and audience preference can be large enough to reverse the signal that creative direction requires. We propose DIRECT (Decomposed Identification of Response Effects via Causal Tools), a panel-based causal-inference framework that separates them, combining the Mundlak between-within decomposition with double machine learning over latent vision-language treatments that co-vary within a creator. We apply it to 232,088 sponsored Instagram beauty posts across 1,527 creators and 11 CLIP-derived visual style axes. The two carry opposite signs on 4 of 11 attributes, and on 2 of 11 the pooled coefficient itself recommends the wrong creative direction: on skin tone, it favors lighter representations while the creative effect points the other way, since a creator's audience engages more with tones darker than her baseline. On held-out creators, prescribing from the pooled coefficient forgoes 31% of the achievable engagement gain. We contribute a diagnosis of estimand mismatch in visual content analytics, a framework that recovers the decision-relevant estimand from observational panel data, and three portable diagnostics for auditing whether pooled estimates support the decisions they inform.
