Using OpenAI to help classify Instagram Posts to understand audience engagement

I was recently asked to think about how a brand could go about understanding their audience more on social media. In particular a company wanted to better understand the audience of one of their content creator partners.

The creator’s principle medium was Instagram, and whilst there posts did contain some text a lot of the meaning and context of a post is in the image posted.

I exposed the idea of using OpenAI’s vision models and their regular chatGPT4 text model together to analyse Instagram posts and then categorise them according to a taxonomy.

I build a prototype system that can get all the posts the creator has made over a given time period, feed each posts image and text to the Vision and Language models and get a range of