ClimateVID -- Social Media Videos Analysis and Challenges Involved

Social media platforms have become primary arenas for climate communication, generating millions of images and posts that - if systematically analysed - can reveal which communication strategies mobilise public concern and which fall flat. We aim to facilitate such research by analysing how computer vision methods can be used for social media discourse analysis. This analysis includes application-based taxonomy design, model selection, prompt engineering, and validation. We benchmark six promptable vision-language models and 15 zero-shot CLIP-like models on two datasets from X (formerly Twitter) - a 1,038-image expert-annotated set and a larger corpus of over 1.2 million images, with 50,000 labels manually validated - spanning five annotation dimensions: animal content, climate change consequences, climate action, image setting, and image type. Among the models benchmarked, Gemini-3.1-flash-lite outperforms all others across all super-categories and both datasets, while the gap to open-weight models of moderate size remains relatively small. Beyond instance-level metrics, we advocate for distributional evaluation: VLM predictions can reliably recover population level trends even when per-image accuracy is moderate, making them a viable starting point for discourse analysis at scale. We find that chain-of-thought reasoning reduces rather than improves performance, and that annotation dimension specific prompt design improves performance. We release tweet IDs and labels along with our code at https://github.com/KathPra/Codebooks2VLMs.git.

Understanding short online videos involves more than identifying visible objects and actions; video makers often include an underlying message or purpose in the clip. We introduce VidMsg, a benchmark for evaluating implicit message understanding in short, internet-native video clips. VidMsg contains 400 YouTube-derived clips across 9 practical topic areas and 52 fine-grained target messages, covering domains such as career and finance, education, health and well-being, culture, safety, sustainability, and lifestyle. VidMsg is constructed through a message-first pipeline: an LLM first translates target messages into indirect search scenarios, which are used to retrieve candidate clips. Human annotators then retain clips that convey the intended message without being overly explicit. VidMsg is designed primarily for bidirectional message-clip retrieval for scalable applications such as video search and recommendation, where systems must capture holistic video understanding. In addition to retrieval, VidMsg includes a diagnostic multiple-choice QA benchmark, where models select the intended message of a clip from semantically related alternatives. Experiments with contemporary video-language and retrieval models show that strong models often fail on VidMsg, because the task requires pragmatic inference, integration of contextual cues, and discrimination among semantically close messages. We also introduce VidVec-Msg, a baseline method that improves message-oriented retrieval while leaving substantial headroom for future work.

Detecting video highlights, the most informative or engaging moments in a video, is important for applications such as video summarization and content recommendation. We propose a zero-shot framework that combines CLIP, large language models (LLMs), and diffusion models. Given lightweight video metadata, such as a title or category, an LLM generates textual descriptions of likely highlight events. These descriptions are further converted into synthetic visual prototypes using a diffusion model. Textual and visual representations are matched to video frames using CLIP, enabling frame-level highlight detection without highlight annotations or dataset-specific training. Experiments on TVSum and SumMe demonstrate strong zero-shot performance, with particularly favorable results on TVSum. The proposed approach provides an effective framework for metadata-conditioned zero-shot video highlight detection.