Predicting Post Virality with Temporal Cross-Attention over Trend Signals

Predicting social media popularity requires understanding both the intrinsic appeal of content and the external context that determines how it is exposed to users. Existing methods focus on content signals but do not separate them from exposure-related patterns, which causes the learned representations to absorb platform-specific visibility effects and weakens both interpretability and cross-platform transfer. This paper introduces OmniTrend, a unified framework that models popularity as the joint outcome of content attractiveness and contextual exposure. The content module learns cross-modal representations from visual, audio, and textual cues to quantify intrinsic appeal, while the context module estimates exposure from exogenous signals such as posting time, author activity, topical trends, and retrieval-based neighborhood statistics. OmniTrend learns separate predictors for content attractiveness and contextual exposure and integrates them in the final popularity estimate, which makes the role of each factor explicit and supports robust transfer across image and video platforms.

Social media popularity prediction aims to forecast the future reach or influence of online content from early-stage observations. Accurate prediction enables key downstream applications, such as advertising optimization and strategic content planning by users, creators, and platforms. Despite substantial progress, existing popularity prediction works often fail to jointly consider multimodal content and temporal social interaction signals. Moreover, the literature remains highly fragmented across datasets, modalities, observation windows, prediction targets, and evaluation protocols. This fragmentation prevents fair comparison and obscures a systematic understanding of how textual, visual, temporal, and interaction-based signals jointly shape popularity dynamics. To address these challenges, we introduce MMG-Pop, a Multi-modal Graph-based Popularity Prediction benchmark, which unifies datasets, modalities, temporal interaction signals, and representative baselines under a standardized evaluation protocol. Furthermore, we propose MMG-PopNet, a unified multi-modal graph-based network that jointly models the aforementioned multi-modal signals and graph-structured social interactions. Extensive experiments on MMG-Pop, comprising four datasets across Bluesky and Reddit platforms, demonstrate the superior performance of MMG-PopNet and yield new insights into cross-platform training generalization, multi-task prediction benefits, multi-modality contributions, and LLM prediction limitation. These findings establish a unified foundation for future research on social dynamics modeling and intervention under heterogeneous modalities and socially-aware agentic ecosystem paradigms.

A social highlighter's most useful signal -- which passages a crowd of readers marks -- exists only for documents people have already read. Can the aggregate crowd salience of a document be predicted from its text before its marks accumulate? Prior work on this data found that zero-shot language models recover highlight locations worse than a trivial lead (position) baseline, so we ask whether a model trained on the highlight corpus can beat that baseline. Using a pre-registered ladder of models and a by-document cluster bootstrap, we find a small but robust edge: a logistic ranker over sentence embeddings and positional/contextual features beats the lead baseline by +0.044 average precision (95% CI [+0.029, +0.058]; clears a pre-registered margin delta=0.03 in 97% of resamples, and stable across pipeline re-runs). Two unsupervised extractive baselines (centroid, LexRank-style centrality) lose to lead, and the trained model beats them by +0.108, so the edge is not recovered by generic unsupervised proxies -- it reflects learning from real reader marks. In product terms, precision@3 rises from 0.25 to 0.39 (+55% relative) and the model beats lead on 69% of documents. An ablation attributes the edge to the raw embedding (+0.014) and training augmentation (+0.010), each with a positive CI. The edge is not a temporal-generalization failure, and we find no evidence that content drift or near-duplicate leakage explains it. A standardized regression shows the advantage is governed mainly by document popularity (lower popularity, larger edge) and by label reliability. It nearly vanishes only on the most popular content; there it is the lead baseline that strengthens, not the model that weakens. Because our evaluation conditions on documents that eventually accumulated readers, these results are a retrospective cold-start simulation.