Research
Studying a creator
People get their ideas from other people's posts. The Research is where that stops being a screenshot in your camera roll: pull a creator, and every post they made is in front of you with its numbers, its words, and a breakdown you can make your own.
Not captured yet
This picture is taken from the running app, not drawn by hand. Run npm run docs:shots to take it.
research-creator.png
On the phone, all of Research is under Studio → Ideas, and the Research card on Home opens its three most used tools in one tap: Explore creators, Outliers and hooks and Feed.
Carousels, and the look
A carousel comes in whole: every slide, in order, on the card. The arrows on the cover swipe through them (on the phone, swipe), and Download slides saves each one as a file, on the phone into Photos, so a layout you admire can be traced or rebuilt in any editor. On a person’s profile, Read their look hands their strongest twelve posts to the vision model and comes back with the look, the feel, the devices, the formats and a brief for a first post in their niche. One AI credit, and the reading is kept as a note.
What you can type
Study a creator in the sidebar takes three kinds of thing. The button says which reading it took before you press it. While you type, the people you might mean appear under the box, each with their real picture: everyone MORR has read at once, then the platform picked above it, live. Click one to study that exact account; press the button to take the text as you typed it.
| You type | What happens | What you get |
|---|---|---|
| A handle or a link (@hothighpriestess, a TikTok URL) | Their newest two hundred posts are pulled, hits and misses | The creator in the sidebar, their posts in the grid |
| Words (gleam app, morning routine) | The platform is searched for what people are posting about it | Sixty posts from the people saying it, and a row of those people across the top |
| A brand or a promise under Find ads | The Meta Ad Library is read | The ads running on it, longest-running first. See Find the ads |
| An app's name under Explore apps | Both stores are searched live, or the charts are browsed | The company behind the app, with its numbers. See Companies and apps |
| A name or a sentence under Explore creators | TikTok, Instagram and YouTube are searched live, side by side; with the box empty, everyone already on file is ranked | The people each platform finds, with their real picture and followers, or one table of every account in reach. See Explore creators |
| Outliers and hooks | Nothing is pulled; every post on file is ranked against its own account | The posts that beat their account by the most, and the opening lines behind them. See Outliers and hooks |
| Trending | Nothing is pulled; TikTok's own rankings were read overnight | The sounds, hashtags and creators TikTok says are moving in a region, with how far each moved since last night. See Trending |
How every search box answers
Every box that looks for a person, a brand or a post asks as you type, on a half-second pause, and at once on Enter. The answers arrive one source at a time, so what MORR already knows is on screen while a platform is still looking.
| Source | How fast | What it costs |
|---|---|---|
| On MORR: everyone MORR has read, and every account a search anywhere has found | At once | Nothing |
| On TikTok, Instagram, YouTube, live | A typed @handle or a profile link: about ten seconds. A name: up to a minute | One research result, the first time a name is asked in a week. The same name again, by anyone, answers at once and costs nothing |
While the next answer is on its way the last one stays up, dimmed. A source that fails says why, with Try again beside it, and the others carry on. Everybody a live search finds is filed into MORR, so the next person who types the name gets them from On MORR. The pickers for the wall and the chat search every post in the workspace, not only the ones loaded on screen.
How often Keep fresh pulls
Pick the cadence when you switch it on, on the creator or on the Keep all fresh button beside the Creators heading. Every row shows what it costs a month so the choice is made with the number in front of you. One pull is 200 results.
| Cadence | What it is for | A creator | An ad library |
|---|---|---|---|
| Daily | Open Research and it is already current. The default when you switch Keep fresh on | 6,000 | 1,800 |
| Every 3 days | Current enough for most weeks, at a third of the cost | 2,000 | 600 |
| Weekly | The cheapest way to stop a library going stale | 800 | 240 |
Ads work the same way and cost less, because a page's ads are a shallower read: 60 results a pull against a creator's 200. A page that keeps running new creative is exactly the thing worth watching overnight.
When the month's research runs out
Your plan's research results come first, every month. Once they are gone, a pull you start is paid from the same bought credits that pay for AI, at one credit for every 10 results, so research keeps going instead of stopping until the 1st. The two numbers are side by side under Settings → Organization → Plan and usage: research this month, and the credits you bought.
| Once the month's research is gone | Results | Bought credits |
|---|---|---|
| A creator | 200 | 20 |
| A niche or an ads search | 60 | 6 |
| A live search for a name, a dropped link | 1 | A tenth: ten of them are one credit |
A pull is paid in full or not at all. When the month and the bought credits together cannot cover it, nothing is spent: the newest pull on file for the same words opens, marked with its age, and the credit packs appear beside it, with a Custom amount on the web. On the iPhone the same state opens the packs. See Plans and credits.
A post
Click a card and the post comes up over the grid, big, with the grid still where you left it underneath. Left and right arrows walk to the next post in the order on screen; Escape closes it.
| Button | What it does |
|---|---|
| Words | Gets what was said. Subtitles when the platform ships them, otherwise MORR listens to the clip. One credit when it has to listen. |
| Break it down | The hook, the beats, the call to action and why it worked. One credit; it is kept, so it is instant the second time. |
| Make it mine | The same structure in your voice, on your subject, as a script you can read from the prompter. The shape of the script keeps their shape, or builds on a named framework: problem, agitate, solve; before, after, bridge; open loop; three things; myth, truth; promise, steps, result; contrarian take; testimonial arc. |
| Ask about it | Puts the post in hand and opens the chat, so the next question is about this one. |
| Pin to wall | Onto the wall beside the ideas and scripts it belongs with. |
| Open | The post on the platform, in a new tab. |
Their top posts, as your scripts
Make it mine is one post. The bar above a creator’s grid does the stack: pick their top 5, 10, 15 or 20 posts by views, a length, the shape (theirs, or a named framework) and, if you like, your topic, and press the button. Each post is read, its words fetched where they are missing, and written again in its shape about your thing in your voice. Every script is saved as it lands, so the list under the bar is also on the phone’s prompter, and Stop after this one ends a run early. It costs one AI credit a script, and the button says how many before anything is spent. Web only for now.
The creator
Click a name on any card, or Profile in the header, and the creator opens as a person rather than a list: the shape of the account, counted from the rows on file. Their page on the platform is the small arrow beside the handle.
| What it shows | Read it as |
|---|---|
| Median views, best post, hit rate | What a normal post does for them, what their best did, and how often they beat a normal one by two times or more |
| Posts a week, and the rhythm | How often they post, week by week for twelve weeks, and which days |
| Lengths | How long their clips run, and the median views for each length, so you can see which length actually works for them |
| Openings that beat their median | The first words of every post that outran a normal one, each a click from the post |
| Words they lean on | The hashtags and words that keep coming back in their captions |
| Best posts | Their top posts by views, each a click from the sheet |
| Likes hidden | Instagram lets a person hide the like count on a post, and it hides it from everyone but them. The card says so instead of printing a number nobody can read; views and comments still count |
A person you found through a search has a profile too, built from what the search turned up. Study this creator on it pulls their whole library, and the profile fills in.
From the phone, without leaving the video
On iOS, the moment you have the idea is the moment the post is on screen. Tap Share on a TikTok, an Instagram post or a YouTube video and pick MORR: the app opens on Ideas, reads the post, and lands on it with its numbers, its words and Break it down ready. Nothing to copy, nothing to paste.