In short
Momentum describes changes in concept adoption between two covered periods; saturation requires broad, stable usage over several weeks. Review sample sizes and monitoring freshness. These signals describe observed accounts without measuring sales or guaranteeing an idea’s effectiveness.
Read the change
Momentum compares two consecutive seven-day windows. Monitoring must cover at least three accounts initialized before the period, with at least 90% of videos analyzed and coverage refreshed within 48 hours.
New accounts are excluded from that comparison to avoid confusing added sources with rising adoption. If the previous period is zero, percentage change remains unavailable.
The period is the one actually covered by observations, not necessarily a manually chosen calendar week. Read the date, sample counts and coverage in the tooltip. Initial collection provides videos to inspect but does not retroactively create several weeks of continuous monitoring.
Understand saturation
Saturated requires four covered weeks, at least ten posts per week, weekly changes within a 10% range, at least three recent accounts and 60% of the cohort using the concept.
Example: growth and plateau
Fictional example, with all coverage conditions met: moving from eight to twelve analyzed posts gives +50%. That measures four additional observed uses. It does not mean the videos gained 50% more views or that a brand increased sales by 50%.
Stable volume for a single week is insufficient for Saturated. The duration, volume and spread among accounts described above are also required. To decide whether to use an idea, combine this signal with available variations and fit to your product.
Use these signals
This status signals broad adoption followed by a plateau within the observed scope. It does not prove advertising fatigue or falling sales. These beta thresholds help compare observations; review the examples before deciding.
When coverage prevents calculation, Observed indicates that a concept was recognized without sufficient evidence for an adoption status. It remains a creative reference you can inspect. Do not replace the missing value with your own momentum estimate or compare percentages from different scopes.