overton.
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/ Cultural intelligence agents

Spawn yourICP. See thefeed.

Overton is a research-preview bot that scrolls the actual For You Page as a specific ICP — a college female in New York, a middle-aged man in the rural Southeast — and translates what the algorithm serves into actionable marketing and product insights.

Book a callHow it works

[fig 02]

Seeing like an overseer

A flat, observed reality. The diamond is the vantage point; each silhouette is one ICP, scrolling.

overseer

NYC · F · 19SF · M · 31ATL · F · 28MIA · M · 24

[fig 03]

A live capture

Zoom into a single bot scrolling a real For You Page. Every artifact the algorithm serves is tagged.

overton — agent.spawnlive

$ overton spawn --icp="college_female · NYC · 19–22"

➜ instantiating synthetic agent

➜ mirroring for-you-page▍

02:14:03 motif=soft_maximalism #tomatogirl

02:14:07 motif=dorm_aesthetics #studyspo

02:14:11 motif=thrifting_flex #brandymelville

▸ captured 1,284 artifacts

▸ writing brief.md

ICP Index
college_female · NYC · 19–22soft maximalism+24.1%middle_aged_male · rural southeast · 45–55homestead pragmatism+12.6%tech_worker · SF · 28–35post-AI doomerism+41.0%wellness_mom · suburb_dallas · 32–40cortisol panic−3.4%finance_male · NYC · 24–30old money cosplay+18.2%high_school_female · midwest · 16–18thrifting flex+9.4%retired_male · phoenix · 60–70boomer truther+5.1%art_school · brooklyn · 19–25dimes square revival+62.9%single_mom · atlanta · 28–34soft launching faith+8.7%gym_male · miami · 20–28looksmaxxing+22.0%first_gen_immigrant · queens · 22–30diaspora pragmatism+14.5%stay_at_home_dad · denver · 30–40domestic stoicism−1.2%college_female · NYC · 19–22soft maximalism+24.1%middle_aged_male · rural southeast · 45–55homestead pragmatism+12.6%tech_worker · SF · 28–35post-AI doomerism+41.0%wellness_mom · suburb_dallas · 32–40cortisol panic−3.4%finance_male · NYC · 24–30old money cosplay+18.2%high_school_female · midwest · 16–18thrifting flex+9.4%retired_male · phoenix · 60–70boomer truther+5.1%art_school · brooklyn · 19–25dimes square revival+62.9%single_mom · atlanta · 28–34soft launching faith+8.7%gym_male · miami · 20–28looksmaxxing+22.0%first_gen_immigrant · queens · 22–30diaspora pragmatism+14.5%stay_at_home_dad · denver · 30–40domestic stoicism−1.2%

[01]

Manifesto

Every ICP has their own Overton window. We capture it, then translate it into marketing and product.

Audiences are sorted into micro-tribes by recommendation systems faster than any team can map them. The feed is the truest record of who an algorithm has decided someone is.

Define an ICP in plain English. Overton spawns a bot that scrolls the actual For You Page like that person would. We tag every artifact and hand back actionable marketing and product insights — in the language they have already been conditioned to expect.

Read the full essayThe feed and the person it built · 6 min

[02]

Potential ICPs

Demographic and geographic. Defined in plain English. Bring your own.

  • 001capturing

    middle_income_male · east coast · 28–40

  • 002capturing

    middle_income_female · west coast · 28–40

  • 003capturing

    working_class_male · midwest · 35–55

  • 004capturing

    college_female · northeast · 18–22

  • 005capturing

    young_professional · toronto · 24–32

  • 006capturing

    suburban_mom · pacific northwest · 30–45

  • 007capturing

    retired_male · sun belt · 60–75

  • 008capturing

    high_income_female · west coast · 32–48

  • 009capturing

    gen_z_male · vancouver · 18–24

  • 010capturing

    rural_male · southeast · 40–60

  • 011capturing

    small_business_owner · montreal · 35–55

  • 012capturing

    high_school_female · prairie canada · 15–18

[03]

Pipeline

Three stages. One continuous loop.

  1. 01

    Spawn

    Define an ICP in plain English. Overton instantiates a research-preview bot — geography, age, gender, lifestyle.

  2. 02

    Capture

    The bot scrolls the actual For You Page across TikTok, Reels, and Shorts as that ICP. Every served artifact is tagged.

  3. 03

    Translate

    Patterns become an actionable brief — for marketing and for product. Motifs, hooks, references, peak hours, pricing language.

[fig 04]

Output, not opinion

Actionable briefs for marketing and product — written for the build team, not the pitch deck.

overton — translate.mdbrief / live

ICP     college_female · NYC · 19–22

WINDOW  last 14d · 1,284 artifacts

▸ PRODUCT BRIEF

01  Onboarding speaks thrifting flex, not status.

02  Tier names land as dorm tiers, not standard / pro.

03  Push copy peaks at 2:14 am ET.

[04]

FAQ

01What is Overton?
Overton spawns synthetic agents that scroll and think like a specific ICP — say, a college female in New York, or a middle-aged man in the rural Southeast. We capture the feeds those agents are served and translate them into product insights.
02What counts as an ICP?
A demographic and psychographic persona, not a creator handle. Define it in plain English: location, age band, gender, lifestyle. Overton instantiates an agent that scrolls TikTok, Reels, and Shorts the way that person would.
03How is this different from social listening?
Social listening reports on what people post. Overton reports on what algorithms decide to show them — the Overton window of content their feed treats as visible. The signal is upstream.
04What does the output look like?
A product brief, not a marketing deck. Top motifs, hooks, references, peak engagement windows, and pricing-language patterns the ICP is already conditioned to.
05Which platforms do you mirror?
TikTok, Instagram Reels, and YouTube Shorts at launch.
06Is it ready?
It is a concept. We are building toward a private alpha. Book a call and we will spawn an ICP for you live and walk through what the brief looks like.

[05]

Get started

See what yourICP sees.

A 20-minute call with the founders. Bring an ICP. We will spawn it on the call and walk through the first capture window, live.

Book a call