Seeing what users see: eye-tracking for library and heritage communication on Instagram

Purpose This study aims to explore how eye tracking can support more effective digital communication in libraries and heritage institutions, especially on visually oriented platforms such as Instagram. Design/methodology/approach This study offers a focused discussion of eye-tracking research relevant to digital cultural communication, drawing on Indonesian studies and selected international literature on visual attention, museum communication and social media design. Findings The literature suggests that eye tracking can identify the elements that users notice first, the features that hold their visual attention, and how images, captions and platform formats shape user responses. Recent Indonesian studies have shown that attention patterns differ across content types and platforms. These insights are relevant to exhibition promotion, digital collection outreach and social media design in libraries and other heritage institutions, such as museums. Research limitations/implications The current evidence base is limited, particularly in library-specific settings and in the Indonesian context. Much of the literature comes from the museum and digital heritage research fields. Nevertheless, these findings provide a useful basis for adapting attention-based design practices to library communications. Practical implications Libraries can use eye tracking to test whether users notice exhibition titles, dates, captions, collection descriptions and calls to action in digital posts and interfaces. Even small-scale testing can support a better visual hierarchy and more effective platform-specific communication. Originality/value This study introduces eye tracking into library technology discussions as a practical tool for evidence-based communication. It also highlights recent Indonesian work in an area that remains underdeveloped in the local context.