Content subject matter areas of interest to a user viewing a social network activity stream are determined using iterative eye-gaze analysis to determine content at locations viewed by the user within the social network activity stream, and further using image and text analysis of the viewed content based upon frequencies of occurrence of words and image types within the viewed content. Portions of new content appearing in the social network activity stream determined to include the content subject matter areas of interest to the user are emphasized to attract the user's attention.