INDUSTRY

entertainment

Category

social media platform

product Profiled

Instagram social media platform

H-Score

43

ranked 2nd of 20 within the entertainment industry

ranked 46th of 76 overall

product description

Instagram is a social media platform and mobile application for sharing photos and videos. Instagram has numerous features, from short-form videos to live streaming and private messaging. Instagram has become particularly popular for connecting and keeping up with brands, celebrities, and friends. Moreover, Instagram has become a content-creation hub, which both features and prioritizes various forms of media that appeal to various target audiences.

product use

Users scroll through their personalized timeline, which displays an algorithmic feed, assuming various factors, such as user engagement and interactions. This means that not all posts from followed accounts will appear chronologically, and Instagram will prioritize accounts the user interacts with more frequently. Additionally, Instagram offers a feature within the app known as Stories. Instagram Stories allow users to share photos and videos in a brief, temporary slideshow-like format. Stories are displayed at the top of each user’s feed and disappear after 24 hours. 

who’s affected

Instagram is available to everyone 13 years and older. Forty-seven (47) percent of American adults use Instagram. Women (54%) are more likely to use Instagram than men (39%); Hispanic (58%) and Asian Americans (57%) are more likely to use it than Blacks (46%) and Whites (43%); and younger people are much more likely to use it than people in older age groups.(1)

influence on health-related behaviors

EATING

neutral influence

Social media platforms generally, and Instagram in particular, can affect users’ eating habits in at least three ways: 1) users can literally eat while they are using the site; 2) users can be influenced by the behaviors and the content that they see on the site; 3) time spent on the platform can reduce the time available to obtain and prepare healthy meals.

With regards to the first, Building H’s consumer research found that 22% of adult(2) Instagram users report snacking “always or almost always” when they’re on social media, 26% reported doing so “frequently” and 37% “sometimes.” Fifty-six (56) percent of heavy Instagram users (defined as those using Instagram two or more hours per day) reported their snacks as mostly or always healthy. Comparatively, 86% of  ‘light’ users of social media (defined as those who don’t use any one social platform for more than thirty minutes per day) reported their snacks as mostly or always healthy.(3)

Exposure to influencers, images, information, and advertisements can significantly prompt our perception of how, what and when we eat. One study of social media users found that people who spend more time on social media each day (including but not specific Instagram) are 2.2 times more likely to report eating concerns. The most frequent users were 2.6 times more likely.(4)

On the other hand, social media platforms can also equip users with abundant information on wholesome recipes, nutritional tips, and meal preparation. This accessibility can aid individuals in making more sound, suitable, guided choices about their diet.(5)

Our consumer research found that 58% of Instagram users reported that their use of social media has not had a significant influence on their diet. Thirty-two (32)% percent of Instagram users and 47% of heavy Instagram users reported that social media had influenced them to eat healthier, while 9% of Instagram users (and 15% of heavy Instagram users) reported a negative influence on their diet.(6)

A meta-analysis of studies on social media and diet for children and adolescents found that most studies reported that social media (not specific to Instagram) was associated with skipping breakfast, increased intake of unhealthy snacks and sugar-sweetened beverages, and lower fruit and vegetable intake.

Building H’s consumer research also found that use of Instagram is associated with how and what people eat. Fifty-eight (58) percent of heavy Instagram users eat three (3) or more fast food meals per week;(7) in comparison — only 11% of 'light' and 16% of 'moderate' (defined as those who do not spend more than an hour per day on any one social media platform) social media users eat three (3) or more fast food meals per week. Note that researchers have found 70% of meals served at fast food restaurants to be of poor nutritional quality.(8)

Heavy Instagram users tend to get meals delivered more often. Forty-nine (49) percent of heavy Instagram users get three (3) or more meals delivered per week. Comparatively, only 7% of 'light' and 9% of 'moderate' users of social media get food delivered three (3) or more times per week.(9)

Finally, 27% of heavy Instagram users eat six (6) or more home cooked meals per week, compared with 51% of ‘light’ and 47% of ‘moderate’ social media users.(10) Home-cooked meals have in general been shown to be healthier than meals eaten out or ordered from restaurants.(11-15) People who cook at home more frequently also tend to have diets that have higher compliance with dietary guidelines.(16)

PHYSICAL ACTVITY

neutral to slight negative influence

Using Instagram is a largely sedentary activity. People use Instagram by accessing it on a computer or a mobile device, such as a smartphone or a tablet. Even use of smartphones, despite their inherent mobility, tends to be sedentary – studies have found that 80-90% of smartphone use occurs while sitting.(17-19)

Time spent using Instagram and other social media platforms can potentially reduce the time available for physical activity. While a moderate amount of social media would leave time for more active pursuits, Building H’s consumer research found that 34% of Instagram (adult) users reported using the platform more than an hour per day, with 17% using it for more than two hours per day.(20) Twenty-seven (27) percent of teens report using Instagram several times a day and an additional 8% report using it “almost constantly.”(21) For many Instagram users, time spent on Instagram represents a significant share of the approximately five hours per day of leisure time Americans have on average.(22)

Instagram utilizes several design features that encourage users to frequent their platform more regularly and to spend more time on the platform once they’re there. These features include: infinite scroll; artificial scarcity; algorithmically curated feed; persuasive design; social rewards; and notifications.

• Instagram uses an infinite scroll, which permits a never-ending stream of posts, videos, and updates. 

• Stories disappear after 24 hours and their temporary, ephemeral nature generates artificial scarcity, nudging users to consistently interact, engage, and create. The 24-hour expiration encourages users to check in daily in order to be sure not to miss a friend’s story. The algorithmically curated feed seeks to personalize and prioritize content delivered to each user on their timeline. Their algorithms scrutinize a multitude of factors, such as the user's past interactions, interests, content engagement, and the popularity of posts, to determine what content to display.

• Another method is described as persuasive design. ‘Triggers’ are behavioral promptings that nudge users to perform actions within the app and often keep them returning. Instagram implements this method through ‘follow suggestions.’ For example, a user may receive a push notification, alerting them another user they may know is on Instagram. 

• Instagram uses “likes” and other peer feedback systems to encourage greater engagement. In general, reward learning processes on social media platforms are prominent in user behavior. A user’s social media activity boosts after a post, suggestive of reward anticipation, and users provide more social feedback to others after receiving feedback themselves.

• Instagram sends many notifications to keep users informed about interactions and updates on the platform. Users are notified of event invitations, group and friend activity, tags, and mentions and prompted to reopen the app. Users can customize their Instagram notifications in their settings menu and control their delivery (e.g., push notifications, email, in-app notifications). 

Instagram offers a daily time limit control. This feature allows users to set a daily time limit in 15-minute intervals, starting at 15 minutes up to 2 hours. The app will remind users to take a break if they spend that amount of time in a day on Instagram. This feature is only available for mobile devices.(23) However, our research found that only 20% of Instagram users set limits on their use of Instagram. We also found that 38% of social media users who set limits report ignoring or overriding them frequently or almost always.(24)

While time spent on Instagram reduces available time for physical activity, Building H’s research did not find significant differences in the total amount of moderate or vigorous physical activity per week among heavy Instagram users, and light or moderate social media users.

slight to moderate negative influence

Like late-night TV viewing, social media usage after dark can negatively impact how long and how well you sleep. Using social media at night can negatively affect sleep in three ways:(25) 1) by offering a competitive alternative to sleep; 2) engaging the user’s attention and 3) through the bright, blue spectrum light of phone or computer screens that has been shown to suppress the production of melatonin, a hormone that signals the onset of the sleep cycle.(26)

Instagram’s techniques to engage users and both draw them to and keep them on the platform can affect sleep by engaging people in social media activity when they might otherwise be sleeping or winding down in preparation to sleep. Children sleeping with a smartphone (not specific to social media use) in their room reported 20 minutes less total sleep time and higher prevalence of perceived insufficient sleep than those without phones in the room.(27)

Using screens for 30 minutes after lights have been turned out has been associated with poor sleep quality.(28) In Building H’s consumer research, 64% of Instagram users and 75% of heavy Instagram users reported “always or almost always” or “frequently” using social media before bed.(29) Nearly a third of adolescents report screen use (which can encompass uses beyond social media) until midnight or later on a typical weekday.(30)

High social media use (not specific to Instagram) among youth has been associated with increased frequency of sleep disturbance,(31) late sleep onset(32) and trouble falling back asleep after nighttime awakening(33) and other sleep problems.(34) Nighttime notifications and compulsive smartphone checking have been associated with sleep problems in college students.(35) Our research found that 30% of Instagram users and 54% of heavy Instagram users reported either frequently or always or almost always waking up in the middle of the night and checking social media or their messages.(36)

Instagram offers a 'Quiet mode' feature, which allows the user to automatically pause Instagram notifications every day for a set period of time. The default setting is every night from 11 PM to 7 AM, but you can edit these hours in the settings. Other users who message you will get an auto-reply that explains you won't be notified about their messages during this time. When quiet mode ends, you'll get a summary of any new notifications or messages you receive while in quiet mode.(37)

Instagram might also influence sleep indirectly through its influences on physical activity and time spent outdoors, as both of those behaviors are positively correlated with better sleep.

In our research, we did not see significant differences between Instagram users and the general population regarding amount of sleep. Both 36% of Instagram users and of the general population groups reported getting an average of six (6) or fewer hours of sleep per night. However, only 28% of heavy Instagram users reported six (6) or fewer hours of sleep per night.(38)

Engaging Socially

neutral influence

The influence of social media platforms on the social engagement of their users is complex because the platforms are evolving, research is continually emerging, and there is evidence of both positive and negative influences. These influences can vary significantly across individuals and any one individual can have both positive and negative experiences. As such, the scientific consensus is evolving with ongoing discussions on how to maximize benefits while minimizing harms.

Instagram enables users to engage, connect, and re-connect with people they might not have had the chance to in years past, to deepen weak tie relationships, and to find people they have things in common with via hashtags, groups, and other features.In addition to enabling posts and updates users share with their social networks, Instagram supports direct messenger for direct private messaging between and among users.

Instagram also provides features that may facilitate in-person interaction: ‘Stories’ and posts can be used to promote events or occasions and check-ins, in which users can share their geo-location with their friends. 

Building H’s research found that heavy users of Instagram had somewhat higher levels of in-person social activity than others: 67% of heavy Instagram users reported having two or more social visits with people outside of their household per week, as compared with 42% of light social media users and 47% of moderate social media users.(39) Additional research has shown that teens who are “constantly online” are as likely to socialize with friends online as teens who are online less often.(40) Note that it is unclear whether use of social media leads to more in-person interaction or the reverse.

On the quality of connections, a recent study, which measured usage of online social systems and users' positive and negative experiences with social media, revealed that 21.6% of Instagram users reported experiencing a meaningful connection in the last 28 days; 11.1% reported having personally witnessed or experienced something that affected them negatively.(41)

Building H’s research found that higher Instagram use did correlate with higher likelihood of loneliness. Fifty (50) percent of heavy Instagram users (2+ hours a day) reported being lonely, as compared to 35% of light and 40% of moderate social media users.(42)

Building H’s consumer research looked at social connectedness and how social media platforms increased connection with family, friends, and neighbors. Fifty-three (53) percent of Instagram users reported their social media use made them feel more connected to family, 67% more connected with friends, and 45% more connected with neighbors.(43) Heavy Instagram users were even more likely to report greater connectedness: 57% reported feeling more connected to family, 68% more connected with friends, and 56% more connected with neighbors as a result of their social media use.(44) Additional research has shown that 80% of teens report that they feel more connected to what's going on in their friends’ lives as a result of social media use.(45)

In the Building H’s survey of social media users, participants were asked how the social media platform they use most frequently had influenced their relationships and social interactions in 13 different ways, including, for example, “meet new people,” “give emotional support to others,” and “feel less excluded.”(46) People who used Instagram the most reported that the platform had a slightly positive influence: on a scale of +3 to -3, the average score was 0.89 across all 13 questions. Instagram scored highest on “interact with people I know” (1.52) and “maintain my relationships” (1.20) and lowest on “create less conflict, adversity, or strain in my interactions with others” (0.51) and "meet new people" (0.63).(47)

Getting Outdoors

neutral influence

Social media platforms can both limit and encourage users to spend time outdoors. By browsing photos, videos, and geolocations of popular destinations, users can be inspired by others to get out and experience these places in the physical world. There is some research to suggest that social media (not specific to Instagram) is drawing new people to outdoor recreation areas.(48) The idea that social media has ruined many outdoor places by drawing new people to them is a familiar discussion in outdoor blogs,(49) which gives credence to the idea that social media platforms are drawing more people to the outdoors. Indeed, visits to national parks have increased significantly over the years that social media platforms have become popular.(50)

Social media, when consumed indoors, can be a competitive alternative to spending time outdoors. It offers the ability to connect with others conveniently, asynchronously and without needing to be together physically (and thus not needing to leave home). One study, which focused on rural youth in the US, showed an inverse relationship between screen time (in general, not specific to social media) and time spent outdoors.(51)

Building H’s consumer research found that 28% of heavy Instagram users reported using social media outdoors frequently. Twenty (20%) of heavy Instagram users reported using social media outdoors rarely or never.(52)

In our research, we did not find a correlation between Instagram use and less time spent outdoors. In fact, 67% of heavy Instagram users reported spending one or more hours outdoors per day, as compared to only 49% of ‘light’ social media users.(53)

Return to 2024 Building H Index

1. Jeffrey Gottfried. How Americans Use Social Media. Pew Research Center. January 31, 2024.

2. Building H surveyed a national sample of adult social media users. All references in this profile to “Instagram users” or “heavy Instagram users” refer to adult users of Instagram.

3. Alec McMorris. Measuring the Product Environment: How Does Social Media Influence Health Behaviors? Building H on Medium, May 1, 2024.

4. Jaime Sidani et al. The Association between Social Media Use and Eating Concerns among US Young Adults. Journal of the Academy of Nutrition and Dietetics. May 5, 2016. “Eating concerns” was defined based on a scale adapted from two different eating disorder screens.

5. McMorris (2024).

6. Elida Sina et al. Social Media and Children's and Adolescents' Diets: A Systematic Review of the Underlying Social and Physiological Mechanisms. Advances in Nutrition. Volume 13, Issue 3 (May 2022), pp. 913-937. 

7. McMorris (2024).

8. Junxiu Liu et al. Quality of Meals Consumed by US Adults at Full-Service and Fast-Food Restaurants, 2003–2016: Persistent Low Quality and Widening Disparities. The Journal of Nutrition, Volume 150, Issue 4 (April 2020), pp. 873–883.

9. McMorris (2024).

10. Ibid.

11. Julia Wolfson and Sara Bleich. Is Cooking at Home Associated with Better Diet Quality or Weight-Loss Intention? Public Health Nutrition. Volume 18, Supplement 8 (June 2015), pp. 1397-1406.

12. Liu et al. (2020)

13. R. An. Fast-food and full-service restaurant consumption and daily energy and nutrient intakes in US adults. European Journal of Clinical Nutrition. Volume 70 (2016), pp. 97–103.

14. Sharon Kirkpatrick et al. Fast-food menu offerings vary in dietary quality, but are consistently poor. Public Health Nutrition. Volume 17, Issue 4 (2014), pp. 924–31.

15. Lisa Powell and Binh Nguyen. Fast-food and full-service restaurant consumption among children and adolescents: effect on energy, beverage, and nutrient intake. JAMA Pediatrics. Volume 167, Issue 1 (January 2013), pp. 14–20.

16. Arpita Tiwari et al. Cooking at Home: A Strategy to Comply With U.S. Dietary Guidelines at No Extra Cost. American Journal of Preventive Medicine. Volume 52, Issue 5 (May 2017), pp.616–24.

17. Ming-Qiang Xiang et al. Sedentary Behavior and Problematic Smartphone Use in Chinese Adolescents: The Moderating Role of Self-Control. Frontiers in Psychology. Volume 10 (2019).

18. Jacob Barkley and Andrew Lepp. (2016). Mobile phone use among college students is a sedentary leisure behavior which may interfere with exercise. Computers in Human Behavior. Volume 56 (March 2016), pp. 29-33.

19. Curtis Fennell et al. The relationship between cell phone use, physical activity, and sedentary behavior in adults aged 18–80. Computers in Human Behavior. Volume 90 (January 2019), pp. 53-59.

20. McMorris (2024).

21. Monica Anderson et al. Teens, Social Media and Technology 2023. Pew Research Center. December 11, 2023.

22. Men spent 5.6 hours per day in leisure and sports activities, women 4.9 hours, in 2021. TED: The Economics Daily. Bureau of Labor Statistics website. August 22, 2022.

23. Set a daily time limit on Instagram. Instagram Help Center website, accessed January 3, 2024.

24. McMorris (2024).

25. National Academies of Sciences, Engineering, and Medicine. Social Media and Adolescent Health. The National Academies Press (2023).

26. Matthew Walker. Why We Sleep. Scribner (2018), pp. 267-270.

27. Jennifer Falbe et al. Sleep duration, restfulness, and screens in the sleep environment. Pediatrics. Volume 135, Issue 2 (February 2015).

28. Nazish Rafique et al. Effects of Mobile Use on Subjective Sleep Quality. Nature and Science of Sleep. Volume 12, (June 2020), pp. 357–364.

29. McMorris (2024).

30. Office of the Surgeon General. Social Media and Youth Mental Health: The U.S. Surgeon General’s Advisory. 2023, p. 10.

31. Jessica Levenson et al. The association between social media use and sleep disturbance among young adults. Preventive Medicine. Volume 85 (April 2016), pp. 36-41.

32. Holly Scott et al. Social media use and adolescent sleep patterns: cross-sectional findings from the UK millennium cohort study. BMJ Open. Volume 9 (2019).

33. Ibid.

34. Louise As Brautsch et al. Digital media use and sleep in late adolescence and young adulthood: A systematic review. Sleep Medicine Reviews. Volume 68 (April 2023).

35. Karla Murdock et al. Nighttime notifications and compulsivity illuminate the link between emerging adults’ cellphone use and sleep-related problems. Psychology of Popular Media Culture. Volume 8, Issue 1 (2019), pp. 12–21.

36. McMorris (2024).

37. Turn quiet mode on or off on Instagram. Instagram Help Center website, accessed January 3, 2024.

38. McMorris (2024).

39. Ibid.

40. Jingjing Jiang. Teens who are constantly online are just as likely to socialize with their friends offline. Pew Research Center. November 28, 2018.

41. USC Marshall’s Neely Ethics & Technology Indices. University of Southern California website, accessed December 1, 2023.

42. Steve Downs. The Connection Paradox. Building H on Medium. October 12, 2023.

43. McMorris (2024).

44. Downs (2023).

45. Emily Vogels and Risa Gelles-Watnick. Teens and social media: Key findings from Pew Research Center surveys. Pew Research Center. April 24, 2023.

46. Using an adaptation of the Retrospective Assessment for Connection Impact (RACI) scale developed by Matthew Smith.

47. McMorris (2024).

48. Theodora Doyon. Screen to Summit: An Investigation of Claims About Social Media Use for Outdoor Recreation Purposes. Thesis presented to Humboldt State University (May 2020), p. 120.

49. See, for example, Jesse Weber, “Like” It or Not: The Realities of Social Media in the Outdoors, on the Outdoor Project website, November 30, 2018. and Morgan Shannon, How Social Media Is Affecting The Outdoors, on the Wilderness Culture website, March 5, 2019.

50. National Park Service. Annual Visitation Statistics by Year. National Park Service website.

51. Lincoln Larson et al. Outdoor Time, Screen Time, and Connection to Nature: Troubling Trends Among Rural Youth? Environment and Behavior. Volume 51, Issue 8.

52. McMorris (2024).

53. Ibid.