Role of Social Media: Instagram

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"Back in my day..." says the relatively young 26 year old student, "Instagram used to be all about pictures!"

Jokes aside, there is truth to that statement. When I was in high school, the platform was still new and full of potential. Back then, sharing felt more spontaneous and authentic because there wasn't the pressure of becoming a popular influencer, staying on top of the ever-changing algorithm, or being hit with ads every other post on the timeline. A lot has changed since then. People are spending a lot more time online. Decker states that, "Instagram sees over one billion active monthly users and 500 million daily Instagram Stories. It is the second most accessed network behind Facebook, and users browse for an average of 53 minutes per day (2022)."

 With that much daily traffic to the site, it's no wonder advertisers want in on the action. The platform provides the perfect space to directly reach specific audiences and target them with personalized content. For example, when scrolling my personal Instagram feed, I get sponsored ads for: auditions, night life events, clothing, other artists, etc. I don't really mind these types of ads because they sometimes interest me, but I never buy anything. I don't see them very often either, because limiting screen time is very important for my mental health. Of all the social media apps I have, Instagram makes me feel the worst. According to Abrams, studies have shown that Instagram is linked to "depression, body image concerns, self-esteem issues, social anxiety, and other problems. By design, the app capitalizes on users’ biological drive for social belonging—and nudges them to keep on scrolling (2021)."

I don't really feel like I belong on Instagram, but I use it anyways.

To be completely honest, I strictly use it for business purposes over social connection. A dramatic shift in our culture's beauty standards has occurred with the rise in using filters, editing images, and following influencers. I'm a sensitive soul that struggles with the trap of comparison, so I don't typically scroll or interact with people's stuff. Conversely, I use it to promote myself as an artist as well as the dance studio I own. Maybe that's a bit selfish but I truly can only handle seeing so much curated content when my self esteem already feels so fragile. Focusing on yourself is not a bad thing. Especially when  having to learn more skills such as videography and editing as the app's algorithm changes to favor reels. My business has built up a pretty good following on Instagram so far because my target audience uses the app. Despite my gripes with it, I'm hoping to use the social media platform to its full advantage and overcome my anxieties surrounding it.

References:

Decker. (2022, April). Instagram Marketing: The Ultimate Guide. Hubspot. https://www.hubspot.com/instagram-marketing

Abrams, Z. (2021, December 2). How can we minimize Instagram’s harmful effects? Monitor on Psychology, 53(2). https://www.apa.org/monitor/2022/03/feature-minimize-instagram-effects

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