I took a break from Instagram about three years ago – a platform that I was using quite obsessively until 2019. I recently downloaded the app again, and I could not make any sense of it at all. The design had changed and reels were the latest addition to it. Though reels have more sophistication, they seemed similar to the cesspool of the internet – Youtube Shorts (can someone please fix that algorithm?).
I soon began opening the app more often than the previous day. I caught up with friends, watched reels, browsed stories, watched reels, uploaded stories, observed how many views I got while I watched reels. Overall I started to display signs of an early-stage addiction.
I referred to my Digital Wellbeing app – available on Android (Settings) – to ascertain how serious my problem was. And sure enough, there were some interesting insights. I had been reeling from the effects of well, er.. reels.
Over the past day 10 days, I have spent about 24% of my screen time using Instagram. I have opened the app an average of 61 times even though my push notifications are off. Last Sunday, I spent nearly 4 hours on Instagram (25% of my waking hours!). In total, I have spent about 19 hours scrolling away to glory. Click here for the working sheet.
There is a simple explanation for this trend – boredom during weekends (see the spike?) and the eventual busyness of the week. But the one metric that really perplexed me was the proportion of my screentime dedicated to Instagram. I could have dealt with boredom using Youtube or Reddit. But why was I turning to Instagram?
Upon reflection I realised that there are five reasons which influence my usage, even after a 3 year hiatus. This proves that Instagram has one of the most devious (genius?) combinations of UX, Psychology and Technology built in.
1.Almost Zero Effort
Right from its launch, Instagram’s simplicity is evident throughout. Liking a post is simplest – double tap, no buttons, almost all functions can be performed using only my thumb. No wonder I have replaced bedtime reading with bedtime Instagram scrolling.
2.Non Intrusive Ads
Ads are a way of life. And yet, Instagram ensures that they are not jarring like Youtube or too frequent like Twitter. Ads in Stories can be skipped, just like the stories which seem pointless (a series on Autorickshaws by yours truly for example)
3.Causes and Cures FOMO
Instagram plays into what is the natural fear nowadays of missing out on the happenings of the world. I would be lying if I said that I don’t suffer from it. But Instagram definitely fuels and assuages it in an almost harmonious manner.
4.Folks that Matter
A picture speaks a thousand words and saves you the time to read a long caption. I am not a big fan of long posts in stories and long winding captions on photos. I am happy to see the life of folks that matter to me through their camera lens. Although I love succinctly written prose in stories with the amazing typography options that the app provides.
5.Instant Feedback
Receiving feedback through likes or reactions triggers dopamine in such small quantities that it becomes addictive over time. This explains why why some people (including me) post something even when we have nothing to post. A phenomenon mostly aptly called – shitposting.
Instagram has undergone a sea-change. To understand its evolution I recommend this extremely well written book – No Filter by Sarah Frier. How it went from being just a simple photo sharing app to its current avataar after its controversial acquisition by Zuckerberg. What distinguishes it from Meta/Facebook and how the philosophies of both these giants differ.
The way people use Instagram has changed. Its shift to an online market(ing) place and the rise of influencers (Frier calls them the “new celebrities” in the book) trying to sell everything through cringe videos has taken away from its charm. Even after so many years, it has retained its core character. But I am going to be more mindful of my usage. I am going to get out more often. See new sights, eat new food, take pictures for…Instagram. Oh no.