Likes, Love And Lonliness: Here’s How Instagram Impacts Your Well-Being
It’s now been almost two months since Instagram announced it would be removing the total number of likes on posts in Australia as part of a controversial trial.
While the move has divided opinion among the public, Facebook – the owner of Instagram – has made its motives extremely clear.
“We want Instagram to be a place where people feel comfortable expressing themselves,” Facebook ANZ director of policy Mia Garlick said at the time.
Amidst the continual scrutiny around the spread of fake news and data protection, ensuring the well-being of users remains a focus for the Zuckerberg-led company.
Speaking in Sydney last week, Facebook research scientist Moira Burke shared evidence on how Facebook and Instagram impact on user’s overall well-being.
“It’s not about how much time you spend on social media, it’s how you use it,” she said.
“When using social media, and this is true for Facebook and Instagram, when you talk one-on-one with people that you care about, we see improvements in your well-being.
“But if you just sit back and passively consume a lot of content, just scrolling, that’s not good for well-being.”
The idea of ‘passive consumption’ has been on the radar of Instagram for some time now. Last year the platform introduced the ‘You’re All Caught Up’ feature to alert users when they have seen every post on their newsfeed from the last two days.
As well as letting users know they haven’t missed out on anything, it also serves as a gentle nudge to users that it might be time to have a break from Instagram.
Similarly, Instagram’s algorithms willy identify who your nearest and dearest are and places their posts at the top of your newsfeed, so you can be confident you haven’t missed anything important without wasting hours scrolling.
“The other reason why passive consumption is basically bad for you, is because if you spend all your time on your phone, you’re missing out on opportunities to interact with people face-to-face,” said Burke.
Burke also discussed the “reverse-causal” interpretation between device use and loneliness.
“When you’re feeling distressed about things happening in your life, or you’re feeling lonely, you then choose to spend more time on social media as an escape,” she said.
“There are a tonne of studies that show people that spend more time on their phones are lonelier.”
While it is unclear whether people are lonely because they spend time on their phones or if people spend time on their phones because they are lonely, Burke explained Facebook is investigating “problematic” uses of its platforms in this sense.
The likes experiment
With the likes removal trial now rolling into its third month, the impact of the change is becoming clearer.
A recent study by influence agency Social Soup found 49 per cent of Australian influencers either ‘like’ or ‘love’ the change, while Sling & Stones’ Callan Green recently told B&T the trial could “level the playing field” for smaller brands using the platform.
But what about for the more typical user of the platform, the one who is more likely to pull 30 likes than 30,000 for their selfie?
“What we have seen has been really promising,” said Instagram’s global head of public policy Karina Newtonwhen asked about how the change has impacted user well-being.
More insights from the trial are expected to be made available in the coming weeks.
Finding love?
With Facebook having invested so much into enhancing user well-being, some eyebrows were raised earlier this month when the company announced it was trying its hand in online dating.
Popular dating apps Tinder and Bumble have copped their fair share of criticism for negatively impacting on user’s mental health, with Social Psychiatry Research and Interest Group’s Rob Whitley, Ph.D suggesting these platforms dehumanise the dating experience.
But Facebook isn’t shying away, launching Facebook Dating in the US as well as Argentina, Bolivia, Brazil, Canada, Chile, Colombia, and several other countries.
Although the product is not yet in Australia, a Facebook Australia policy communications manager Ben McConaghy explained it is just another case of balancing the advantages of the internet with the potential harms.
“Different platforms can be used for both good and bad, and it (Facebook Dating) does have a bunch of features built-in to it to help people connect, but I think this well-being research will fit into future iterations of the product over time,” he said.
McConaghy stressed there were no plans to roll out the Facebook Dating service in Australia in the near future.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.