Let's talk about Instagram
- 24 hours ago
- 2 min read
What is Instagram?
Instagram is a photo- and video-sharing app with more than 2 billion monthly active users. Launched in 2010, the app’s focus on photo sharing — which wasn’t yet a staple on social media platforms — became an instant success. After just 18 months, Instagram was sold to Facebook (now Meta) for $1 billion.
Who uses Instagram?
Users are more likely to be young: 80%* of adults ages 18-29 use Instagram, while only 40% of adults ages 50-64 and 18% of adults over 65 report using the app.
More women (55%) than men (44%) use Instagram.
Of Republican-leaning adults, 49% are Instagram users, while the number is slightly higher for Democratic-leaning adults (53%).
*All stats are from 2025
How does it work?
Instagram uses complex algorithms to track users’ interests, interactions, and attention spans. Based on the data collected, the algorithm will then give priority to content that keeps users on the app most effectively.
The more time you spend using the app, the more money Instagram makes through its ads. Therefore, it is in Meta’s best interest to keep you engaging with your feed.
Should I be concerned?
Because Instagram is incentivized to keep users on the app for as long as possible, the algorithm is trained to show users content that holds their attention. This content may include photos and videos of your close friends and family, but it may also include content that causes strong — and sometimes negative — emotional reactions.
Misinformation
Influencers on Instagram can amass huge followings, allowing them to promote everything from clothing and helpful life tips to more problematic content such as misinformation and conspiracy theories. Like on other social media platforms, these content creators have been known to profit from sharing false information, which can spread quickly. They can also create feedback loops, where creators cater to what they believe the audience wants to hear.
Child safety
While Meta claims to provide safeguards for teen users, studies have shown that the safeguards rarely work as advertised and still put teens at risk for accessing harmful content, connecting with predators, and experiencing social media addiction.
Understanding how Instagram works can help you be a better media consumer.
Sources:
Britannica: “Instagram,” www.britannica.com.
OPB: “UW study reveals how social media influencers profit from spreading misinformation,” www.opb.org.
Pew Research Center: “American’s Social Media Use 2025,” www.pewresearch.org.
The New York Times: “Many Child Safety Features on Social Media Apps Don’t Work, Report Finds,” www.nytimes.com.
The Washington Post: “I gave Instagram photos of my baby. Instagram returned fear,” www.washingtonpost.com.
