From the curated and filtered to the photo dump - how the pandemic has impacted our Instagram feeds

When the pandemic struck, our lives quickly slowed down. And interestingly, it created an apparent change in our Instagram feeds. Pictures of exciting gatherings with friends, hyped concerts with our favorite artists and idyllic, picturesque holidays were replaced by more simple everyday posts featuring the banana bread we baked, the walks we took and the scenery around us

Not surprisingly, the use of social media increased in 2020, when the digital sphere replaced other social interactions. In Sweden, this increase applied to all target groups. More than any other social media, the daily use of Instagram increased. We asked our own Social Media Specialist, Ellen Spångberg, about how the pandemic may have affected how we curate our social media feeds, and Instagram in particular?

“Several international articles have stated that an obvious change has taken place, both increased usage of Instagram and in terms of what we post and how we do it. I would definitely agree that a significant change has taken place and that we see a prominent decrease in overly filtered photos that are minuscule curated, a change that I would say is welcomed for a number of reasons”, says Ellen.

The end of beautifying filters and the TikTok effect

In the last year, we have seen increasing criticism towards face and body filters and how they affect young people in general and teenage girls in particular. The widespread use of “beautifying filters” that deliver modelesque looks by sharpening, shrinking, enhancing and recoloring users’ faces and bodies is probably the most widespread use of augmented reality in social media. Mental health experts agree that this augmented reality make young people subjects in an experiment that will show how technology changes the way we form our identities, represent ourselves and relate to others.

“The ongoing change to a less filtered and more realistic everyday content in our feeds will also, in the long run, affect the use of those filters. Dove, known for building their communication on realistic ideals, are now targeting the impact these filters make in their communication campaign, focusing on the fact that many young adults see through selected, edited and filtered pictures and the negative impact this can have on their self-worth and body image”, says Ellen.

Dove’s research has shown that teenage girls in average take 14 selfies in their quest to get the right look before posting a picture, and that filters are used to adapt to society’s beauty ideals. Dove’s research further conveys that 1 in 4 girls think that they do not look good enough without photo editing.

“More authentic content would of course benefit especially those target groups, and I hope we’ll see more of that, not just the “no-edit-edit” aesthetic stuff. Instagram still has a larger audience than TikTok worldwide, but infographics show that TikTok new user growth rate is substantially higher than Instagram and especially among gen Z:s. It's also obvious that the more unfiltered reality of the TikTok videos is now, finally, spilling over on Instagram. I think we’re all kind of tired of perfection and hyper curated feeds”, says Ellen.

A current, noticeable trend on Instagram is the less curated “the photo dump”. Ellen continues:

“A use of more random, unedited photos using the carousel function is a clear post-pandemic trend. This dump could consist of anything that the user has experienced during a day, a weekend or from a small trip. It's like using Instagram as a slideshow of memory, with a casual vibe showing the impressions and experiences of the user. This way of posting has become so frequent that the phrase “dumping photos” has emerged and it's clear that there’s been a change in how we post on Instagram. I would say this is both an effect of Instagram stories and TikTok where authentic content has been trending for a long time”.

A longing to decrease social media use and be more present in day-to-day life

According to mental health experts, the use of filters is not the only thing that can have a detrimental impact on mental health. Mindless scrolling instead of engaging in activity can increase anxiety and other forms of mental health challenges. Last year’s “The Swedes and the Internet” report showed that especially younger users are growing more miscontent with all the time used in front of a screen. The experts’ advice is for us to challenge ourselves to take a day off from social media or commit to turning it off when having a dinner or watching a movie. There is always a way to use social media and at the same time be more present in our social lives.

Sources: Svenskarna och internet, pennmedicine.org, Dove.com.