"If you think it's just a tool for showing off your perfect life, you're dead wrong! Instagram is where I can discover what I 'like'."

This is Sugihara from Sumapura. We've been examining how young people with smartphones develop their desire for services and products through research and real-world interviews.

---

 

When do young people of the smartphone generation want things?
We asked them! The Real Smartphone Lives of Young People in the Smartphone Generation: Part 1 & Part 2
The Key to Selling Products via Smartphone Lies in "Self-Convincing Purchases"!?

---

 

Starting this time, we'll focus on Instagram over two installments, as it has become indispensable for boosting young people's "desire."

Additionally, Tagpic—which specializes in supporting influencer collaborations—and Dentsu Inc. have launched a joint team to research Instagram usage and influencers. Through this unique research, we plan to build insights around Instagram. This article shares some of those findings. (※Tagpic: http://tagpic.jp/ )

Instagram's core concept is "Capture and Share the World's Moments." Its square-format photo and video timeline likely evokes images of "Twitter's photo version" or "a stylish people-only SNS" for many.

However, we discovered that its actual usage is far broader and deeper, deeply integrated into young people's lives.

Young Instagram users actively gather things they like—interests, people they admire, topics they're curious about—and in doing so, they create an environment where they can discover even more new things they like. At Sumapura, we define Instagram, which allows users to continuously gather and expand their "likes," as a "self-curation platform." Based on user surveys and interviews, we'd like to explore how it's being used and what benefits it brings to users.

Instagram Basics

Instagram's active rate is actually 77%, second only to LINE. This is significantly higher than other SNS platforms. Furthermore, among users (those who use it at least once a week), a full 76.6% check it at least once a day. (Joint R&D Task Force Survey by Dentsu Inc. and Tagpic, June 2016)
On the other hand, a significant number of users rarely post content. The most common posting frequency is about once a week. This means Instagram has a large population of users who primarily browse.

By mastering diverse uses, they make life more enjoyable and comfortable

Young people who master Instagram have acquired ways to make their lives more convenient by independently utilizing various features beyond just posting and viewing.

・Hashtag Search:

"When my boyfriend comes over and I'm stuck for meal ideas, I search '#homecooking' or '#easymeals' to get by."
"When I need some comfort, I search '#Pomeranian'."
"If I see something interesting on TV, I search for its hashtag. Recently I tried '#abworkoutgirls'."

・Spot Search:

"I use spot search for tourist spots I plan to visit to get a sense of the area beforehand, like Google Maps."

・Conversation starters:

"Things I find on Instagram or friends' posts become conversation starters among friends later."
Instagram is a place where, with just a little extra effort, you can intuitively discover even more things you love.

Instagram: The Best of Other Social Media & a Sense of Happiness

This is Seto from Sumapla. We also asked younger users what they think are Instagram's advantages compared to other social media platforms. Their responses were very interesting, so here they are.

"WEAR is for purposefully searching for outfits. But Instagram is for casually browsing and enjoying " (24-year-old female office worker)

"There are other SNS platforms where you can post more candidly without hesitation, but I feel like there are too many ads, and you can't save photos. The content shared often leans sarcastic or negative. I feel like Instagram has more positive posts." (25-year-old female childcare worker)

"On social media where I'm connected to too many people, like coworkers, I started seeing mostly posts from people I don't know well, and fewer posts that interested me. On Instagram, even posts from people I don't know can be enjoyable if I like them." (24-year-old female office worker)

" I don't think negative posts suit Instagram. I try to post photos that make people smile and feel uplifted." (27-year-old female Instagrammer)

Instagram can be used in diverse ways, much like Twitter, or like blogs, Google, magazines, or WEAR. For users, Instagram might be the best of all these tools combined—packed with things they love and current trends. Plus, you can enjoy it just by looking and feeling, without any extra clutter or hassle. It's a stress-free medium.

Instagram heightens the "I want it!" feeling

In this way, users who master Instagram are constantly expanding their personal "likes" daily. By creating this comfortable environment for themselves, their desire to "want" things was heightened through Instagram.

Survey results show over 40% of respondents felt "I want more things since starting Instagram." Around 40% also reported "I gather more information about hobbies and things that catch my interest," and many mentioned "I make more impulse purchases." This self-curation clearly heightens people's sensitivity and increases their desire for things.

 

Looking at this, it becomes clear that Instagram is not just a photo-sharing social network; it's used in much broader ways. Precisely because it's a space where one's "likes" continually expand, Instagram has become a very comfortable space for young people.

So, how can brands connect more deeply with users and foster affection for their brand, products, or services through Instagram content? In the next article, we'll explore the secrets of Instagram influencers—the masters of content creation on the platform.

---