Introduction

In today’s digital age, various social media platforms such as Instagram, have completely revolutionised the way people communicate, share, and present themselves. These platforms have not only redefined self-expression, but it has also enabled communities to form and relationships to prosper and it shows no signs of slowing down.

In the midst of this transformation, Instagram has established its ‘like’ system, a seemingly simple yet powerful tool that can encourage a constant pursuit of validation and also serves as a measure of approval. It was designed with the intent of expressing appreciation but as users further navigate through social media, they often seek validation through these digital interactions in which they might internalise a distorted sense of self, induce body image issues and might help foster unhealthy comparisons to others which can heighten feelings of anxiety.

The impact of Instagram’s ‘like’ system goes beyond the virtual interaction—it affects users’ offline lives in a way that affects their mental health and self-esteem, influencing not only how users interact online but also how they view themselves in the real world.

Social Validation and Self Worth

Social media, such as Instagram, have become a staple in many people’s lives. Its ability to connect and share with different people from all around the world is what makes it special and useful. It has the power to let users interact with one another—most notably through the ‘like’ system which was originally intended as a way to show appreciation or agreement, but as social media continues to grow, it has become an essential form social currency and validation for many of its users as it serves as a direct measure of approval and an instant gratification tool. Therefore, the quantity and frequency of likes have a significant role in shaping one’s sense of self and identity.

Garcia-Gavilán and Martinez-Pecino (2019) talk about their findings on the relationship between Instagram likes and problematic usage patterns in which they found that users with lower self-esteem are more likely to seek validation through likes which could eventually lead to compulsive behaviours. The greater number of ‘likes’ or engagement a specific post receives, the user is then reinforced by the belief that their content is of value and is worth sharing. The reliance of this feedback suggests that users are not posting for the sole reason of sharing and self-expression, it is now being done with the intent of receiving validation whether it is made consciously or not. This validation is what becomes a never-ending addicting cycle as users begin to associate this with their own self-worth. As social media continues to grow, this positive reinforcement in the form of likes, comments and shares, creates a dependence on digital approval and associates one’s self-worth to online statistics.

The feeling of wanting to be accepted and included is not a foreign concept so by having a high number of social engagements, it boosts temporary feelings of belonging and acceptance. Since the feeling is often temporary, users have the urge to reignite what they once felt by constantly posting while monitoring their engagement which in their mind, could reflect on them as people making it extremely susceptible to disappointment and negative connotations. Anders and Diefenbach (2022) further explore this concept as they state that the act of receiving likes functions as a form of social validation which connects digital approval with psychological satisfaction. Their research also mentions that users with lower self-esteem or perceived low social status were more likely to prioritise Instagram likes as an indicator of where they stand on the social ladder.

Instagram’s ‘like’ economy, although not intentionally, encourages users to curate an idealised version of themselves to increase their engagement which could ultimately mean sacrificing authenticity. This digital currency is what’s causing posts to be more inauthentic and performative which in turn, could affect users’ sense of self as they are basing their worth to the amount of engagement they are getting. A simple ‘double tap’ on the screen is a huge symbol of validation, social acceptance and reassurance which can be both extremely addicting and damaging to one’s mental health.

Influence on Body Image and Beauty Standards

Due to its visual focus, Instagram has become a prominent platform for unrealistic and often unattainable beauty standards where it is not only promoted but also celebrated and praised. Users on the social media network are exposed to idealised and carefully curated images and profiles often achieved with the use of filters and editing. The ‘like’ system Instagram is known for plays a very vital role when it comes to measuring one’s attractiveness and beauty as this system creates a link between the number of likes received to one’s external appearance.

Likes on Instagram can heighten social comparison, particularly among young women, who base their self-worth depending on how much engagement they receive (Brown et al., 2018). Being a multi-faceted platform which has billions of users, celebrities and influencers can also create their own profiles which can easily be accessed by the public. Most of these susceptible young adults, young women in particular, then begin to compare themselves to these unrealistic beauty standards set by these public figures and yearn for a similar validation which result in them using editing apps and even adapting unhealthy lifestyle changes in order to present a more idealised version of themselves online that conforms to the beauty standards that dominate the platform (Brown et al., 2018).

The validating nature of Instagram’s ‘like’ system functions as a digital form of reinforcement which greatly influences how users perceive themselves. Posts that conform to the ideal beauty standards tend to attract more engagement which shows users that external appearance equates to social approval. Engagement in the form of likes, results in psychological rewards such as a boost of self-esteem and social acceptance (Anders & Diefenbach 2022). This is what users often strive for, a constant stream of reassurance. However, when the engagement is lower than expected, users associate it with their self-worth and can lead to disappointment, body image issues and can raise feelings of inadequacy (Anders & Diefenbach 2022).

The psychological impact of the ‘like’ system is especially evident when talking about people who already struggle with body confidence. As pointed out Anders and Diefenbach (2022), those who struggle with body confidence have a higher psychological impact to the ‘like’ system than those who don’t. The constant need for social validation through likes fuels dissatisfaction in one’s self and also distorts the way they see themselves in the real world. This could possibly influence other factors such as their lifestyle choices or even what clothes they decide to wear or purchase. These prove how Instagram’s influence reaches beyond the digital world and makes its way into the offline world and can have lasting effects on various individuals.

Basing the perception of one’s self to the amount of likes received on a post is ultimately the result of unrealistic beauty standards set by the users on social media platforms such as Instagram. The ‘like’ system is what helps shape the beauty standards by associating the amount of engagement you receive to how you look which promotes the idea of beauty equating to your social standing. The psychological effects that this has on its users is prominent, especially those who are susceptible and vulnerable.

Social Comparisons and Anxiety

Instagram encourages sharing to different individuals and communities across the platform. By allowing this, it could foster extreme and concerning social comparison and anxiety. Having the likes be a visible display of validation for everyone to see, it can lead to users feeling self-conscious about the amount of engagement, if any, they receive which they then equate to their own self-worth and can raise social anxiety. Offline social comparisons generally used to take place within personal relationships such as friends, colleagues or family. However, as social networking platforms become more prominent in everyday life, these comparisons increasingly involve idealised portrayals. This makes upward comparisons more common as social media is used as a platform to encourage users to present their best selves and to carefully curate their profiles to seem near-perfect (Eckles et al., 2014).

The difference in one’s perception of an ideal life and their contrasting reality can trigger feelings of depression and social anxiety as users may wish to constantly conform to these unrealistic standards to gain the same recognition and validation. Young women in particular who use Instagram frequently are found to engage in social comparisons when it comes to appearance which then leads to heightened feelings of anxiety (Diedrichs et al., 2015). Furthermore, having the likes on Instagram be on full display for everyone to see can result in users comparing themselves to one another and have their perceived popularity for everyone to judge which could also evoke a sense of competition. It promotes the idea of looking a certain way to gain recognition and appreciation which helps turn Instagram posts into symbols of worth that thrive off other people’s insecurities.

Studies have shown that an adolescent’s frequent social media use correlates to how susceptible they are to experience depression (Shafi & Weigle, 2024). This is a cause of concern because being young adults, they are in the most crucial part of their life where they develop their sense of self and are the most vulnerable they will possibly ever be. The pressure to maintain a ‘perfect’ persona as an adult is already proven to be difficult but it is even more of a challenge as a young adult who is still trying to navigate their way through the digital world.

For these reasons, Instagram’s ‘like’ system has the power to turn an innocent and harmless moment into something that can be scrutinised, measured and compared. Comparison and judgement continue to thrive in these environments where social validation is at the forefront of its users minds and is constantly being sought after which ultimately fuels anxiety, insecurity and the internalisation of self-worth based on their perceived popularity.

Conclusion

Social media platforms such as Instagram has helped in taking a huge step in revolutionising the way the world communicates with one another by enabling self-expression and social interaction. However, it has also become a catalyst to new challenges by turning into a new form of social currency, thriving at the cost of its users’ self-esteem and mental health. The well established ‘like’ system and its psychological effects has proven to be both addictive and dangerous for various reasons. From digital validation through to receiving engagement, the pressures of unrealistic beauty standards and the mental health effects users go through due to the competitive nature of the platform. The constant pursuit of likes is very prominent, it shows users that perhaps their self-worth is dependent on their online engagement and popularity which then traps users into this vicious cycle of compulsive behaviours and an unhealthy relationship with social validation.

Instagram has become more than just a platform where you can express your own personal identity, it has become more of a spectacle, showcasing a curated profile to suit the standards built by its own users. Until social media platforms address these issues and take action, users will continue to be in an environment where negative feelings can grow and foster.

References

Anders, L., & Diefenbach, S. (2022). The psychology of likes: Relevance of feedback on Instagram and relationship to self-esteem and social status. Psychology of Popular Media, 11(2), 196–207. https://doi.org/10.1037/ppm0000360

Brown, Z., Hayden, S., Tiggemann, M., Veldhuis, J. (2018). The effect of Instargarm “likes” on women’s social comparison and body dissatisfaction. Body Image, 26, 90-97. https://doi.org/10.1016/j.bodyim.2018.07.002

Diedrichs, P. C., Fardouly, J., Halliwell, E., Vartanian, L. R (2015). Social comparisons on social media: The impact of Facebook on young women’s body image concerns and mood. Body image, 13, 38-45. https://doi.org/10.1016/j.bodyim.2014.12.002

Eckles, K., Roberts, L., Rose, J., Vogel, E. (2014). Social comparison, social media, and self-esteem. Psychology of Popular Media Culture, 3(4), 206-222. https://doi.org/10.1037/ppm0000047

Garcia-Gavilán, M., & Martinez-Pecino, R. (2019). Likes and Problematic Instagram Use: The Moderating Role of Self-Esteem. Cyberpsychology, Behaviour, and Social Networking, 22(6), 412-416. https://doi.org/10.1089/cyber.2018.0701

Shafi, R. M., & Weigle, P. E. (2024). Social media and youth mental health. Current psychiatry reports, 26(1), 1-8. https://doi.org/10.1007/s11920-023-01478-w