The focus on Millennial’s in the media has shifted to their use of Instagram. Millennials, a term used to stereotype the behaviours of all people in young adulthood in the 21st century, have gained media attention as the new generation acts, unsurprisingly, differently to old generations in this quickly developing world.
A survey by Schofield Insurance (picked up on by the Guardian), asked over 1000 UK young adults, aged 18 to 35, on what was an important motivator when choosing a holiday destination. The majority of these ‘Millennials’ (40.1%) chose how ‘Instagrammable’ the holiday will be as the most essential factor.
By selectively capturing the world around you, Instagram allows you to filter and edit your way into perfection, where often only a romanticised version of your life is shared online. After all, human psychology is wired to crave approval, which in the 21st century comes in the form of ‘likes’.
Instagram’s popularity can be seen to grow year by year, as Facebook gains an older demographic of parents and even grandparents, Millennial’s are jumping ship and swimming towards Instagram’s shores. Facebook’s demographic statistics from Sproutsocial show 62% of people 65 and over use Facebook, compared to Instagram with only 8% of people 65 and over enjoying the application.
As well as allowing you to follow your friends and your favourite celebrities, the app has been harnessed by brands for promotion, as the new wave of visual marketing touches every corner of Instagram. More and more entrepreneurial individuals, usually called Instagram models, have successfully made money off the app by openly use product placement, to endorse a brand, in paid sponsorship deals. It is hard not to buy when we aspire to these models lives, made to appear so appealing by the posts, carefully chosen, that portray their perfect lifestyles.
There is no competition however to the big name celebrities, like the Kardashians, who are known for their sponsored posts, as their large following make them more desirable to advertisers. It has never been easier to funnel Millennial’s towards consumerism.
I think though it’s important to remember that despite this, Instagram is enjoyable. In spite of the criticisms, young adults are finding a special and personal connection to sharing the best aspects of their lives, which I personally love doing too.
So, how important is Instagram to you?
Text: Jessica Saunders
Images: Shutterstock, Passport Stamps, Kim Kardashian’s Instagram