This article provides an in-depth analysis of the motives and patterns of Instagram use among a sample of Belgian and Peruvian youths. 19 participants aged 18–28 underwent in-depth interviews to assess what Instagram means to them, why and how they use it, and what consequences of their use they perceive. The most recurrent motivations for using Instagram were self-expression, curiosity, documenting, entertainment, and connection. Five distinctive usage patterns were identified: urge and craving, passive use, anxious posting, social approval, and social comparison. The perceived consequences include an increased connection to others, the rise of “Instagram-worthy” content pursuit, issues with time management, a compulsive urge to enter, and constant comparison. Since Instagram relies mainly on visuals, poses questions about authenticity, identity, and self-presentation, and elicits strong emotional reactions from its users, it fosters social comparison, which may be harmful to youth’s views on themselves, their self-esteem, and their self-worth.
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