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What We Instagram: A First Analysis of Instagram Photo Content and User Types Yuheng Hu Lydia Manikonda Subbarao Kambhampati Department of Computer Science, Arizona State University, Tempe AZ 85281 {yuhenghu, lmanikon, rao}@asu.edu Abstract Instagram is a relatively new form of communication where users can easily share their updates by taking photos and tweaking them using filters. It has seen rapid growth in the number of users as well as uploads since it was launched in October 2010. In spite of the fact that it is the most popular photo capturing and sharing application, it has attracted rel- atively less attention from the research community. In this paper, we present both qualitative and quantitative analysis on Instagram. We use computer vision techniques to exam- ine the photo content. Based on that, we identify the differ- ent types of active users on Instagram using clustering. Our results reveal several insights about Instagram which were never studied before, that include: 1) Eight popular photos categories, 2) Five distinct types of Instagram users in terms of their posted photos, and 3) A user’s audience (number of followers) is independent of his/her shared photos on Insta- gram. To our knowledge, this is the first in-depth study of content and users on Instagram. 1 Introduction Instagram, a mobile photo (and video) capturing and sharing service, has quickly emerged as a new medium in spotlight in the recent years. It provides users an instantaneous way to capture and share their life moments with friends through a series of (filter manipulated) pictures and videos. Since its launch in October 2010, it has attracted more than 150 million active users, with an average of 55 million photos uploaded by users per day, and more than 16 billion photos shared so far (Instagram 2013). The extraordinary success of Instagram corroborates the recent Pew report which states that photos and videos have become the key social curren- cies online (Rainie, Brenner, and Purcell 2012). Despite its popularity, to date, little research has been focused on Instagram1. Fundamental and critical ques- tions such as What types of photos and videos do peo- ple usually post on Instagram?, What are the differences Copyright ⃝c 2014, Association for the Advancement of Artificial Intelligence (www.aaai.org). All rights reserved. 1We are aware of the small section of research on Instagram. Among the handful ones, McCune investigated people’s motiva- tions of using Instagram through a survey study of 23 Instagram users (McCune 2011). On the other hand, researchers have ap- plied visualization and cultural analytics on Instagram photos from different cities in the world to trace their social and cultural differ- ences (Hochman and Manovich 2013; Silva et al. 2013) between users in terms of the their posted photos?, and How are these differences between users’s photos related to other user characteristics, such as the number of fol- lowers? remain open and untouched. We advocate that Instagram deserves attention from the research community that is comparable to the attention given to Twitter and other social media platforms (Naaman, Boase, and Lai 2010; Ellison and others 2007). Having a deep understanding of Instagram is important because it will help us gain deep in- sights about social, cultural and environmental issues about people’s activities (through the lens of their photos). After all, a picture is worth a thousand words (in contrast, Twitter is mainly a text-based communication platform). To address the gap, in this exploratory study, we aim to acquire an initial understanding of the type of photos shared by individuals on Instagram. To this end, we first crawl a large collection of photos and user profiles using Instagram API. Next, with the help of computer vision techniques and human coders, we conduct both quantitative and qualita- tive analysis to examine the activity of users on Instagram. Based on our analysis, several insights about Instagram pho- tos and users are revealed. First, we find that Instagram pho- tos can be roughly categorized into eight types based on their content: self-portraits, friends, activities, captioned photos (pictures with embedded text), food, gadgets, fashion, and pets, where the first six types are much more popular. Fur- thermore, we discover that there exist five distinct types of users based on the photos they posted. Lastly, we find that there are no strong correlations between different types of users and their characteristics (e.g., number of followers). This indicates that the size of a user’s audience (followers) is independent of his/her shared photos on Instagram. To the best of our knowledge, we believe this is the first paper to conduct a deep analysis of photo content and user activities and types on Instagram. In summary, the main contributions of this paper are: • A characterization of the content of photos shared on In- stagram. • An examination of how the content of photos is related to user types and characteristics. 2 Background Instagram (Fig. 1) is a popular photo (video) capturing and sharing mobile application, with more than 150 million ofPDF Image | Instagram: Analysis of Instagram Photo Content and User Types
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