'Fake' Instagram use is associated with real differences in users' self-photo activities: An exploratory...

Creating private spaces on social media (SM) for authentic self-presentation has rapidly gained popularity amongst young people. This pattern of use is particularly prevalent on Instagram in women under 25 as these users often report creating a second, low stakes account for authentic self-presentation, commonly referred to as a Finsta (a portmanteau of 'Fake' and 'Instagram'). Previous research has associated Instagram use with body dissatisfaction in young women, but it remains unclear whether this association is applicable when considering different patterns of use.

The present study investigates the association between self-photo activities (i.e., photo selection, investment, and manipulation) and body satisfaction in a sample of undergraduate female Instagram users (N = 224) with (n = 112) and without (n = 112) a Finsta.

A series of analyses of covariance (ANCOVA) controlling for minutes on Instagram and age revealed that, when comparing their Finsta to their own main account and to the main account of users without a Finsta, Finsta users reported taking fewer photos of themselves, engaging in less photo editing, and feeling less invested in their posts. Furthermore, body satisfaction was differentially associated with self-photo activities in Finsta users and non-users. Specifically, body satisfaction was negatively associated with photo selection, investment, and editing in users without a Finsta only.

Finsta users do not show the same associations between body satisfaction and self-photo activities as Instagram users without a Finsta. The implications of these results, limitations of the present study, and suggestions for future research are discussed.