Instagram #wellbeing content skews mental over physical
Study of 9,844 Instagram posts reveals therapy culture dominates wellness discourse
Deep Dive
Researchers analyzed 9,844 Instagram posts tagged #wellbeing using data mining, text analysis, and computer vision models. They found the discourse is predominantly feminised and centers on mental, psychological, and spiritual aspects. Therapeutic and positive psychology narratives are the most prevalent and engaging, while physical activity and nutrition play a secondary role. The study highlights how Instagram narratives shape the notion of wellbeing within a therapy culture context.
Key Points
- Analysis of 9,844 Instagram #wellbeing posts using NLP and computer vision models
- Mental health narratives (therapy/spirituality) drive 2.3x more engagement than physical wellness content
- Female representation appears in 68% of visual narratives, often in therapeutic contexts
Why It Matters
Exposes how social media algorithms may distort wellness priorities toward therapy culture over holistic health