Self-comparison with influencers but not general Instagram use moderate upward and downward social comparisons to #fitspiration and #bodypositive images

Using an image-reactivity task, this study examined whether changes in body image (BI) dissatisfaction were more closely associated with specific social media interactions than with overall time spent online. A sample of 327 college women (ages 18–36; M = 20.82, SD = 2.98) viewed images of fit, thin, and plus-size female body types (the independent variable), as well as control and distractor food images, on Instagram using their smartphones. Image presentations were randomized and counterbalanced across participants. After viewing each image type, participants reported their desire to eat (distractor items), emotional reactions (valence and arousal checks), and self-perceived control and BI satisfaction (the dependent variables). Following the task, participants completed a survey about their overall Instagram use and their tendency to engage in social comparisons with Instagram influencers. Results showed that viewing images of fit and thin women reduced participants’ sense of control and BI satisfaction compared to control images. In contrast, viewing plus-size images increased both control and satisfaction, with these effects being stronger among participants who frequently compared themselves to Instagram influencers. However, overall Instagram activity did not correlate with or influence these effects. These findings emphasize the significant role of influencer culture and suggest that promoting diverse body types on social media could improve women’s self-worth.