Liking without borders? Authenticity and the evaluation of Instagram photo genres

Abstract While authenticity has been identified as pivotal on social media, it has not been studied as part of a broader value ecology shaping content evaluation. Addressing this gap, we investigated users’ evaluations of prominent Instagram genres in relation to perceptions of authenticity. A survey of 1,000 users from the United States, Germany, Italy, Japan, and South Korea revealed transnational similarities in value-related interpretations of genres, alongside local variation. Participants described the most liked genres as expressing happiness, togetherness, and peacefulness, and authenticity was positively correlated with favorable evaluation of content across countries and genres. Ultimately, evaluation on Instagram is shaped by the intersection of perceived authenticity and pleasure derived from peaceful solitude or close social bonds. We conclude by reflecting on the utility of our multi-method approach and the importance of situating authenticity vis-à-vis other values in social media research.