WHY I ‘INSTASTORY’: EXPLORING THE MOTIVATIONS OF INSTAGRAM STORIES USE AMONG YOUNG ADULTS IN SINGAPORE

Abstract

Since the incorporation of the Stories feature onto Instagram in 2016, Instagram Stories or “InstaStories” is one of the most popular features on Instagram globally. Due to the recency of its development, academic research on Instagram Stories has been scarce, with explanations for user behaviour remaining unclear. To address this literature gap, this research investigates the motivations for Instagram Stories usage amongst young adults in Singapore aged 21 – 24. Employing the Uses and Gratifications framework, the concept of context collapse and the MAIN model, this study identifies both needs-based and affordance-based gratifications for Instagram Stories use. The study used a qualitative approach with semi-structured in-depth interviews. Through purposive sampling, 20 young adults were selected to share their experiences and practices of using Instagram Stories. The findings indicate that the main motivation for Instagram Stories use was for networking with others. Subsequently, four sub-motivations were also found: 1) broadcasting to update friend network; 2) “Fear Of Missing Out”; 3) rekindling and maintaining connections and 4) validation of friendship. Two affordance-based gratifications sought were also uncovered – ephemerality and the restricted access to uploaded content. Therefore, this study serves as a pioneering investigation into Instagram Stories and the emergent findings hold implications for future studies on ephemeral features as well as for designers of future social network sites.