Author Annie Dillard once said, “How we spend our days is, of course, how we spend our lives.” More and more, I find I’m spending my time on my smartphone.

My research suggests I’m not alone.

Two factors influencing active Instagram engagement and positive well-being in my research were 1) having an awareness of Instagram as a marketing channel, and 2) having clearly defined reasons for using Instagram related to one’s professional or personal growth.

Working within the current system of social media platforms, we can positively impact those using the platforms through education around the following:

• Media Literacy: Developing resources that consider the influence of media on individuals and society, and allow consumers to think critically in online social environments.

• Establishing Intent: Demonstrating the importance of anchoring one’s attention and activity in predefined reasons for using social media, to serve as a reference point and mitigate instances of wasted time or overindulgence in others’ lives.

• Monitoring Screen Time: Encouraging use of digital well-being tools so users can understand where their time is going online and make changes that benefit them where desired.

Social media platforms did not appear to support those who use it for purely social purposes.

However, is it significant that in my research social media platforms did not appear to support those who use it for purely social purposes. Thinking outside of the current system of social media platforms, this leads me to suggest an exploration of the following:

• Alternative or Diversified Business Models: Creating sustainable business models that do not rely entirely on advertising budgets, e.g. subscription model. More diversified business models may also allow social media companies to lessen inherent bias toward advertisers and weigh the needs of consumers instead. For example, LinkedIn, a social media platform geared to professionals, generates a substantial amount of revenue from its talent and learning solutions, separate from marketing. A more sustainable model that considers the needs of its consumers first and foremost may in turn improve the effectiveness of marketing for advertisers on these platforms over time. Similar to the argument for environmental sustainability, online environments can not thrive on burnt out users—a different business model may ensure longevity and be the smarter, more profitable choice in the long run.

• Reimagine Social Environments: In my research, participants with Professional Accounts in the Creator category were more likely to agree that Instagram adds value to their lives than professional users with Business accounts. Creator accounts may perceive more value in Instagram because the visual platform is better suited for an artists’ objectives, e.g. sharing visual content and boosting one’s platform, than it is suited for achieving business objectives, e.g. sharing products or services and driving sales. This suggests that the design of social environments can work to support some goals while undermining others. Knowing this, we can think about designing social platforms to create healthy communities around new goals, either individual or collective.

• Redefine Key Metrics: We can think differently about the key metrics that determine success and incentivize social media companies. Currently, key metrics include total members, the volume of engagements and the amount of time spent on the platforms.

  • For example, the current design of Facebook directs our attention to the News Feed because financial incentives at Facebook are tied to increasing user time spent on the platform. Therefore, News Feed, or “the infinite scroll,” is the most prominent feature of Facebook. It serves as the platform’s ‘landing page’ and takes up the largest amount of digital real estate, because the scrolling motion through infinitely replenishing content feeds is most likely to maximize the amount of time someone spends on Facebook. As a result, many other interesting features of the platform are obscured, including: Events, Groups, Fundraisers, Recommendations, and Town Hall. What if Facebook’s financial incentives were tied to the amount of money donated through Fundraisers on their platform per quarter? Or the number of Events (which connect people ‘IRL’) created?

Imagine what some of the top tech talent in the world could do if they were not driven by those incentives, but instead the types of communities they are building on their platforms, and the impact those communities are making in the real world to improve our real lives.

Regaining control of social media use can translate into more mindfulness over technology use overall, and make room to leverage our social communications tools in ways that advance the potential of people and communities.

I plan to use this research as a launchpad to push forward the concept of ethical design in social media. Join me!