Women’s response to, awareness of, and interest in body functionality content on Instagram

Body functionality is an emerging positive body image construct which may help women value what their body can do, rather than how it looks. In this online experimental study, we examined women’s responses to functionality content on Instagram. Young women (N = 318, Mage =22.19) viewed one of four types of Instagram posts: functionality text and images, functionality text overlaid on fitspiration images, standard fitspiration images, or cityscapes. They completed pre- and post-test state measures of appearance and functionality satisfaction and self-care intent, and post-test social comparison. Familiarity with contemporary social media trends and interest in functionality content were also assessed. Surprisingly, appearance and functionality satisfaction were highest after viewing the functionality and functionality with fitspiration images. Social comparison did not differ between conditions. Women were familiar with body positive concepts, except body functionality, although they expressed interest in this content. We conclude body functionality content would be useful to include in women’s social media feeds.